Piloting the Born Perfect Bus Tour in Liberia: Driving Social Change to End Female Genital Mutilation in Liberia
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Piloting the Born Perfect Bus Tour in Liberia: Driving Social Change to End Female Genital Mutilation in Liberia
Across towns and villages in Liberia, a brightly branded bus has been stopping in markets, town halls, and community gathering spaces—not to transport passengers, but to spark critical conversations about harmful traditional practices affecting the health and well-being of women and girls.
The Born Perfect Bus Tour is a community-driven initiative accelerating social norm change and strengthening political commitment to end Female Genital Mutilation (FGM). Travelling through Totota and Palala in Bong County, with outreach in Margibi, Cape Mount, Bomi, and Gbarpolu, the tour brings dialogue directly into communities where the issue has often remained difficult to discuss openly.
Led by medica Liberia and the Community Healthcare Initiative (CHI), in collaboration with the Global Media Campaign to End FGM and the National Campaigners Against Harmful Traditional Practices, the pilot initiative is supported by UN Women’s West and Central Africa Regional Office, UN Women Liberia Country Office, and Embassy of Ireland in Liberia.
Using a mobile outreach model, the Bus Tour engages women, men, youth, and traditional leaders who may otherwise have limited access to information or platforms for discussion. Evidence from the March 2026 impact evaluation shows the approach is opening dialogue and shifting attitudes. In Bong County, the share of respondents who said most people support sending girls to the Bush School dropped from 39% before the Bus Tour to 10% afterwards. Those who said they would take their own daughter to the Bush School fell from 22% to 6%.
A Bus That Brings Conversations to Communities
At each stop, the Bus transforms public spaces into forums for learning and dialogue. Community gatherings combine music, storytelling, comedy, and facilitated discussion to create culturally relevant engagement.
Survivors share their experiences, youth leaders ask questions, traditional authorities reflect on cultural practices, and artists challenge harmful norms through performance. These approaches make sensitive issues more accessible while encouraging reflection across generations.
Radio programmes at county and national levels extend conversations beyond Bus stops. The approach has proven highly accessible: 95% of respondents aware of the Bus Tour said the messages were easy to understand and adopt.
The initiative prioritises respect, dignity, and cultural sensitivity. Activities ensure emotional safety, with voluntary survivor participation supported by trained psychosocial staff. Dialogue tools encourage communities to reflect collectively on gender norms, traditions, and the protection of girls’ rights.
At the national launch, UN Women Liberia Country Representative Ms. Comfort Lamptey emphasized: “UN Women considers supporting the Government to end FGM as one of our top priorities in Liberia and we see the Born Perfect Bus Tour as one way to give women the power they need to end it.”
Opening Space for Honest Dialogue
Before arriving in each community, campaign teams consult traditional leaders, women’s groups, youth representatives, religious leaders, and local authorities. These engagements build trust, address concerns, and ensure community ownership.
A rapid baseline assessment in Bong County highlights the main drivers sustaining FGM:
Culture and tradition (63%)
Social acceptance (40%)
Marriageability (31%)
Religion and health-related reasons (under 7%)
Even without direct coercion, perceived social consequences—such as exclusion or reputational harm—continue to influence participation.
During the tour, structured dialogues were held with more than 100 traditional and religious leaders, including Zoes (female practitioners of FGM) and Muslim leaders. The pilot underscored the importance of combining large public events with smaller, face-to-face engagements, which proved especially effective in addressing taboo issues.
As one community member, Ma Watta Kanneh of the Marketing Association, reflected: “I have been part of this community for over 20 years, and I haven’t seen the FGM issue discussed this way. For me, I see this as progress, and with more awareness, I believe it will lead to changes in the communities.”
What Communities Are Saying
The impact assessment done two months after the Bus Tour shows that it has increased discussion about FGM in homes, community spaces, and religious centres, particularly mosques. Communities such as Totota and Lofa Bridge reported more open dialogue, alongside growing support for removing FGM from the Sande school.
Behavioural indicators reinforce these shifts. The percentage of respondents who decided not to send their daughters to the Bush School increased from 14% to 25%. More people also reported discussing FGM with family members and others—an important sign that silence around the practice is beginning to break.
Encouragingly, traditional leaders in Gbarpolu County publicly stated that bush operations had stopped and expressed support for ending FGM. In Bong and Cape Mount counties, leaders have committed to continued dialogue and engagement.
The initiative’s reach has been significant. In Gbarpolu County, 98% of respondents were aware of the Bus Tour and 86% had engaged with it. Among participants overall, 73% said they learned something new, 85% reported a shift in attitudes, and 89% said the initiative had a positive impact on their community.
Bringing Community Voices to the National Legislature
The Bus Tour concluded with a stop at Liberia’s National Legislature, where insights gathered across communities were presented directly to policymakers. The event brought together lawmakers, traditional leaders, civil society actors, development partners and campaign partners.
By linking grassroots dialogue with national policy discussions, the initiative helped bridge the gap between community realities and legislative action, reinforcing momentum toward stronger protections for women and girls.
Building Momentum for Change
The Born Perfect Bus Tour demonstrates how locally led, culturally grounded initiatives can open pathways for change. By transforming silence into dialogue—and dialogue into action—the initiative is helping shift deeply rooted social norms.
During the pilot phase, the programme reached more than 4,000 people directly and online at launch, and over 3,000 community members during Bus Tour stops across five counties.
As Liberia continues efforts to end FGM, the Bus Tour offers a compelling model for scale—combining mobile outreach, community dialogue, and sustained engagement to drive lasting change.