Key Social Norms Take-aways This evaluation affirms that social media can be powerful vehicles for shifting social norms around gender and violence against women in India. The format of media content critically shaped outcomes. A fictional, humorous series led to meaningful reductions in harmful gender norms and increased empathy toward survivors, while a documentary format was more successful in prompting public engagement. These findings highlight the potential for emotionally engaging, relatable content to drive internal norm change, particularly when tailored to the digital behaviors of youth. Objectives: The study aimed to test whether short-form video campaigns delivered via Facebook Messenger could shift attitudes and norms around violence against women, and whether different media formats—fictional (implicit messaging) versus documentary (explicit messaging)—led to different types of impact. It also examined whether effects varied by age, gender, education, or geography. Methods: A randomized controlled trial was conducted with over 5,500 Indian Facebook users, aged 18–35, who opted into the study through targeted recruitment ads. Participants were randomly assigned to one of three groups: an implicit fiction group, an explicit documentary group, or a placebo control. Videos were delivered over 10 days through Messenger. Participants completed surveys before and after viewing to measure changes in attitudes toward gender roles, acceptance of violence against women, and behavioral intentions. Digital trace data from Facebook were used to assess medium-term behavioral outcomes. Intervention Details: The implicit intervention was a five-part fictional drama using humor and relatable scenarios to embed messages around gender equality and non-violence. The explicit intervention included four documentary-style videos featuring direct messages, expert voices, and calls to action. Both were designed for mobile viewing and delivered as chat-based sequences to simulate private, conversational engagement. Results: Participants who viewed the fictional series demonstrated significant improvements in gender-equitable attitudes and decreased acceptance of violence against women. The documentary viewers were more likely to engage publicly, with a 91% higher likelihood of adding an anti- violence against women frame to their profile picture in the months following exposure. Both interventions showed positive effects across gender, education levels, and rural/urban locations, suggesting broad accessibility and equity in reach. Conclusions: Digital messaging via Facebook Messenger can effectively shift attitudes and behaviors related to gender and violence prevention. Fiction-based content may be more effective for shifting norms, while documentary formats can drive action. Blending both approaches may enhance long-term social norm change efforts.