Social Norms Change

A strategic education program developing knowledge, skills, values, and behaviors for learners to become responsible global citizens. Uses three learning domains—cognitive, socio-emotional, and behavioral—to foster peace, tolerance, inclusion, and sustainability through project-based learning.

This initiative focuses on addressing social and gender norms to promote sustainable change in family planning and reproductive health (FP/RH) in East and Southern Africa. Through the Learning Circles approach, SBC practitioners shared experiences and insights to tackle deeply rooted norms and improve access to FP/RH services.

This article discusses formative research conducted in coastal Ghana to inform the development of a culturally relevant multi-component intervention that combines parenting support with parental mental health strategies. The findings highlight facilitators and barriers to positive parenting and mental health, emphasizing the need for community-based programs to improve child and family well-being.

This program focuses on addressing deeply rooted social and gender norms to achieve sustainable change in family planning and reproductive health in East and Southern Africa. It leverages peer perspectives and learning circles to promote social and behavior change tailored to local contexts.

A couple communication intervention in Oromia, Ethiopia, developed using a human-centered design framework, demonstrated that encouraging open conversations about pregnancy and childbirth between couples leads to improved maternal and child health outcomes. The intervention utilized audio devices with radio stories modeling healthy, gender-equitable relationships.

B’more for Healthy Babies, in partnership with the Johns Hopkins Center for Communication Programs, launched a new video to promote safe sleep practices and reduce infant mortality in Baltimore. The video emphasizes community involvement and delivers key safety messages using the ABCDs of infant safety: Alone, Back, Crib, and Don't Smoke.

A study conducted in Côte d’Ivoire, the Democratic Republic of Congo (DRC), and Benin examines why caregivers delay seeking treatment for children with fever, a symptom often linked to malaria. The research highlights the role of structural factors, social norms, and interpersonal communication in influencing timely care-seeking behavior.

A study by the Johns Hopkins Center for Communication Programs analyzed factors influencing modern contraceptive use among young married women in Ethiopian cities. Key drivers include radio exposure, contraceptive knowledge, and family size, with significant regional disparities in usage rates.

In Tajikistan, Imam Sharifzoda Azalshoh partnered with FHI 360 to reduce tuberculosis through mosque-based interventions. The imam uses Friday sermons to discuss TB prevention, treatment, and challenge patient stigma. The program provides material support (monthly food stipends) and psychosocial counseling funded by mosque charity boxes (zakat/sadaqah). This model demonstrates sustainable community-based funding for health interventions through religious charitable giving.

MTV Shuga is a multi-award-winning African television drama series that promotes sexual and reproductive health among youth through compelling storylines about love, relationships, and HIV. Broadcast in 70+ countries, the series features storylines on HIV testing, PrEP, and prevention. Evaluations show viewers are twice as likely to get HIV tested, twice as likely to know about HIV self-testing and PrEP. Male viewers of Shuga 3 were 21% less likely to justify forced sex or wife beating.

Since 1977, Rare has implemented 250+ Pride campaigns in 57 countries using social marketing to inspire conservation behavior change. Each campaign features a charismatic flagship species mascot to build local pride in biodiversity. The approach has protected coral reefs, forests, and endangered species by changing fishing, hunting, and land-use practices.

The Global Handwashing Partnership (GHP) coordinates Global Handwashing Day (October 15) and year-round advocacy to promote handwashing with soap worldwide. Since 2008, the campaign has mobilized over 200 million participants annually through school events, community activities, and media campaigns. The partnership develops evidence-based resources on behavior change drivers, including emotional motivators and social norms.

The Adolescent Kit is UNICEF's flagship life skills program for adolescents aged 10-18, particularly in humanitarian and crisis contexts. Implemented in 45+ countries since 2015, it uses participatory methods, arts, innovation, and "Adolescent Circles" to build psychosocial well-being, life skills, and community engagement among vulnerable youth.

After a 2003 boycott by religious and political leaders in Northern Nigeria (citing fears of vaccine contamination and Western agendas), a strategic engagement campaign transformed Muslim clerics from rejectors to advocates. The Northern Traditional Leaders Committee, supported by the Sultan of Sokoto, trained Jumua imams (Friday prayer leaders) using fatwas on vaccination and prepared sermons. Wild poliovirus cases dropped 95% from 2009-2010. Kano State, once the epicenter of vaccine rejection, became Nigerias best-performing state.

Channels of Hope is World Vision's flagship faith-leader engagement model that transforms community attitudes toward HIV. The program trains faith leaders (Christian and other religions) to replace messages of fear and guilt with hope, reduce stigma, and promote testing, treatment, and care. In the Dominican Republic, training 50+ church leaders identified 262 adults and children living with HIV, providing spiritual support, antiretroviral referrals, and home reconstruction. The methodology addresses misconceptions rooted in religious interpretations.