Key Social Norms Take-aways The TJ project confirms that social norms—particularly those linked to gender roles, fertility expectations, and open discussion about family planning (FP)—are key barriers to meeting unmet FP needs. Norms that limit women’s autonomy, discourage spousal communication, and stigmatize FP use are reinforced through social networks. TJ demonstrated that influencing social norms through trusted community actors and reflective dialogue can effectively shift attitudes and behaviors. Central to this success was the recognition that social change happens through relationships and networks—not just individuals.

Objectives Tékponon Jikuagou aimed to reduce unmet need for FP in Benin by addressing the social norms and barriers that prevent individuals—especially women—from adopting contraception. The project also sought to develop and test a scalable, community-based intervention model using social network theory.

Methods TJ used a quasi-experimental design with intervention and comparison communities. It employed a mixed-methods evaluation including baseline and endline household surveys, ethnographic research, social network mapping, focus groups, and in-depth interviews. Social norms were assessed through questions measuring perceived approval (injunctive norms), typical behavior (descriptive norms), and the influence of key reference groups such as spouses, family, and religious leaders.

Intervention Details TJ’s intervention package had five components: 1) social network mapping to identify influential groups and individuals, 2) reflective group dialogue using stories and discussion cards, 3) engagement of influential individuals to advocate for FP, 4) a “Each One Invites Three” campaign to encourage peer referrals to health services, and 5) radio broadcasts to reinforce messages and spark broader community dialogue. Implemented in 90 villages in Couffo, Benin, the intervention leveraged existing networks like savings groups and local leaders.

Results The project significantly reduced unmet need for FP (from 36% to 25%) in intervention areas. Modern contraceptive use increased among women (from 13% to 22%) and men. Key social norms shifted: more people viewed FP as acceptable, spousal communication increased, and fewer believed fertility decisions should be made solely by men. The approach also stimulated community demand for services and generated enthusiasm among facilitators and participants alike.

Conclusions TJ demonstrates that social network-based interventions can effectively address social norms that hinder FP uptake. Its participatory, relationship-driven model is scalable and adaptable. Sustained change requires reinforcing supportive norms and continuing to engage influential actors who shape community beliefs and behaviors.