Experiences of Using Findings on Social Norms to Inform Public Support Strategies

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

"Harmful social norms are a key barrier to achieving gender justice and positive sexual and reproductive health and rights (SRHR) outcomes. Social norms are deeply held, shared beliefs about what are considered normal, acceptable and appropriate ways of thinking and behaving that often drive behaviour. The Right Here Right Now (RHRN) programme includes a focus on macro-level social norm change, aiming to build public support as a core component of creating an enabling environment for young people's SRHR. Public support initiatives are accompanied by information and education for young people, policy advocacy, and strengthening civil society, in a multi-component approach.

The presentation draws on experiences in Tunisia and Nepal, where RHRN partners are employing participatory community-based methods to explore norms in relation to youth SRHR. In these contexts, understanding social norms is seen as increasingly important in light of growing conservatism limiting efforts to promote youth SRHR. Taking an action research approach, Rutgers is working with partners in both countries to document how norms assessments findings can be used to develop targeted campaigns that identify and target "low hanging fruits" aiming to achieve social norm shifts, as well as informing other aspects of the multi-component approach. Through reflection meetings learning is gathered on challenges and recommendations for the process of using social norms findings to inform public support campaign. Emerging data will also be available on the impact of the campaigns, gathered using a social listening methodology."