Top Tips for Social Norms Programming

Create or reinforce positive social norms by modelling desired behaviour(s). Using role models is a powerful tool to affect social norms. Amplify positive role models through…

• mass and/or digital media
• engaging role models in reflective dialogues and other community events
• testimonies or other storytelling approaches
• involving service providers/mobilisers to provide a platform

This offers “proof” that the desired behaviour is desirable, possible, and shows its benefits. The perception that other people, particularly others like them, are doing the same thing and/or approve of it, can increase positive norms and self-efficacy.

Tip: Messaging checklist

• Do not tell people what to think about the harmful behaviour – encourage personal reflection and thinking for oneself
• Avoid reinforcing stereotypes that may be associated with said behaviour
• Use locally relevant situations: champions, relevant vignette stories, examples from real community experience,…
• Encourage the audience to consider other viewpoints to promote critical engagement
• Avoid technical language and consider different levels of literacy/education as well as accessibility

Tip: Inclusive community dialogue

Ultimately, norms shift at the group level. Successful approaches seek change at the whole-community level, to ensure new behaviours are widely accepted. Consider the following when developing community engagement interventions:

• Individuals and groups within the community must own the process, and ultimately the success – this is also key for sustainability. Think about who is already speaking about the topics you want to work on – would it be possible to train them or develop a referral system? (see MSION Gagarabadau example)
• Balance learnings from outside (eg, an MSI mobiliser organising sessions) with dialogue stemming from the community itself (eg, an influencer sharing a positive role model story)
• Gender inequality and other power dynamics (eg age) play a big role in social norms. Make sure you empower individuals whose voices are often dismissed or unheard: women, people with disabilities, marginalised groups, adolescents,…
• Identify “game changers” from within the community to boost or lead the process. These “positive deviants” may become trendsetters and role models.

Tip: Using mass media

In our settings, interventions will often take place at the community level and focus on interpersonal communication. But we also use “mass” media, from radio shows or even tv adverts all the way to job aids and posters. Often, these materials will focus on correcting wrong information or dispelling myths. But in most cases, norms are not based on misperceptions of this kind, and a communication campaign alone will not be sufficient to shift them.

If you design your materials carefully, they offer opportunities there to reinforce the messages you are spreading in other ways. The following considerations can help you do this:

• Break the silence: exposure to new things can facilitate change. You can use media to publicise role models, benefits experienced by positive deviants, and signal nonconformity by showing respected and popular people who don’t abide by a harmful practice.
• Leverage the power of “edutainment”: this is when you try to teach people something through entertainment. For example, Ghana’s ATOUA TV show teaches people about the danger of unsafe abortion through storytelling. On a lower budget, the games many of the examples described use, also use the principle of edutainment.
• Aim to trigger local discussions: consider including a “call to action” to this effect.

Have a look at this guide to help you on your way.

Tip: engaging adolescents

Engaging and empowering adolescents through dedicated activities will also be key to change social norms. Adolescents are transitioning between stages of life and still forming their sense of self. They act as members of groups probably more than any other generational segment. Social identity, influence and pressure coming from peers strongly condition their lives and will contribute to shaping future adults. It is important to consider adolescents as a specific participants group and seek their participation in every phase and aspect of your programme.

Tip: engaging men and boys

Have a look at the evidence brief here. Or reach out to your Gender & Social Inclusion advisor!

Tip: being aware of own-team biases

Teams are community members as well, and are as such affected by prevalent social norms. Negative social norms from teams and especially providers can hinder progress as well. Values Clarification and Attitude Transformation (VCAT) workshops provide a valuable opportunity for MSI staff, providers, mobilisers and partners to explore their values, attitudes and behaviours related to our work in sexual and reproductive health and rights. VCAT is used to discuss abortion, post abortion care and contraception – and services for different client groups as well, including adolescents and clients with disabilities. You can find all VCAT resources here (internal link).

Tip: considering providers

Providers can be strong reference groups too. Make sure you engage them in this kind of work, as they are the ones offering the final experience to clients!  Consider organising VCATs – You can find all VCAT resources here (internal link).

Tip: leveraging existing opportunities

Here just examples about how you can make an existing “simple” DG session more normative (also point to radio spot examples) basically you don’t need new budget to do this etc.

Tip: Social network diffusion

Once you have identified influential community members/reference groups, you could leverage their influence through a social network diffusion approach. This means working with influential and connected network actors who may be more effective in diffusing new ideas and mobilising public dialogue than formal leaders or health workers alone. Have a look at this how-to guide for inspiration.