Key Social Norms Take-aways This formative research shows that social norms in Rwanda—such as expectations of male authority, the acceptability of wife-beating, and women’s responsibility to endure suffering for the sake of marriage—play a critical role in sustaining IPV. The findings underscore the importance of designing interventions like Indashyikirwa to confront not just individual behaviors but the broader moral frameworks that legitimize violence. Meaningful IPV prevention requires reshaping community norms around gender, power, and respectability.

Objectives To inform the design and implementation of the Indashyikirwa IPV prevention programme by exploring how social norms influence the acceptability and experiences of IPV among couples in rural Rwanda.

Methods As part of the formative research phase for Indashyikirwa, this qualitative study used in-depth interviews and focus group discussions with heterosexual couples, community members, and programme staff. The research aimed to understand how gender norms were articulated, enforced, and resisted within relationships and communities. Data were collected across multiple sites and analyzed thematically with attention to moral and relational dimensions of norm adherence and change.

Intervention Details Indashyikirwa was a multi-component IPV prevention programme implemented in rural Rwanda. Its core feature was a 21-session couples’ curriculum adapted from Journeys of Transformation and SASA!, focusing on power, gender equality, non-violent communication, and shared decision-making. The broader programme also included community activism, opinion leader engagement, and support services for survivors. This formative study helped shape and refine the intervention’s approach to social norm change.

Results Participants revealed that IPV was often seen as a morally justified response to women’s perceived failure to meet gendered expectations. Many women tolerated violence to maintain social respectability and protect their children, while men viewed violence as a disciplinary tool. However, couples who participated in the curriculum described significant shifts in understanding—moving from fear-based to respect-based relationships, and from male control to partnership. These changes were often supported and reinforced by broader community dialogue and validation.

Conclusions This formative research illustrates that IPV interventions must address the moral economies underpinning harmful social norms. Indashyikirwa’s design benefitted from this insight by targeting not only individual behaviors but the deeply rooted normative structures that legitimize gender-based violence.