Abstract
This study examined the influence of the #UNITE2ENDFGM campaign on public awareness and attitudes toward female genital mutilation (FGM) in Akure, Ondo State. The study was anchored on Agenda-Setting Theory and Diffusion of Innovations Theory. A descriptive survey research design was adopted, and data were collected from 422 respondents (who were Facebook and WhatsApp subscribers) selected through availability sampling. A structured questionnaire served as the research instrument, while data were analyzed using descriptive statistics, including frequencies, percentages, mean scores, and standard deviation. Findings revealed a high level of exposure to the #UNITE2ENDFGM campaign on both Facebook and WhatsApp, with WhatsApp recording slightly higher engagement. Results further showed that the campaign significantly increased respondents’ awareness of the health risks, legal consequences, and harmful effects of FGM. In addition, exposure to the campaign positively influenced respondents’ attitudes, leading to stronger opposition to FGM and increased willingness to discourage its practice. However, the study identified key challenges affecting campaign effectiveness, including cultural beliefs, misinformation, inconsistent posting, and limited internet access. The study concludes that the #UNITE2ENDFGM campaign on Facebook and WhatsApp plays a significant role in enhancing awareness and promoting negative attitudes toward FGM among residents of Akure. It recommends sustained and coordinated messaging on both platforms, improved content consistency, and strengthened efforts to counter misinformation in order to enhance campaign effectiveness.
Keywords: Female Genital Mutilation, Facebook, WhatsApp, UNITE2ENDFGM Campaign, Awareness, Attitudes.