Key Social Norms Take-aways This study directly explored social norms by examining how community members perceived changes in what people believe should be done (injunctive norms) and what others are doing (descriptive norms) regarding adolescent reproductive health and intergenerational communication. It found early evidence of shifting norms: adults and youth described increased comfort and empathy around discussing sexuality and contraception, while some participants explicitly challenged prior beliefs that such topics were shameful or inappropriate. The Merci Mon Héros campaign helped normalize these conversations by modeling them publicly and highlighting positive deviance. While harmful norms—such as linking contraceptive use with promiscuity—remain, participants increasingly modeled alternative behaviors, suggesting that normative change is taking root.

Objectives To qualitatively assess the most significant changes attributed to the Merci Mon Héros media campaign in Niger and Côte d’Ivoire, especially changes in communication between adults and youth, youth use of reproductive health services, and other unintended positive or negative outcomes.

Methods This qualitative study used the Most Significant Change methodology. Researchers conducted 48 focus group discussions with 260 participants, including adolescents, young adults, and influential adults. Participants shared stories of personal or observed change resulting from exposure to the campaign. Local selection committees ranked stories by perceived significance, and all stories were thematically analyzed to assess knowledge, attitudes, behaviors, self-efficacy, and social norms.

Intervention Details Merci Mon Héros is a youth-led, mixed media campaign implemented via television, radio, social media, and community events. Developed under the United States Agency for International Development’s flagship social and behavior change initiative, the campaign features youth testimonials and intergenerational dialogue stories. It aims to break taboos and shift harmful gender and social norms by encouraging open communication about sexuality and reproductive health between youth and adults.

Results Participants described increased reproductive health knowledge, greater self-efficacy, and more frequent and open intergenerational communication. Adults shared stories of overcoming embarrassment to talk to children about sexuality, while youth reported confidence in accessing services and discussing reproductive health with peers. Several stories revealed changing community attitudes and behaviors that challenge longstanding taboos, though some social norms—especially those rooted in religious or conservative beliefs—remain strong.

Conclusions Merci Mon Héros has contributed to shifting both individual behaviors and broader social norms around adolescent reproductive health communication. While normative barriers persist, the campaign has helped create an enabling environment where youth and adults feel more empowered to access services and support one another. Sustained efforts are needed to reinforce these changes, engage key community influencers, and scale the campaign to deepen its impact.