Encoded exposure and social norms in entertainment-education
Key Social Norms Take-aways: This study provides empirical evidence that entertainment-education (EE) programs can influence social norms directly through audience exposure, without necessarily relying on behavior change as a mediator. It highlights the importance of “encoded exposure”—a multi-dimensional measure capturing attention, recall, involvement, and frequency of engagement—with findings suggesting that deep and sustained involvement with […]
Measuring the effectiveness of communication programming on menstrual health and hygiene management (MHM) social norms among adolescent girls in India
Key Social Norms Take-aways: This study demonstrates that social and behavior change interventions can effectively shift social norms surrounding menstruation when these norms are conceptualized as multidimensional constructs—encompassing personal beliefs, perceived peer approval (injunctive norms), and perceptions of others’ behaviors (descriptive norms). The GARIMA initiative revealed that increased exposure to positive messaging significantly aligned personal […]
How does a Social and Behavioral Change Communication Intervention Predict Menstrual Health and Hygiene Management: A Cross-Sectional Study
Key Social Norms Take-aways: The GARIMA intervention reveals that breaking the culture of silence around menstruation can lead to improved menstrual health and hygiene management when social and behavioral change communication is grounded in interpersonal and community dialogue. The intervention successfully shifted gender norms and increased interpersonal communication, which were key mediators of improved menstrual […]
Preventing violence against women and girls in Bihar: challenges for implementation and evaluation
Key Social Norms Take-aways: The Do Kadam Barabari Ki Ore program demonstrated that interventions embedded within government platforms can begin to shift social norms around gender and violence, particularly when tailored to participants’ interests and accompanied by trusted community figures. Notably, efforts to build women’s agency, change male attitudes about masculinity, and equip community leaders […]
“Household Debt and Relation to Intimate Partner Violence and Husbands’ Attitudes Toward Gender Norms: A Study Among Young Married Couples in Rural Maharashtra, India”
Key Social Norms Take-aways: Social norms around male dominance, control, and justification of violence play a crucial role in how economic stress like debt translates into IPV. Interventions targeting IPV need to include men and address both financial stress and the underlying gender beliefs that fuel violence. Economic programs focused only on women may miss […]
Does Mass-Media Public Communication Campaign Normalize Discussion, Attitude and Behavior about Condom Use among Married Men in India?
Key Social Norms Take-aways: While the study does not directly measure social norms, it explores how a mass-media campaign designed to shift norms—particularly around masculinity and condom-related stigma—was associated with changes in individual attitudes, discussion, and self-efficacy. The campaign aimed to normalize condom use by reframing it as responsible and masculine, and reducing embarrassment around […]
Assessing the impact of CHARM2, a family planning program on gender attitudes, intimate partner violence, reproductive coercion, and marital quality in India
Key Social Norms Take-aways: The CHARM2 intervention demonstrates that structured, gender-synchronized counseling with both men and women can improve attitudes toward gender equality and reduce social acceptance of intimate partner violence in patriarchal settings. However, despite shifts in normative attitudes, behavior change such as reductions in intimate partner violence or reproductive coercion may require more […]
Can Media Campaigns Change Attitudes and Spark Actions to Reduce Early Child Marriage? Impact Evaluation of Breakthrough’s Early Marriage Campaign in Jharkhand and Bihar States of India. Grantee Final Report
Key Social Norms Take-aways: The study reveals that norms supporting early marriage and rigid gender roles can shift through media-driven and community-based engagement. Breakthrough’s mass media campaigns challenged the normalization of child marriage, while training and community mobilization helped reinforce critical reflection on gender norms. The intervention encouraged more equitable attitudes among adolescents and adults, […]
Community Gender Norms Change as a Part of a Multilevel Approach to Sexual Health Among Married Women in Mumbai, India
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 […]
The Role of Gender Norms on Intimate Partner Violence Among Newly Married Adolescent Girls and Young Women in India: A Longitudinal Multilevel Analysis
Key Social Norms Take-aways: This study reveals a counterintuitive association between community-level gender norms and intimate partner violence (IPV) among newly married adolescent girls and young women (AGYW) in India. Researchers used two proxy measures of social norms: (1) a community-level equitable gender attitudes index—based on AGYW’s agreement with five statements about gender roles (e.g., […]