Let’s talk FGM

Helping NHS health professionals sensitively discuss female genital mutilation.

                          Let’s talk FGM image

The challenge

Female genital mutilation (FGM) is illegal in the UK but affects around 137,000 girls and women. So Joanne McEwan, Health Visitor at Oxford NHS Foundation Trust, asked us to develop a digital product to help health professionals talk considerately about FGM in short appointment slots.

Her ultimate aim? To prevent FGM and help survivors find support.

FGM two african women
NHS logo

Our approach

In partnership with Joanne, we began by exploring what health staff and affected communities needed most. The resulting iPad app includes films and soundbite-style information in five languages - looking at the impact of FGM, how to protect children, the law and how to find support locally.

Health professionals can use the app to sensitively discuss FGM - even when time is limited. It’s currently being trialled with 400 health professionals across Oxfordshire.

White October sensitively handled the design, understanding the need for the images to be reflective of the communities, and produced a high quality app that is already having great impact.

Joanne McEwan

Health Visitor at Oxford Health NHS Foundation Trust

FGM, african child in the field


  • User experience designers


  • Mobile app developers
  • Healthcare apps

Ready to talk?

Whether you want to create a new digital product or make an existing one even better, we'd love to talk it through.

Get in touch