An Entertainment-Education Initiative on Television A glimpse into production process
Key Social Norms Take-aways: The evaluation of Kyunki… Jeena Isi Ka Naam Hai illustrates that long-running entertainment-education programs can contribute to shifts in social norms and health behaviors at scale, particularly when built on a robust theoretical foundation and broadcast consistently over time. The show significantly influenced collective perceptions around key reproductive, maternal, newborn, and […]
“On the Wings of Wishes” (Icchedana), Adolescent Girls in Bangladesh Taking Flight Using A Social Behavioral Change Communication Program to Address Child Marriage Related Social Norms: A Longitudinal Panel Study.
Key Social Norms Take-aways: This study shows that social norms change is possible through targeted communication efforts but remains uneven across groups. While personal beliefs (injunctive norms) can shift—particularly among fathers—community-level perceptions (descriptive norms) often persist. Interventions must explicitly target reference groups and address the perceived social consequences of norm-breaking to create an enabling environment […]
Findings from a mixed-methods evaluation of a multi-level adolescent and youth reproductive and maternal health intervention in Karnali Province, Nepal
Key Social Norms Take-aways: The Healthy Transitions intervention demonstrated that gender-transformative programming at multiple socio-ecological levels can shift deeply rooted norms around early marriage, fertility, and gender roles. While notable progress was made in improving AGYW’s gender-equitable attitudes and family support for delaying marriage and childbearing, persistent social norms—such as son preference and stigma around […]
EXPLORING KNOWLEDGE, ATTITUDES, AND BELIEFS ABOUT CHILD MARRIAGE IN BANGLADESH THROUGH A TRANSMEDIA ENTERTAINMENT-EDUCATION INITATIVE.
Key Social Norms Take-aways: This study illustrates how transmedia Entertainment-Education (EE) can shift perceptions around child marriage by engaging viewers across multiple social-ecological levels. Exposure to the Icchedana programme was associated with greater disapproval of child marriage, particularly in interpersonal and societal domains. Despite education being a key determinant of child marriage, social norms persist […]
ENABLING GENDER NORM CHANGE THROUGH COMMUNICATION: A CASE STUDY OF A TRANS-MEDIA ENTERTAINMENT-EDUCATION INITIATIVE IN BANGLADESH.
Key Social Norms Take-aways: This case study illustrates how an evidence-based, gender-transformative communication initiative can begin to shift entrenched social norms around child marriage in Bangladesh. Through entertainment-education and targeted community engagement, the project influenced personal and familial norms, even when broader community-level beliefs remained resistant. The study emphasizes the importance of aligning social norms […]
Girls’ Education South Sudan (GESS) Output 1: Social & Behavioural Change Communication Endline Report – Final Draft
Key Social Norms Take-aways: The evaluation of the Girls’ Education in South Sudan Social and Behavioral Change Communication program reveals that social norms related to girls’ education—particularly attitudes around gender equality, parental support, and the prioritization of boys’ education—can be gradually shifted through targeted radio programming and community engagement. While progress was made in increasing […]
Transforming social norms to improve girl-child health and well-being: a realist evaluation of the Girls’ Holistic Development program in rural Senegal
Key Social Norms Take-aways: This evaluation highlights the effectiveness of community-driven, culturally embedded strategies to shift social norms that influence early marriage, adolescent pregnancy, and girls’ education. By restoring and elevating grandmothers’ traditional roles, the Girls’ Holistic Development program facilitated intergenerational dialogue, leading to greater social cohesion and community alignment around delaying marriage and supporting […]
How radio can build a more supportive environment for girls’ education, learning, and empowerment
Key Social Norms Take-aways: The EAGER program demonstrates that targeting social norms through media—especially radio—is an effective strategy for shifting attitudes that restrict girls’ education, reproductive autonomy, and empowerment. By broadcasting relatable, locally grounded stories and fostering open discussion among caregivers, community leaders, and girls, the program encouraged more equitable norms around adolescent girls’ rights, […]
Enabling Girls to Advance Gender Equity (ENGAGE) Report on the Midline Evaluation Results August 2019
Key Social Norms Take-aways: The ENGAGE program illustrates that social norms—particularly those around adolescent sexuality, contraception use, child marriage, and girls’ roles in decision-making—are deeply embedded in community beliefs and practices in Southern Malawi. While norms supporting child marriage are weakening, entrenched stigma remains around girls’ sexual activity and contraceptive use, especially among unmarried girls. […]
Preventing violence against refugee adolescent girls: findings from a cluster randomized controlled trial in Ethiopia
Key Social Norms Take-aways: The COMPASS intervention in Ethiopian refugee camps influenced social norms around gender, education, marriage, and social support, even though it did not significantly reduce violence within the 12-month evaluation period. Girls in the intervention reported more gender-equitable beliefs regarding education, marriage age, and childbearing, and had stronger social networks. These shifts […]