Key Social Norms Take-aways Social norms discourage discussion of sexuality and FP with youth, but shared community values—especially protecting youth and promoting well-being—can be leveraged to shift behaviors.

Objectives This study explored how social norms and values shape communication between adults and unmarried youth about family planning (FP) and sexual and reproductive health (SRH) in Niamey, Niger. It examined how adults who engage in such communication differ from those who do not, despite sharing the same restrictive normative environment.

Methods A two-stage qualitative study was conducted. First, a screening tool was developed to classify participants as open or non-open communicators. Then, 40 in-depth interviews were held with adolescents and adults, stratified by communication status. Thematic content analysis was conducted using Dedoose software, with data triangulated and interpreted through collaborative workshops.

Intervention Details While not an intervention itself, the study was part of an evaluation of the youth-led Merci Mon Héros campaign, which aimed to improve youth SRH outcomes.

Results Social norms in Niamey largely discourage premarital sex and restrict access to FP/SRH services for unmarried youth. Communication on these topics is widely seen as taboo. Despite this, some adults—classified as open communicators—justify such discussions by appealing to values like youth protection, family honor, and overall well-being.

Conclusions Even in a restrictive normative environment, some adults adopt counter-normative behaviors, using shared values to justify communication about FP/SRH with youth. These findings suggest that value-based messaging can support normative change and expand space for open communication.