Key Social Norms Take-aways This study highlights that key to successful change was aligning gender-equity messages with respected religious doctrine and delivering them through credible sources. Men’s attitudes shifted more rapidly, suggesting the value of engaging male authority figures. In contrast, women’s slower adoption may reflect caution due to possible negative consequences in a patriarchal context. Interventions must therefore not only promote normative change but also ensure supportive environments that protect and empower women as they adopt new roles and behaviors.
Objectives This study aimed to assess the impact of a community-level intervention designed to shift gender norms and improve sexual and reproductive health outcomes among married women in a low-income, predominantly Muslim community in Mumbai, India.
Methods The research used a quasi-experimental design comparing an intervention community to a matched control community over three years (2009–2011). Formative qualitative research, including in-depth interviews with women, men, and couples, was used to identify local gender norms and generate attitudinal statements. A Gender Equity Scale (GES) was developed from this research and administered annually to cross-sectional samples from both communities, as well as to NGO staff and Muslim religious leaders (Imams) involved in the intervention.
Intervention Details The intervention engaged local NGOs and Imams to disseminate gender equitable messages. NGO staff integrated these messages into ongoing outreach activities and large community events. Imams delivered gender-equity messages during Friday sermons, incorporating Qu’ran-based justifications for equitable spousal relationships. Communication strategies included street dramas, posters, handbills, and banners. Over three years, the intervention reached tens of thousands of community members.
Results The intervention led to significant improvements in gender-equitable attitudes in the intervention community compared to the control. Imams, initially holding the most inequitable views, showed the greatest positive change in gender equity scores. NGO staff also improved, though to a lesser extent. Community-level results revealed that men in the intervention community showed a dramatic positive shift in attitudes over time, while women’s changes were more modest and delayed.
Conclusions Community-based interventions that engage trusted institutions such as religious leaders and NGOs can shift gender norms, especially among men. The study demonstrates the importance of repeated, culturally grounded messaging and the utility of a locally developed measurement tool. Effective change requires sustained, multilevel engagement tailored to community structures.