The study was on the assessment of marketing communications for discouraging female genital mutilation in Cross River State Nigeria. It was occasioned by the continued practice of female genital mutilation in some communities in Nigeria, notwithstanding the health hazards. The study objectives were to: ascertain the effect of word-of-mouth and Africa traditional media as a marketing communications’ tools for discouraging female genital mutilation (FGM) in Cross River State, Nigeria. The study adopted survey research design. The geographical scope was one city area (Calabar South) and one rural community (Itigidi) in Cross River State, Nigeria. The sample scope includes mothers, t
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