Media Campaigns: A Cost-Effective and Impactful way to Change Social Norms and Prevent Female Genital Mutilation.



The World Bank Group and the Global Media Campaign to End FGM (GMC) invite you to hear the results of their FGM intervention within the Project to Accelerate Progress Towards Universal Health Coverage in Mali.

From July to October 2021, the GMC produced three TV and radio jingles to be broadcasted on airtime over the Summer across Mali. This intensive campaign’s impact has been measured and results highlight that 8% of respondents changed their minds about FGM in the last 6 months and say they will now not carry out FGM on their daughters, and that 83% of those who changed their minds were influenced by the GMC media campaign.

This event is part of the 16 days of Activism against Gender-Based Violence. It will present the ongoing Project in Mali, its efforts and success in addressing FGM, as well as the GMC's work in Mali and other African countries as a cost-effective and impactful way to change harmful social norms


9:00 Welcoming Words

  • Clara de Sousa, Country Director for Mali, World Bank

9:05 World Bank's ongoing Project to Accelerate Progress Towards Universal Health Coverage in Mali: Efforts and Success in Addressing Female Genital Mutilation

  • Jean Claude Taptue Fotso, Senior Health Specialist, World Bank

9:20 The Global Media Campaign to End FGM (GMC) : Cost Effective and Impactful Media Campaigns in Mali and other African Countries

  • Maggie O'Kane, Executive Director, GMC
  • Mano Manoharan, Director of Finance and Operations, GMC
  • Alice Roques, Programme Manager, GMC

Moderated by Isabella Micali Drossos, Senior Counsel, World Bank

Clara Ana Coutinho de Sousa

Country Director for the Sahel Countries, World Bank

Clara Ana De Sousa is the World Bank's Director of Operations for the Sahel countries: Mali, Burkina Faso, Niger and Chad. 
She was previously responsible for the administration and replenishment of the International Development Association (IDA) within the Strategy and Operations department. Of Mozambican nationality, she joined the World Bank in June 2005 as a senior economist in charge of economic policy issues for the Latin America and the Caribbean Region, before gradually climbing the institutional ladder within the Africa Region. and the Finance for Development vice-presidency.
She was notably in charge of operations for Angola and Sao Tome and Principe and senior economist for Mali. In her new role, her priority will be to ensure that the programs financed by the World Bank make it possible to mitigate the social and economic consequences of COVID-19, create jobs and promote inclusive and sustainable growth in Mali. , Burkina Faso, Chad and Niger.
Prior to joining the World Bank, Ms. De Sousa was Executive Director at the Bank of Mozambique, as well as Director of Studies and Lecturer at the Faculty of Economics at Eduardo Mondlane University in Maputo, Mozambique.

Jean Claude Taptue Fotso

Senior Health Specialist, World Bank

Jean Claude Taptue Fotso is a senior health specialist for the World Bank based in Mali. He is a doctor by training who specialized in Public Health after several years of medical practice as a consultant doctor in various hospitals in Cameroon. Jean Claude has over 20 years of experience in public health and over 6 years of experience at the World Bank. He is also currently the Co-Task Team Leader of the Project to Accelerate Progress Towards Universal Health Coverage in Mali.

Maggie O'Kane

Executive Director, Global Media Campaign to End FGM

Maggie O'Kane,  is the co-founder of the Global Media Campaign to End FGM and Gender Based Violence. The campaign has been changing the media agenda for women across African for almost a decade,  by supporting frontline female community activists to take preventative action on women's rights by making FGM and GBV a local media priority.   GMC's work from FGM,  fistula,  through maternal mortality to domestic violence funds women activists directly to take control of the often private local media agenda by providing them funding through Direct Action Media Grants. GMC's work on FGM and GBV has been described by the World Bank as cheap, efficient and highly effective.   28TooMany, an organisation that research FGM globally has described GMC's work as  "transformational." O"Kane is a former award winning correspondent with the Guardian,  an Emmy award-winning TV producer and currently chairs the board of the European Press Prize.

Mano Manoharan

Director of Finance and Operations, Global Media Campaign to End FGM

Mano Manoharan is an Ernst & Young Chartered Accountant by profession, who has spent his career in a mix of hybrid finance, commercial and marketing positions. Most significantly, from Chief Accountant of EMI Films to General Manager of EMI Music’s International Marketing Division to Founder & Co-Owner of International Design Agency - LFH. Within the Global Media Campaign to End FGM, his brief covers fundraising, marketing and impact assessment – as well as finance.

Alice Roques

Programme Manager, Global Media Campaign to End FGM

Alice is Programme Manager at GMC, working on the media campaigns across West Africa.  She has been the backroom force behind GMC’s work in the region over the past few years.  Alice studied Gender and International Relations at LSE – until she understood that would not be enough to dismantle the patriarchy, and GMC seemed like an excellent place to start. She works closely with the teams in Mali and Guinea, to help coordinate their cross-border feminist campaigns, ranging from messaging on local radio to national TV campaigns on the countries' public broadcasters.

Isabella Micali Drossos

Senior Counsel
Legal Vice Presidency
World Bank

Isabella Micali Drossos is a French and Brazilian lawyer. She joined the Bank in 1999 and has worked since then as an operational lawyer in Africa, Latin America and the Pacific Region. She has a passion for issues related to gender-based violence (in particular Female Genital Mutilation and Domestic Violence) and collective happiness and well-being in development. She holds degrees in law and in economics from the University of Paris, an LLM from the London School of Economics and a PhD in international public law from the University Pantheon-Sorbonne.


Event Type: Webinar

Date: Wednesday, December 8, 2021

Time: 9:00 - 10:00 AM ET

Venue/Location: Virtual

Working Group: FGM