In the past, numerous attempts by colonial governments and international agencies to abolish the practice of female genital cutting in Africa failed to make any significant impact on behaviour. In this article, we describe how, since 1996, an indigenous NGO has been attempting to reform the practice in the rural communities of Oromia (Ethiopia). We show that it has brought about enduring change by creating awareness about the health consequences of the practice, facilitating collective debate on the topic using participatory methods, and involving local elders in the decision to abandon it. We compare this approach to other successful African initiatives undertaken during the same period based on similar strategies. We argue that these programmes have been able to amend the practice by empowering the communities to direct their own process of change, based on their own traditions. We caution, however, that such interventions should not be made without a full understanding of the cultural meaning(s) of the practice, which should be seen in a holistic manner.