Female Genital Mutilation and other forms of Gender Based Violence (GBV) can be ended by 2030 with the strongest of alliances pulling together at all levels by activists, influencers, religious leaders and journalists, the Global Media Campaign to End FGM has said.

This kind of alliance is what birthed #BornPerfect, a new UN/UNFPA-sponsored campaign backed by several international football stars.

At the height of the Africa Cup of Nations, before the final on February 6 in the in Cameroon, sporting legends will come together to share a short video with their daughters on social media, proudly and simply stating: ‘My daughter is Born Perfect – say NO to FGM’.

The Global Media Campaign to End FGM aims to maximise the power of sport as a means to mobilise, unite and communicate with people from all across the globe, and most importantly, African countries with the highest rates, such as Nigeria.

#BornPerfect is backed by Emmanuel Amunike formerly of Barcelona and Nigeria, Nigerian ex-goalkeeper Emmanuel Babayaro, and Efe Ambrose, formerly of ex-Celtic but now of St Johnstone. The aim is to spark debate around the dangerous nature of FGM and bring the suffering by girls and women to an end.

In particular, #BornPerfect seeks to cut through to younger men, influencing conversations which for too long have been avoided. It provides the perfect opportunity to kickstart a viral social media trend, resulting in millions of videos showcasing the voices of men speaking the same nine words, standing united against FGM.

According to data from UNICEF (2021), at least 200 million girls across 30 countries have undergone FGM, a practice that is not just a harmless tradition amongst some Christian and Muslim communities but can cause severe bleeding, problems urinating, cysts and infections, as well as complications in childbirth and increased risks of newborn deaths.

The UN demands FGM is halted immediately as a gross violation of human rights. 

“When I first visited Nigeria I noticed that it was very difficult to grab young men’s attention about FGM,” said Maggie O’Kane, Chief Executive of the Global Media Campaign to End FGM.

“They were more interested in watching their heroes play football on TV in the bar. This #BornPerfect campaign hits the goal – where other forms of campaigning just plain miss – because we are using their Football heroes as Influencers – to help bring about a change in young men’s attitudes towards FGM.”

“My daughters and I really appreciate this opportunity to support the movement against the FGM,” Efe Ambrose said. “We urge you to do the same”