Communication & behaviour change

Changing gender and social norms, attitudes and behaviours

This annotated bibliography presents studies of programmes that aim to bring about changes in gender and social norms, and changes in wider attitudes and behaviours. Much of the literature and some programme designs recognise the need to change social norms in order to change behaviours, such as HIV/AIDs prevention and better sanitation and hygiene. The report looks at ...» more

Methods and approaches for understanding behaviour change

There are many theories about, and approaches to, behavioural change derived from disciplines such as psychology, sociology, communication and political science. These theories focus on a number of different levels: the enabling environment; the community; the interpersonal; or the individual. What matters is not only which behaviour change intervention or policy is ...» more

Webinar video: Social norms and violence against women and girls

  Dr Lori Heise (London School of Hygiene and Tropical Medicine) and Emma Fulu (the Equality Institute) gave short presentations on social norms and violence against women and girls. They drew on their experience and research to reflect on comments and questions raised by participating development practitioners. Download the presentations here and here. The webinar was held on…» more

Social norms

In recent years the development community has witnessed an upsurge of interest in the role that social norms may play in perpetuating a host of harmful practices, especially practices affecting women and girls.  There has long been interest in how deeply held beliefs, attitudes, and norms can justify male dominance and reinforce behaviour and institutions that…» more

Social media and conflict management in post-conflict and fragile contexts

Some of the roles social media has played in conflict management include: In some cases social media and other new media tools have been used to help hold governments accountable, bring citizens together to protest violence, coordinate relief efforts, empower citizens, provide information to reduce tensions, and build bridges of understanding across boundaries. In other cases ...» more

Changing discriminatory norms affecting adolescent girls through communication activities – A review of evidence

Rachel Marcus, Ella Page

This report presents findings from a review of evidence on the effectiveness of communications programmes for changing norms affecting adolescent girls in low- and middle-income countries. The studies in this review all examined communications initiatives that aimed to change norms on gender issues, reported on certain areas of adolescent girls’ wellbeing or included adolescent ...» more

Changing attitudes and behaviours in relation to gender equality

This helpdesk report surveys literature on strategies and initiatives designed to increase awareness and to change attitudes and behaviours in order to promote greater gender equality. The structure of the report is based on the following areas: religious influences; community-level processes, alongside media and social campaigning; and activities targeting men’s attitudes and ...» more

Literature and debates around behaviour change

There is a large literature around behaviour change, drawing from a number of disciplines including psychology, sociology, anthropology, economics, and neuroscience. Within these disciplines there does not seem to be a particularly outstanding group of literature or debate and it is highly contestable what the strongest groups of literature seem to be. There are a number of ...» more

Communication initiatives to change attitudes/behaviours

Key Findings: Behaviour change communication has been widely used in health education, and much of the literature included in this report is related to the health sector. Initially, communication initiatives adopted a diffusion approach, aimed at changing individual attitudes and behaviour. More recently, attention has also been paid to face-to-face and participatory ...» more