Gaining traction: Promising shifts in gender norms and intimate partner violence in the context of a community-based HIV prevention trial in South Africa
Outcomes: Gender‑Based Violence, Human Immunodeficiency Virus, Sexual and Reproductive Health
View SourceKey Social Norms Take-aways This study demonstrates that community mobilization efforts that target harmful gender norms—such as male dominance, IPV tolerance, and communication taboos—can lead to measurable shifts in attitudes, behaviors, and relationship dynamics. Norms change was facilitated by improved access to gender-equitable messages through media, and greater openness in couple communication, helping to reshape expectations around respect, non-violence, and shared decision-making in relationships.
Objectives To evaluate the impact of the Tsima community mobilization intervention on gender norms, intimate partner violence (IPV), and couple communication in rural South Africa, and to understand how shifts in media access and community dialogue contribute to norms change.
Methods A mixed-methods, quasi-experimental design was used. Quantitative data came from baseline and endline surveys in intervention and comparison communities, measuring gender attitudes using the Gender-Equitable Men (GEM) Scale, past-year IPV experience (women) and perpetration (men), and indicators of couple communication. Qualitative data included 23 in-depth interviews with intervention staff (community mobilizers and Community Action Team members), 59 interviews with community members, and two focus group discussions with 11 community mobilizers (10 of whom also completed IDIs). Thematic analysis explored how participants perceived changes in norms and behaviors.
Intervention Details Tsima (“working together”) is a community mobilization intervention designed to promote gender equality and reduce IPV through participatory, peer-led activities. It included local workshops, street theatre, radio broadcasts, door-to-door outreach, and structured dialogues. Tsima aimed to engage both men and women in transforming relational norms and building skills for equitable communication and conflict resolution.
Results Quantitative results showed significant improvements in gender-equitable attitudes (as measured by GEM Scale scores) and reductions in IPV perpetration among men and IPV experience among women in intervention communities. Respondents reported increased couple communication, often linked to exposure to Tsima’s media and outreach activities. Qualitative findings reinforced these results, highlighting how improved access to media content and community conversations helped shift perceptions of acceptable relationship behavior and fostered more respectful partnerships.
Conclusions Tsima’s multi-level approach effectively shifted gender norms by enhancing communication and expanding access to gender-equity messaging. Sustained community engagement and media integration are critical tools for transforming social norms and reducing IPV.
Disclaimer: These summaries were generated with the assistance of artificial intelligence and are based on the interpretation of source documents. While efforts have been made to ensure accuracy and clarity, there may be errors or omissions. Users are encouraged to consult the original documents for complete and authoritative information.