Key Social Norms Take-aways This study provides compelling evidence that organized diffusion can effectively promote social norms change around intimate partner violence in contexts where such violence is widely accepted. The intervention successfully disrupted harmful norms by facilitating the sharing of new attitudes and behaviors across social networks. Changes in gender roles, spousal communication, and alcohol use reflect early shifts in the broader community’s acceptance of violence. The study underscores that community mobilization, trust in messengers, and social proximity are critical to sustaining normative change, particularly in patriarchal settings like rural Nepal.
Objectives The study aimed to evaluate how the Change Starts at Home intervention in Nepal influenced social norms around intimate partner violence through the mechanism of organized diffusion, and to assess whether these changes spread beyond core participants into their wider social networks.
Methods This qualitative study drew on in-depth interviews with 35 participants (18 couples) at 18-months post-intervention. Interviews explored how participants acquired, internalized, and shared new knowledge about intimate partner violence and gender norms. Thematic analysis was conducted using an existing codebook and structured by a six-phase model of organized diffusion, tracing the progression of knowledge and norm change from core participants to the broader community.
Intervention Details The Change Starts at Home intervention combined a 39-week radio drama with listening and discussion groups, couples’ sessions, and community engagement activities. Participants discussed topics such as gender norms, communication, conflict resolution, consent, and alcohol use. In the final months, participants led public events including street dramas and radio listening sessions to promote wider community awareness and engagement.
Results Participants reported improved spousal communication, reduced alcohol consumption, shared decision-making, increased household cooperation, and reduced use of violence. Many shared program content with spouses, family members, and neighbors, leading to visible changes in family and community dynamics. Participants also noted that social proximity and confidence influenced their ability to share and apply program lessons. Though broader diffusion beyond immediate networks was limited, evidence suggests emerging community awareness and a decrease in public disputes.
Conclusions The intervention sparked normative shifts around intimate partner violence by engaging participants in structured reflection and community sharing. While diffusion was stronger within close social circles, visible behavioral changes and community engagement indicate early movement toward broader norm change. For deeper impact, sustained engagement, wider coverage, and efforts to reach disengaged or resistant groups are essential.