25 January 2024 | Report
Gender Norms and Change: Resources to Support Campaign Interventions to Shift Gender Norms
Published by: PBCWE
This paper provides an overview of evidence on recent program interventions that address gender norms. Its purpose is to provide a summary of how these interventions have sought to influence gender norms and the lessons learned from these efforts.
To understand whether norms are changing and how, it is helpful to combine qualitative and quantitative research and to take a long-term view.
It is critical to conduct baseline studies to know the local context before designing a social marketing intervention, and that there should be a pilot period to test, redevelop, and retest any campaign messaging that is being used.
Available evidence suggests that campaigns are not effective on their own to create change in gender norms. They need to be supplemented at the individual, community, and institutional levels with critical reflection, advocacy, and policy work
Evidence also shows great promise for working with men to create behaviour change, working with men also needs to be treated with caution to avoid shoring up men’s power and control.
Social norms change
Strategies and lessons learned in changing gender social norms
Monitoring and evaluating gender norms
Social marketing and advertising approaches to gender norms
Annex 1: Indonesia
Annex 2: Philippines
Annex 3: Vietnam
Annex 4: South East Asia
This paper was prepared by My Linh Nguyen and Shane Harrison for Investing in Women. My Linh is a technical expert on gender equality, women’s economic empowerment, sexual reproductive health and rights. Shane supports humanitarian and development organisations to mainstream gender equality and the empowerment of women and girls within their programs.
View other Resources
Investigating Gendered Social Norms Affecting Women’s Economic Participation Related to Recruitment and Promotion in Vietnam
This report presents findings of CARE International in Vietnam’s research on gendered social norms and how they limit women’s economic participation as factory workers and office workers in Vietnam. The research employs CARE International’s Social Norms Analysis Plot Framework, which can be used to define the components and assess the strength of a norm and […]
Trends in women’s economic empowerment amidst the COVID-19 pandemic in Indonesia, the Philippines, and Vietnam
This report examines gender norms in Indonesia, the Philippines, and Vietnam, focusing on changes during the COVID-19 pandemic and their impact on women’s economic empowerment.
This brief discusses previous challenges in collecting time use data in Indonesia, where work strongly follows gender lines. Previous attempts to collect time use data in Indonesia fail to capture the full extent of unpaid care work. In late 2022, partners conducted a pilot using a new light diary tool developed by the International Labour […]