Key Social Norms Take-aways Tikambe’s multi-platform approach—combining media content with peer-led outreach—successfully engaged with harmful gender and social norms around adolescent sexual and reproductive health and rights (SRHR) in Zambia. While the project did not explicitly use formal social norms theory, it clearly targeted perceived social expectations around decision-making, contraceptive use, and parent–child communication. These reflect injunctive norms, even if the terminology was not used. The project increased young people’s confidence to talk about contraception, abstinence, and HIV testing, and improved perceptions of support from parents and traditional leaders. Regular exposure to Tikambe content was associated with stronger agreement that girls have the right to decide whether to use contraception—suggesting a normative shift in gendered expectations.

Objectives To evaluate the reach and impact of the third phase of the Tikambe project (2020–2024) in improving SRHR knowledge, attitudes, confidence, and service uptake among young people aged 14–24 in Zambia.

Methods The evaluation included a cross-sectional survey of 1,411 youth in 16 districts, supplemented by 311 interviews with school-based participants. Quantitative analysis compared regularly exposed versus unexposed youth using chi-square tests and regression analysis, controlling for demographic factors. The evaluation also disaggregated results for 14–17-year-olds to assess reach and impact among younger adolescents.

Intervention Details Tikambe used radio, TV, social media, and interpersonal communication to deliver accurate SRHR information and shift harmful norms. BBC Media Action supported local media outlets to produce 448 interactive programs and 261 dramas. Peer educators from Restless Development conducted outreach in schools, clinics, and youth clubs, promoting life skills and norm reflection. Content was tailored by age group and aligned with Zambia’s comprehensive sexuality education curriculum.

Results The Tikambe project reached over 599,000 young people through media, and 462,000 through the combined media and outreach approach. Youth regularly exposed to Tikambe demonstrated significantly higher SRHR knowledge, including awareness of STIs and contraceptive methods. They were more confident discussing contraception, abstinence, and HIV testing, and more likely to engage in SRHR discussions with parents, peers, and community members. Exposure was also associated with greater awareness and willingness to use youth-friendly services. Among 14–17-year-olds, regularly reached adolescents were more likely to feel supported by parents and traditional leaders and to believe girls in their communities have a right to make decisions about contraception.

Conclusions Tikambe’s multi-component model effectively increased SRHR knowledge, confidence, and community support while challenging restrictive gender norms. Interventions targeting young adolescents and integrating both media and community engagement are essential to reduce risks and promote SRHR equity.