Female Genital Mutilation/Cutting (FGM/C) is a universal concern, with more than 200 million girls and women alive today who have undergone the practice primarily concentrated in Africa. The Maasai, a semi-nomadic ethnic group inhabiting the Northern Central part of Tanzania, have the highest rate of FGM/C in the whole country. Researchers have emphasised the importance of local context-based studies in the field to help abandon the practice. This study aimed to explore what challenges lies in combating FGM/C within Maasai communities in the Northern Central part of Tanzania as well as how strategies for ending the practice can be put in place, using local context-based information. Twelve qualitative semi-open interviews were conducted in Arusha, Tanzania, with people who had experience with FGM/C, either personal or professional. The interviews were analysed by using a thematic analytical approach and by using different theoretical frameworks relating to the social and cultural aspects of FGM/C. The results of this study shows that FGM/C is a social convention, deeply rooted in cultural traditions and beliefs connected with marriage and adulthood, whereby the norm and expectations itself are the driving force behind the practice rather than any specific group in the community. Our findings indicate that boys and mens role are bigger than initially acknowledged, suggesting a higher degree of their inclusion in all interventions on FGM/C. In the work of eliminating the practice, the most efficient strategies are those on individual and community level to build up awareness: Training sessions involving community leaders, religious leaders and health care professionals. Important strategies on the individual level include education and economic empowerment. One key finding in this study is that visual proof and information such as videos and drama has been very fruitful in changing perceptions on FGM/C. Further, we suggest that all interventions aiming to achieve sustainable change need to happen from within, using Maasai themselves. Hence, capacity building within communities is crucial. Another key finding in this study is the existing communication gap between advocators against FGM/C and practicing communities, indicating a need of higher degree of understanding in relation to the complexity surrounding FGM/C, especially in relation to cultural sensitivity.