Moving Beyond Small Group Reflection: Norms Shifting Happens Everywhere!

Abstract summarising a Preformed Panel Session at the 2022 International SBCC Summit in Morocco (see Related Summaries below for presentations that formed part of this panel):

"Social norms play an important role in many health and development outcomes and are often a focus of social and behavioral change and communication (SBCC) programs. Over the last five years, over 900 individuals from more than 150 organizations have joined together in a global network of five Learning Collaboratives to Advance Research and Practice on Normative Change (LC) to advance collective knowledge of social norms; what they are, how to measure them, how they influence behavior, and how to implement and scale interventions to address them. LC members have identified an over-emphasis on community-based, small-group approaches to shift social norms and called for action to address this gap.

This panel, organized by the LC, will bring together members to discuss approaches to norms shifting that go beyond small group reflection and have the potential to achieve change at a scale that could feasibly reach a tipping point of norms change. These approaches range from the use of social marketing to shift norms, to translating social norms evidence into campaigns to achieve macro-level norm change, and institutionalizing gender-transformative approaches by integration into government policies and structures. There will also be a presentation on a systematic review and meta-analysis of social norms intervention studies aimed at shifting tobacco use.

The panelists will address the ongoing debate over recent emphasis on social norms-focused interventions, how they fit into the SBCC field and whether this focus provides undue emphasis on community mobilization and small group reflection."