Social Norms
Social norms action with informed and engaged societies
Social Norms
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at lainiciativadecomunicacion.com and is linked with The CI Global site.
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Curriculum-based Programming, Group Meetings, and Facilitated Community Conversations on Gender Norms - 15.8 Percentage Point Knowledge Improvement

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Strategy researched

Curriculum-based programming for adolescent girls and boys, group meetings for parents, and facilitated community conversations on gender norms with the objective to address gender norms around menstruation and improve menstrual health literacy

Impact achieved [all hypperlinked]

Adolescent girls in Act With Her-Ethiopia (AWH-E) communities were significantly more likely to report talking to their mothers about menstruation (22 percentage points over a base of 14.5%, p < 0.001). This impact is large - corresponding to a 151% increase. Adolescent girls in AWH-E communities are 15.8 percentage points (or 27%, the mean in the control group is 58.4%) more likely to be able to answer a question about menstruation frequency correctly compared to those in control communities. Boys in the treatment group were 11.6 percentage points (20.6%) more likely to know that menarche means a girl can get pregnant.

 

Country of study

Ethiopia

Research methodology

Cluster RCT

Journal

Frontiers in Global Women's Health; 2022

Journal paper title and link

Improving Menstrual Health Literacy Through Life-Skills Programming in Rural Ethiopia

Excerpt from Abstract

"...quantitative findings highlight large and statistically significant improvements on norms around menstruation, knowledge about menstruation and biological function, and knowledge and behavior related to menstrual hygiene management, but with important differences by location and gender."

Summary at this link