«We need to make much greater use of social media»

In Mali, IAMANEH and the Association des Jeunes pour la Citoyenneté Active et la Démocratie (AJCAD) are joining forces to combat female genital cutting (FGC). This collaborative initiative mobilizes young people to challenge this human rights violation through social media campaigns and public events.

Adam Dicko, the founder of AJCAD, and gender expert Daouda Ballo strategically use digital communication to raise awareness about sexual and reproductive health. In a conversation with IAMANEH Switzerland, they discuss both the opportunities and challenges associated with this form of knowledge dissemination..

IAMANEH: The importance of digital media for disseminating information about sexual health has grown significantly. Both nationally and internationally, it is evident that young people and adults turn to digital media for questions about sexuality. Is this also the case in Mali?

Adam Dicko: Indeed, we observe a similar trend, especially among young people. The internet is one of the main sources of information about contraception for them. The web and social media offer quick and discreet access to factual information at any time, effectively serving as a medium for education. Young people do not face stigma or have to justify their curiosity and instead find personal experiences shared about all sorts of sexual topics. That is why we believe it is crucial to also enhance the media literacy of activists involved in open youth work.

You work closely with bloggers and influencers. How do you choose your collaborators?

Daouda Ballo: We partner with influential bloggers and media activists and train AJCAD staff to improve their social media impact. When selecting collaborators, we prioritize those with significant reach and an existing focus on our topics. Journalists and radio stations addressing gender equality, FGC, and related issues are also integral to our efforts..

Activists speaking on feminist or women's rights issues in Switzerland often face media attacks. Do your media activists in Mali experience similar challenges?

Daouda Ballo: Topics such as FGC and sexual self-determination are susceptible to misinformation because they are highly relevant to young people but controversial among religious leaders. These topics are also emotionally charged and heavily present in the media, often in a negative way. Unfortunately, disinformation campaigns exploit these negative emotions, targeting individuals who speak out on these issues with harsh criticism or even threats.

How do your activists respond to such threats? Or how do they protect themselves?

Adam Dicko: Many resort to self-censorship or silence. To counter this, we train activists in media literacy and equip them with strategies for resilience. By collaborating with experienced bloggers, we not only educate about FGC but also support activists in handling digital attacks..

Could you share specific strategies you employ?

Adam Dicko: We emphasize empathetic engagement, encouraging activists to address hostility with educational responses. Some bloggers have seen attackers turn into allies after constructive discussions.

Daouda Ballo: We’ve also implemented a peer-review system. Bloggers share content drafts in a WhatsApp group for feedback before posting. This collaborative process builds confidence and provides a support network when facing backlash.

Have your efforts to combat misinformation about FGC shown results?

Adam Dicko: Yes. Some individuals, after understanding the consequences of FGC, not only renounce their hostility but also become advocates for its abolition. However, with only 36% of Mali’s population having internet access, direct community engagement remains more impactful. By involving traditional leaders and other local authorities, we achieve deeper, more sustainable change.

What is your vision for leveraging social media in advocacy?

Adam Dicko: Social media allows us to connect with young people beyond traditional education spaces, using visuals and emotional storytelling to inspire action. However, limited internet access and the polarized nature of online discourse present challenges. To overcome this, professionals and organizations must maintain a constructive presence, collaborate with influencers, and build trust through accurate and relatable content. Encouraging critical evaluation and source verification among users is also essential.

This is an interview from our INFO brochure 2024.

Adam Dicko is a social entrepreneur and the Executive Director of the Association des Jeunes pour la Citoyenneté Active et la Démocratie (AJCAD), focusing on civic engagement and human rights. AJCAD boasts over 20,000 members, 57 employees, and more than a dozen projects. With over 15 years of volunteer experience and seven years of professional experience in sustainable development and social activism, Adam Dicko supports communities in developing strategies and skills for participatory democratization and combating corruption.

Daouda Ballo serves as the Gender and Social Inclusion Officer at AJCAD. Passionate about fundamental rights, he is responsible for promoting diversity, equal opportunities, and respectful interactions within the organization. He implements inclusion projects, coordinates various activities and events, and advises staff and volunteers on educating people about sexual rights and health.