Key Social Norms Take-aways This study highlights the importance of community-led social norms transformation in reducing violence against women. The SASA! intervention facilitated behavior change by challenging gender norms that underpin intimate partner violence and HIV vulnerability. The success of SASA! was linked to its ability to diffuse ideas through multiple communication channels and within existing social networks, allowing trusted community members to influence others. Social norms shifted through visibility of new behaviors, peer discussions, and community-wide support, showing that relationship norms are malleable when people see credible examples and experience collective momentum for change.
Objectives The study aimed to examine how the SASA! intervention facilitated the diffusion of new ideas and behaviors regarding intimate relationships and violence prevention within Ugandan communities, and what communication channels and intervention attributes contributed to its impact.
Methods The study combined qualitative and quantitative methods within a larger randomized controlled trial. Quantitative data from 929 participants in Kampala, Uganda, were analyzed using logistic regression to assess associations between exposure to various SASA! communication channels and self-reported improvements in relationship quality. Additionally, 20 in-depth interviews were conducted with individuals from intervention communities to understand the mechanisms of behavior change and uptake of SASA! messages.
Intervention Details SASA! is a community mobilization approach developed to address violence against women and HIV risk by shifting social norms around power and gender. Implemented over 2.8 years in four Ugandan communities, SASA! engaged community activists to lead informal activities, share materials, conduct street dramas, and hold conversations about power, relationships, and gender equity. The intervention included four phases—Start, Awareness, Support, and Action—designed to build momentum and reinforce norm change across different layers of the community.
Results Participants with exposure to SASA! through multiple channels—especially interpersonal communication with community activists and peers—were significantly more likely to report positive relationship changes, including improved communication and respect. Communication materials and mid-media such as street dramas created awareness, while interpersonal discussions were most influential for behavior change. Elder engagement was particularly effective for women, while partner discussions had the strongest effect for both genders. Observing positive changes in others and perceiving SASA! messages as relatable increased motivation to adopt new behaviors.
Conclusions The SASA! intervention effectively diffused new norms around power and relationships by embedding change within community networks. Change agents who were trusted community members helped bridge personal transformation and collective norm shifts. The study shows that integrating relatable content with social diffusion strategies is critical for shifting harmful norms and promoting violence prevention at scale.