“You need to be able to stand up for what is right”: MTV Shuga Naija’s transformative impact on youth attitudes towards sexual violence in Nigeria
Key Social Norms Take-aways: MTV Shuga Naija significantly shifted harmful gender and sexual violence-related social norms among Nigerian youth by reducing victim-blaming attitudes and increasing awareness of sexual harassment and violence. The intervention illustrates how entertainment-education, when grounded in theory and embedded in relatable narratives, can disrupt entrenched norms, catalyze attitudinal change, and foster critical […]
Reducing GBV in Zambia: Midline Survey Findings
Key Social Norms Take-aways: The Natwampane program demonstrates that well-designed media interventions can positively influence deeply entrenched social norms that condone gender-based violence (GBV). Regular exposure to Natwampane radio content was associated with reduced acceptance of harmful gender norms, increased awareness of legal rights and SGBV services, and more willingness to intervene in or report […]
Evaluation of the effect of the Momentum project on family planning outcomes among first-time mothers aged 15–24 years in Kinshasa, DRC
Key Social Norms Take-aways: The Momentum intervention successfully shifted social norms related to postpartum family planning (FP) among first-time mothers in Kinshasa. Key social norms outcomes included increased perceived community support and descriptive and injunctive norms supporting contraceptive use. However, normative expectations (beliefs about what others think one ought to do) remained unchanged, suggesting that […]
Effects of the Momentum project on postpartum family planning norms and behaviors among married and unmarried adolescent and young first-time mothers in Kinshasa: A quasi-experimental study
Key Social Norms Take-aways: The Momentum project revealed that social norms regarding postpartum family planning (PPFP) remain especially restrictive for never-married adolescent mothers. While the intervention improved contraceptive behaviors across groups, it had limited influence on shifting normative expectations, descriptive norms, and personal agency—particularly among 15–19-year-olds who were never married. These findings underscore how age […]
Association of Male Partners’ Gender-Equitable Attitudes and Behaviors with Young Mothers’ Postpartum Family Planning and Maternal Health Outcomes in Kinshasa, DRC
Key Social Norms Take-aways: Community and household norms around male involvement, decision-making, and caregiving shape reproductive and maternal health outcomes. Programs should challenge norms that restrict men’s roles to authority figures and promote shared caregiving and decision-making to support healthier, more equitable outcomes for young families. Objectives: This study explored how male partners’ gender-equitable attitudes […]
“As young men we have a role to play in preventing sexual violence”: Development and relevance of the men with conscience intervention to prevent sexual violence
Key Social Norms Take-aways: This study illustrates how social norms tied to masculinity, leadership, and gender equity can be challenged through structured, reflective interventions with young men in positions of influence. It shows that gender-transformative programming can shift deeply held beliefs about power, control, and male privilege—especially when young men are engaged as allies in […]
Determining the most significant changes on intergenerational communication and young people’s family planning and reproductive health outcomes: Qualitative evaluation of the Merci Mon Héros media campaign in Niger and Cote d’Ivoire
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 […]
Evaluating a youth-designed sexual and reproductive health mass and social media campaign in Cote d’Ivoire: triangulation of three independent evaluations
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 […]
Estimating the Cost of the Design, Production, and Dissemination of Social Media Videos for Social and Behavioral Change: Evidence From Merci Mon Héros in Niger and Côte d’Ivoire
Key Social Norms Take-aways: This study highlights the role of youth-led media in challenging taboos and social norms around reproductive health (RH) and family planning (FP) in Francophone West Africa. By sharing personal stories and thanking supportive adults, the Merci Mon Héros (MMH) videos promoted open intergenerational communication, helping to normalize RH conversations. The campaign […]
Transforming Masculinities/Masculinite, Famille, et Foi Intervention; Endline Quantitative Research Report
Key Social Norms Take-aways: The endline evaluation of the Masculinité, Famille et Foi (MFF) intervention confirms that social norms—particularly those embedded in religious teachings—strongly influence gender roles, family planning (FP) use, and intimate partner violence (IPV). The intervention effectively challenged harmful gender norms by engaging faith leaders and couples in critical reflection, leading to shifts […]