Key Social Norms Take-aways While the study does not frame its analysis using formal social norms theory or terminology, it implicitly engages with normative influences—particularly descriptive norms—through its mass media intervention. The radio program aimed to shift perceptions of contraceptive use by portraying it as common, accepted, and beneficial. Results suggest that exposure to the program increased the perception that other women use contraception, which may reflect changes in descriptive norms. However, no significant shifts were observed in injunctive norms or explicit approval of family planning. The study also notes that changes in behavior were modest and more likely among women with greater decision-making power, suggesting that normative expectations and power dynamics continue to shape contraceptive choices. Overall, the findings highlight the potential of entertainment-education to influence perceived norms but also the limitations of mass media alone in transforming deeply held social expectations. Objectives: To evaluate the impact of a radio-based entertainment-education program on contraceptive attitudes, knowledge, and use among women in Burkina Faso. Intervention Details: The intervention consisted of a nine-month radio campaign that aired in six languages across 64 community radio stations. The centerpiece was a 30-episode fictional series titled “Allô la famille,” designed to address family planning, gender dynamics, and reproductive health through relatable storylines and characters. The program targeted rural women of reproductive age and aimed to improve knowledge and shift attitudes toward modern contraception. The messaging incorporated behavioral science principles, including narrative persuasion, role modeling, and indirect norm activation. Methods: A randomized controlled trial was conducted in 16 rural communes in Burkina Faso. Communes were randomly assigned to either the treatment group (received the radio program) or control group (no program). The sample included 7,027 women surveyed at baseline and endline. Quantitative analysis focused on differences in contraceptive knowledge, attitudes, perceived norms, and self-reported contraceptive use. Subgroup analysis explored heterogeneous effects by women’s decision-making power and household characteristics. Results: Exposure to the radio program led to modest increases in knowledge of modern contraception and in perceptions that other women use family planning. However, the intervention had no statistically significant impact on overall contraceptive uptake or approval of family planning. Effects were stronger among women with higher autonomy in household decisions. The authors conclude that while media can shift some perceptions, broader structural and normative constraints continue to limit behavior change. Conclusions: Mass media can influence perceived descriptive norms around contraception, but it may be insufficient to change behavior without complementary interventions that address power and social expectations.