Social Marketing as a Strategy to Change Social Norms: Evidence and Case Studies from LMIC

Abstract for Preformed Panel Presentation from the 2022 International SBCC Summit in Morocco:

"Social norms are a form of social influence predicated on the idea that human beings' fundamental need to belong in society causes individuals to hold attitudes and beliefs, and engage in behaviors, that are similar to referent others. Social marketing is the application of "marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good".

This presentation aims to connect the dots between social marketing and social norms based on three evidence-based case studies illustrating how social marketing can change norms. First, in Rwanda, an existing branded program called Ni Nyampinga (NN) designed to empower and promote agency in girls was adapted using social marketing to build positive social norms for HPV vaccination. Second, in Sudan, a social marketing program called Saleema was used to change social norms about female genital mutilation (FGM). Third, in Bangladesh, Kenya and Nigeria, modern cookstoves were promoted using social marketing campaigns.

In Rwanda, we found a clear preference and HPV knowledge effects for the branded NN story telling messages compared to methods that did not use social marketing. In Sudan, results showed a positive effect of increased anti-FGM social norms as a function of exposure to the Saleema campaign. Finally, in Bangladesh, Kenya, and Nigeria, results showed improved norms about purchase and use of modern cookstoves as a function of exposure to the social marketing campaigns. This shows that utilizing social marketing approaches to promote and create role models that promote positive norms helps to shift norms."