In-depth contextual analysis and research can help to identify the specific norms driving a specific form of violence against women and girls in a specific community. These can include norms around what it means to be a man or woman, gender roles inside and outside the home, family privacy, sexuality, and the acceptability of violence. The most relevant norms to address will vary depending on the specific behaviours or outcomes the programme wants to tackle. For example, a programme designed to prevent intimate partner violence might aim to transform social norms around family privacy, couple communication skills and the acceptability of violence.

Several qualitative methodologies can be used to understand and verify how important these norms are in a particular context. These include:

• Open-ended questions in a group or interview setting to explore whether a behaviour is perceived as typical, appropriate and whose opinions matter when deciding to follow a social norm – i.e. the reference group.
• Hypothetical vignettes – for example about a situation between a cohabiting or dating couple – for a participatory group discussion using semi-structured questions to surface predominant norms.

Useful tools for identifying social norms include the Social Norms Exploration Tool (Social Norms Learning Collaborative), the Participatory Research Toolkit for Social Norms Measurement (UNICEF/UNFPA/Drexel University), and the Vignettes and Social Norms Analysis Plot (CARE).

Different approaches have been tested to change social norms about VAWG, with varying levels of evidence about their effectiveness. These include:

• Community mobilization using community activists who are trained and supported to challenge harmful norms and attitudes. 
• Group-based workshops with mixed or single gender sessions to promote changes in attitudes and norms.
• Group-education with men and boys to move towards more inclusive, equal and positive attitudes and norms.
• Parent focused interventions that focus on gender norms, responsive caregiving, parental mental health, positive and age-appropriate discipline, addressing underlying power dynamics that drive violence in the home.
• Couple-level strategies that address household division of labour and healthy relationships. Activities may focus on improving relationships as well as reducing alcohol or substance use.
• Social marketing campaigns or ‘edutainment’ and group education

Often these techniques are used in combination, for example small-group workshops are often used alongside broader community engagement, to diffuse norms more widely.

More information about these different approaches to changing social norms can be found in the Transformed Attitudes, Beliefs and Norms, RESPECT: Preventing Violence against Women Strategy Summary.

Transforming social norms at the community level requires strong organisational commitment from  implementing partners. The most effective interventions have been implemented by organisations guided by strong values, and committed to reflecting on sensitive issues like violence, discrimination, power and relationships, both in their staff and volunteers’ personal lives and within the organisational structure. To do this, staff and volunteers should be carefully selected (or nominated by communities) for their gender-equitable and non-violent attitudes and behaviour. They may be supported to build these skills throughout the partnership, and go through thorough gender-transformative training so that they can confidently facilitate community discussions and self-reflect on their own biases. Learn more about selecting implementing partners 

When designing a programme that aims to change social norms, seek to include the following approaches:

• Develop messages that promote positive norms and behaviours, such as the important role of men as fathers, women's contribution to their households, the value of consensual sex and good communication in relationships, or the importance of working together for the good of the family. These positive messages should be pervasive, repeated across various platforms, and offer clear, appealing alternatives to VAWG.
• Prompt deliberation to discuss and reflect on norms, for example through community mobilisation, group discussions and workshops. Public or visible pledges, such as FGM abandonment ceremonies, have also been effective as end goals for deliberation.
• Increase the visibility of a new norm so that individuals are aware that others’ attitudes have also changed. To do this, it is useful to provide opportunities for public dialogues, for example, through ‘agents of change’  influential people who can diffuse norms within their networks. Spotlight Initiative in Sierra Leone has used the Positive Deviant model as part of this.  
• Reinforce positive behaviour changes with rewards, and sanction  individuals who practice harmful behaviours. Positive rewards can include social recognition or belonging to a group endorsed by role models, while implementing sanctions such as new laws or policies can reinforce changes.

A useful checklist for design and implementation of social norms programmes can be found in the Transformed Attitudes, Beliefs and Norms, RESPECT: Preventing Violence against Women Strategy Summary.