Measuring impact of storyline engagement on health knowledge, attitudes, and norms: a digital evaluation of an online health-focused serial drama in West Africa
Key Social Norms Take-aways: The study illustrates how digital entertainment-education content like C’est La Vie! (CLV) can influence health-related social norms in West Africa. Specifically, the show helped shift norms regarding female circumcision, emergency contraception, and sexual assault, with higher engagement levels leading to more pro-health attitudes. Importantly, different storylines had varying levels of impact, […]
Using social and behavior change communication to increase HIV testing and condom use: The Malawi BRIDGE Project
Key Social Norms Take-aways: The BRIDGE II program addressed harmful norms related to gender, sexual behavior, and HIV stigma through mass media and community engagement. By challenging prevailing beliefs and encouraging community discussion, the intervention helped shift social expectations around HIV testing and condom use. These shifts supported individuals in adopting healthier behaviors within a […]
ADOLESCENT TRANSITION IN WEST AFRICA (ATWA) OUTCOME EVALUATION 2022-2023 Endline Report
Key Social Norms Take-aways: The ATWA program demonstrates that comprehensive, school- and community-based life skills education can lead to early shifts in social norms around gender and adolescent sexual and reproductive health and rights. Although short-term changes in community-level norms were modest, significant improvements in adolescents’ knowledge, attitudes, and gender-equitable beliefs suggest that norms around […]
Changing Childbearing Norms During an Era of ART Expansion in Malawi, 2009 to 2015
Key Social Norms Take-aways: This study demonstrates a significant shift in community-level childbearing norms in Malawi between 2009 and 2015, particularly regarding the acceptability of parenthood for people living with HIV/AIDS (PLWHA). As access to ART expanded, societal norms evolved to become more supportive of HIV-positive childbearing, suggesting a broader process of normalization. Nonetheless, full […]
Re-conceptualising gender and power relations for sexual and reproductive health: contrasting narratives of tradition, unity, and rights
Key Social Norms Take-aways: This study reveals that gender and power relations among young adults in Malawi are shaped by competing narratives—tradition, unity, and rights—each reflecting different social norms. Traditional norms emphasize male authority and women’s obedience, but participants also expressed support for more collaborative (unity) or rights-based gender relations. The concept of “power with” […]
Social normative origins of the taboo gap and implications for adolescent risk for HIV infection in Zambia.
Key Social Norms Take-aways: This study introduces the “taboo gap” to explain how discordance between community attitudes and behaviors around premarital sex can increase HIV risk for adolescents, particularly girls. Drawing on social norms theory, the authors argue that injunctive norms—rules about acceptable behavior—generate silence around adolescent sexuality. The taboo against openly acknowledging premarital sex […]
Changing the Script: Intergenerational Communication about Sexual and Reproductive Health in Niamey, Niger
Key Social Norms Take-aways: Social norms discourage discussion of sexuality and FP with youth, but shared community values—especially protecting youth and promoting well-being—can be leveraged to shift behaviors. Objectives: This study explored how social norms and values shape communication between adults and unmarried youth about family planning (FP) and sexual and reproductive health (SRH) in […]
Who’s that girl? A qualitative analysis of adolescent girls’ views on factors associated with teenage pregnancies in Bolgatanga, Ghana.
Key Social Norms Take-aways: The study highlights how social norms around adolescent sexuality and contraception—especially beliefs that family planning is only for married women and that boys should be responsible for condom procurement—shape young women’s sexual decision-making. While many girls exhibited strong agency, clear future goals, and negotiation skills around condom use, normative stigma surrounding […]
Understanding the Psychosocial Correlates of the Intention to Use Condoms among Young Men in KwaZulu-Natal, South Africa
Key Social Norms Take-aways: Social norms—especially the perceived expectations of peers and elders—strongly influence young men’s condom use intentions. Changing these norms is key to improving safer sex practices. Objectives: This study aimed to examine the psychosocial factors influencing young men’s intentions to use condoms consistently in KwaZulu-Natal, South Africa. It focused on how social […]
Understanding how social norms affect modern contraceptive use
Key Social Norms Take-aways: A critical social norms insight from this study is that norms which discourage contraceptive use likely function primarily by decreasing women’s practical abilities (mental effort, social embarrassment, access confidence) to use contraception. This finding suggests that programs aimed at shifting social norms or mitigating their negative impacts on contraception should prioritize […]