Promoting social change through edutainment: An analysis of yolo television series
Key Social Norms Take-aways: The YOLO TV series illustrates the potential of youth-focused media to challenge entrenched gender and sexual norms in Ghana. By depicting relatable scenarios and modeling respectful, equitable relationships, YOLO disrupts dominant narratives of male sexual entitlement and female silence. It opens space for critical dialogue among young audiences, though structural change […]
The influence of gender-equitable attitudes on sexual behaviour among unmarried adolescents in rural Tanzania: a longitudinal study
Key Social Norms Take-aways: This study explores how both individual and community-level gender-equitable attitudes influence adolescent sexual and reproductive health and rights (SRHR) in rural Tanzania. Gender-equitable attitudes were measured using the Gender-Equitable Men (GEM) scale, both at the individual level and aggregated to the village level to capture perceived community norms. The study found […]
Do Community-Based Livelihood Interventions Affect Sexual and Reproductive Health and Rights of Young People in Slum Areas of Uganda: A Difference-in-Difference with Kernel Propensity Score Matching Analysis
Key Social Norms Take-aways: While the intervention did not explicitly use social norms theory, it provides clear evidence of injunctive norms—what individuals believe others expect—related to gender, sexual behavior, and sexual and reproductive health and rights (SRHR). Survey items captured expectations around sexual agency, gender-based violence, and contraceptive responsibility. The intervention led to a decline […]
Evaluation of RISE II Integrated Social and Behavior Change Activities in Niger: Baseline Report
Key Social Norms Take-aways: This baseline study highlights the pervasiveness of social norms that reinforce early and forced marriage, gender-based violence (GBV), and limited reproductive autonomy among adolescent girls in Niger. Norms around family honor, male decision-making authority, and expectations for girls to marry and bear children early are deeply entrenched. The study underscores that […]
How is media content and outreach supporting young Zambians to make sexual and reproductive health decisions?
Key Social Norms Take-aways: Tikambe’s multi-platform approach—combining media content with peer-led outreach—successfully engaged with harmful gender and social norms around adolescent sexual and reproductive health and rights (SRHR) in Zambia. While the project did not explicitly use formal social norms theory, it clearly targeted perceived social expectations around decision-making, contraceptive use, and parent–child communication. These […]
Gaining traction: Promising shifts in gender norms and intimate partner violence in the context of a community-based HIV prevention trial in South Africa
Key Social Norms Take-aways: This study demonstrates that community mobilization efforts that target harmful gender norms—such as male dominance, IPV tolerance, and communication taboos—can lead to measurable shifts in attitudes, behaviors, and relationship dynamics. Norms change was facilitated by improved access to gender-equitable messages through media, and greater openness in couple communication, helping to reshape […]
Shifting gender norms to improve HIV service uptake: Qualitative findings from a large-scale community mobilization intervention in rural South Africa
Key Social Norms Take-aways: Social norms around HIV testing and treatment—particularly those tied to stigma, secrecy, and gendered power—are significant barriers to service uptake for adolescent girls and young women (AGYW) in South Africa. The Tsima intervention showed that transforming these norms—by promoting open communication, supportive male involvement, and reframing testing as a collective responsibility—can […]
Findings of an evaluation of community and school-based reproductive health and HIV prevention programs in Kenya
Key Social Norms Take-aways: This study provides strong evidence that addressing perceived social expectations can reduce the acceptability and prevalence of female genital mutilation/cutting (FGM/C). While the intervention did not explicitly state they were measuring injunctive norms, the survey included items on perceived community approval, religious endorsement, and social pressure—core elements of injunctive norms. The […]
‘Poverty can break a home’: Exploring mechanisms linking cash plus programming and intimate partner violence in Ghana
Key Social Norms Take-aways: This study highlights how deeply entrenched gender norms around male authority, women’s subservience, and family roles shape both the occurrence and acceptability of intimate partner violence (IPV) in Ghana. While the LEAP 1000 cash-plus program reduced IPV through economic security, conflict reduction, and women’s empowerment, the normative context—particularly around gender roles […]
Sociocognitive Predictors of Condom Use and Intentions Among Adolescents in Three Sub-Saharan Sites
Key Social Norms Take-aways: This study reinforces the importance of beliefs about what others expect and approve of as key predictors of condom use intentions among adolescents in sub-Saharan Africa. The findings highlight that in collectivist settings, social approval from peers and family may exert a stronger influence than individual attitudes. The results suggest that […]