Special Series on Social Norms and Harmful Practices This paper examines the experience of Sudan by analysing the factors that promote and support the abandonment of female genital mutilation/cutting (FGM/C) and other harmful social practices. FGM/C is still widely practiced in all regions of northern Sudan but today actors are mobilizing across the country to end the practice. This paper analyses programmes that support ending FGM/C in Sudan and highlights the key factors that promote collective abandonment of the practice, including the roles of community dialogue, human rights deliberation, community-led activities, and the powerful force of local rewards and punishment. The Sudan experience demonstrates that social norms can change when a new understanding and appreciation of communities’ traditions and values is introduced. At policy level, the paper describes the adoption of laws and policies that prohibit or criminalize all forms of FGM/C and the introduction of integrated communication campaigns that have mobilized multiple actors to adopt and voice a consistent and clear stance against FGM/C.