“The child of your fellow is your child”: Building on existing protective norms to engage men as caregivers; qualitative findings from an exploratory evaluation of an edutainment intervention to prevent age-disparate transactional sex
Outcomes: Gender‑Based Violence, Sexual and Reproductive Health
View SourceKey Social Norms Take-aways Social norms—particularly those related to gender roles, masculinity, caregiving, and community responsibility—can be effectively shifted by building on existing positive and protective norms rather than introducing entirely new ones. The discussion emphasizes that norms positioning men primarily as financial providers can be expanded to include emotional engagement, caregiving, and active involvement in protecting adolescent girls. Importantly, reinforcing locally rooted norms such as the proverb “the child of your fellow is your child” can strengthen collective responsibility and catalyze community-wide action. The findings highlight that social norms change is most effective when it is relatable, community-driven, and supported by role models who demonstrate alternative, positive behaviors.
Objectives The study aimed to explore how an edutainment intervention (the LINEA radio drama) influenced men caregivers’ attitudes, beliefs, social norms, and behaviors related to preventing age-disparate transactional sex among adolescent girls in Tanzania.
Methods A qualitative, exploratory evaluation was conducted using in-depth interviews with 18 male caregivers before and after the intervention. The intervention included a radio drama delivered via USB flash drives and facilitated household discussion sessions. Data were analyzed using thematic analysis and the framework method, guided by social norms theory to assess changes in attitudes, beliefs, norms, and behaviors. Social norms were examined through narratives related to masculinity, caregiving roles, gender expectations, and community responsibility.
Results The intervention achieved high engagement and led to notable shifts in men’s perceptions and behaviors. Participants expanded their understanding of fatherhood beyond financial provision to include communication with daughters about sex and relationships, emotional engagement, and active protection against age-disparate transactional sex. The radio drama catalyzed new conversations within households and increased empathy toward adolescent girls’ experiences. Men also began to see themselves as agents of change, expressing willingness to educate peers and engage the broader community. Additionally, there was a shift from viewing girls as responsible for avoiding transactional sex to recognizing men’s role and accountability. The intervention reinforced and expanded existing protective norms, particularly community responsibility for safeguarding girls.
Conclusions The study concludes that edutainment interventions that leverage existing positive norms and provide relatable role models can effectively shift social norms and behaviors among men caregivers. Programs that engage men as caregivers—rather than solely as partners or perpetrators—hold strong potential for preventing age-disparate transactional sex and improving outcomes for adolescent girls. Future interventions should continue to build on protective norms, promote community-level change, and ensure men’s engagement remains accountable to the needs and agency of women and girls.
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