By Queenter Mbori
Female Genital Mutilation (FGM) remains one of the most persistent forms of Gender Based Violence and a violation of women’s and girls’ rights in Kenya. Despite decades of advocacy, awareness campaigns, and legal frameworks aimed at eradicating the practice, FGM continues to affect thousands of women and girls annually. According to UNICEF, 21% of Kenyan women and girls aged 15–49 have undergone FGM, with prevalence rates soaring to over 90% in some communities. These statistics are not just numbers; they represent altered lives, shattered dreams, and futures compromised.
The media has long played a critical role in highlighting the dangers of FGM, shaping public opinion, and driving policy change. However, after years of reporting on the issue, there is a risk of fatigue, both among journalists and audiences. I believe that this is not the time to relent. FGM is a deeply entrenched cultural practice, and ending it requires consistent, innovative, and multi-angled media coverage that keeps the issue alive in the public consciousness.
FGM is complex because it is not just a health issue, it is a social, cultural, and human rights issue. In Kenya, the practice is often tied to rites of passage, marriageability, and societal acceptance. Despite the Prohibition of FGM Act of 2011, which criminalizes the practice, enforcement remains weak, and underground FGM operations are on the rise. The COVID-19 pandemic exacerbated the situation, with school closures and economic hardships leading to a spike in cases as families turned to FGM to secure dowries.
Media coverage has been instrumental in exposing these trends, but the challenge lies in sustaining public interest. Stories about FGM can no longer be confined to the occasional headline or the annual commemoration of the International Day of Zero Tolerance for FGM on February 6th. Instead, the media must delve deeper, exploring the economic drivers of FGM, the role of men and boys in ending the practice, and the intersection of FGM with other forms of gender-based violence.
While mainstream media reaches a broad audience, community media which includes local radio stations, vernacular newspapers, and grassroots digital platforms holds unparalleled influence in FGM hotspot areas. These platforms are trusted sources of information and are often more effective in driving behavioral change because they speak directly to the cultural and linguistic contexts of their audiences.
For instance, radio dramas and call-in shows in local languages have been successful in sparking conversations about FGM in communities where the practice is prevalent. However, community media outlets often lack the resources and capacity to produce consistent, high-quality content. Boosting their capacity through training, funding, and partnerships with NGOs and government agencies is essential to amplify their impact.
Additionally, the rise of new media such as social media platforms, podcasts, and mobile-based content offers unprecedented opportunities to combat FGM. Social media campaigns can reach younger audiences, who are often the most open to change. Platforms like Twitter, Facebook, and TikTok can be used to share survivor stories, debunk myths, and mobilize support for anti-FGM initiatives.
Moreover, new media can be leveraged to create champions, individuals who advocate for the abandonment of FGM within their communities. By training influencers, activists, and survivors to use digital tools, we can empower them to share their messages widely and effectively. For example, the #EndFGM hashtag has already gained traction globally, but localized campaigns tailored to Kenyan contexts can drive an even greater impact.
Ending FGM is not a one-time effort, it is a continuous struggle that requires the sustained involvement of all stakeholders. The media, as a powerful tool for shaping public opinion, must remain at the forefront of this fight. By exploring new angles, empowering community media, and harnessing the potential of new media, we can keep the conversation alive and drive meaningful change.
Queenter Mbori is the Executive Director of the Association of Media Women in Kenya (AMWIK).
