@mizdidi is the first ever winner of the UNICEF-Powered #frownchallenge (Season 1) + How to participate.

Yes, Akande Adeola Margaret (instagram: @mizdidi) from Ekiti State, is the first ever participant and the July monthly winner of the #endcuttinggrls Frown Challenge, Season 1, (July 2017-July 2018). This implies that she is already one of the 12 final contenders for the “most powerful frown” against Female Genital Mutilation/Cutting at the grand finale in July 2018. She emerged as the winner with the overall score; 22/40 (breakdown: Message Strength=15/20, Frown Strength=5/10, Likes Strength=2/10). As a monthly winner, she will be trained as a Social Media Advocate for Female Genital Mutilation/Cutting abandonment (FGM/C).She will also receive a UNICEF-endorsed certificate of recognition which is her ticket as a contender for the most powerful frown against FGM/C. The grand reward for the frown challenge is fantastic and will be announced at the Grand finale in July, 2018.

The Frown Challenge is not just an ordinary challenge.It is a campaign to bring together young advocates with the aim of ending Female Genital Mutilation/Cutting (FGM/C) in this generation.

FGM/C, which is erroneously known as female circumcision, is any partial or total removal of the external female genitalia or any other injury to the female genital organ for non-medical reasons, as defined by the World Health Organisation (WHO).

The negative effects of FGM/C include severe bleeding, infertility, vaginal infections, urinary tract infections, pain during sex, painful menstrual cycles, and even death in some cases. FGM/C has no known advantage or religious backing; it should definitely be frowned at.

To know more about FGM/C, kindly check this video link or visit  www.endcuttinggirls.org,


We encourage everyone to join the #FrownChallenge every last Friday of the month (FROWN FRIDAYS); it’s pretty easy. Simply:

Step 1:  Post a your FROWN SELFIE on Instagram

Step 2: Add your message on FGM/C abandonment

Step 3: tag #endcuttinggirls, #frownchallenge

Each month, the winner of the “the most powerful frown” will be selected based on “likes” decided by the social media public, and “message acceptability” decided by @endcuttinggirls.  An“acceptable message”is one that talks about FGM/C without being rude, judgemental, or blaming a particular sector of the society, religion or ethnic group.

The monthly winner of “the most powerful frown” will be awarded with…

  1. A UNICEF-endorsed certificate of recognition
  2. An opportunity to be trained as a social media advocate against FGM/C
  3. A chance to represent “most powerful frown” at #endcuttinggirls annual programs.

To increase your chances of winning, you need to follow these rules and regulations:

  1. Only posts on the last Friday of every month (Frown Fridays) will be considered, and you cannot edit post after this day .
  2. Your facial expression must be a FROWN, and it has to be obvious!
  3. All elements in the Frown Selfie (background, environment, & frown, i.e.) will be considered, as your general outlook must reflect your message.
  4. Message must be original and can be expressed as thoughts, opinion, poem, experience or song lyrics.
  5. You may tag @endcuttinggirls
  6. Use the #tag: #endcuttinggirls, #frownchallenge

Although, @endcuttinggirls may repost any entry of choice at any time, the original post will be used when deciding the monthly winner. Remember, show your frown,and know about Female Genital Mutilation/Cutting before you make the post.  Monthly winners for a particular Frown Friday will be announced on the 7th of the following month.

The UNICEF-powered #endcuttinggirlsFROWN CHALLENGE targets using the agents of change (Young generation) to create information pressure and actions that will contribute to ending Female Genital Mutilation/Cutting(FGM/C) by using catalytic/viral photographs. Relevance of youths cannot be over-emphasized. A good example of the power of the young generation is the story of three young girls that escaped from their homes to avoid Female Genital Mutilation/Cutting (FGM/C), which is a component of the “rite of passage” into womanhood in their community. The incident resulted in a lot of discussion involving the community leaders and the custodians of their custom regarding the benefit of the practice. This ongoing dialogue, ultimately,led to the public declaration of FGM/C abandonment by the people of Izzi Clan in Ebonyi State.

Watch video here: 

The FROWN CHALLENGE aims, in the long run, to encourage all Nigerians, home and abroad, to volunteer a “frown” against female genital mutilation/Cutting on @endcuttinggirls Social media platforms.

All photographs will be reviewed so that no one is left out. All entries are valuable to this campaign.The most powerful frowns will be selected to become #endcuttinggirls ambassadors in areas of high prevalence of FGM/C. This is an opportunity to lend your voice to ending FGM/C in this generation. Hence, everyone is a winner.

Get creative, show your frown at Female Genital Mutilation/Cutting and let’s end cutting girls.

Together, we will end Female Genital Mutilation/Cutting in this generation.

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