Key Social Norms Take-aways This study demonstrates that youth-led storytelling can shift harmful social norms around adolescent sexual and reproductive health (ASRH) by breaking taboos and modeling supportive adult-youth communication. The Merci Mon Héros (MMH) campaign highlighted how personal narratives and public expressions of gratitude can challenge stigma, encourage open dialogue, and promote new, positive norms of intergenerational support and respect. Changing norms requires not only information but emotionally resonant storytelling and active youth engagement.

Objectives To examine the perceived impacts of the Merci Mon Héros campaign on social norms and behaviors related to ASRH communication in Côte d’Ivoire, particularly how youth and adult participants experienced and interpreted campaign messages and community responses.

Methods This mixed methods study combined qualitative and quantitative approaches. Key informant interviews were conducted with 16 participants—eight youth storytellers and eight adult allies—to explore in-depth perceptions of behavior and norm change. These data were complemented by social media monitoring and analysis of engagement metrics to assess public response and amplification of campaign messages. Thematic analysis of interviews was triangulated with digital engagement data to understand both the personal and community-level impacts of the intervention.

Intervention Details Merci Mon Héros is a youth-led, multi-country social and behavior change campaign aimed at improving ASRH by promoting intergenerational dialogue. In Côte d’Ivoire, youth participants created testimonial videos thanking adults who supported their ASRH decisions. These stories were disseminated through social media and community outreach to encourage positive norms around adult support and adolescent empowerment.

Results Participants reported that MMH helped catalyze more open and respectful conversations about ASRH. Youth storytellers gained confidence and agency, while adult allies described greater awareness and willingness to support young people. Community-level responses indicated broader shifts, with increased engagement on social media and public endorsement of positive adult-youth interactions. The combination of personal storytelling and digital dissemination was seen as effective in initiating norm change, especially by making supportive behaviors visible and desirable.

Conclusions The MMH campaign in Côte d’Ivoire highlights the effectiveness of youth-led, narrative-driven interventions in shifting social norms related to ASRH. Mixed methods findings support the conclusion that fostering intergenerational dialogue through authentic storytelling can challenge stigma, promote open communication, and reinforce supportive behaviors in families and communities.