The project expands the Ifrah Foundation’s model of systematic change for ending female genital mutilation (FGM) to the Banadir region of Somalia. The model of systematic change uses advocacy, awareness raising (particularly on the health impacts of FGM), community education and empowerment to shift cultural beliefs around FGM. This expansion includes a media academy for key community stakeholders such as religious leaders and community leaders to train them on how to use social media as a tool through which to reframe beliefs about FGM as a religious practice. Media academy participants are then linked with the Ifrah Foundation’s media ambassador network to strengthen their ongoing activities and provide mentoring support inclusive of using intergenerational focus groups to reframe these beliefs. One village from the Banadir region will be selected for dedicated community engagement. Participants from that village will be trained on creating awareness about the health impacts of FGM in their community and support for ending FGM will be mobilized by getting families to sign up for the Dear Daughter campaign, which works towards a FGM free future for the next generations.