22 May 2020 | Report

Gender norms and change: Resources to support campaign interventions to shift gender norms


Published by: Investing in Women


  • Information
  • Executive summary
  • Purpose
  • Introduction
  • Key Concepts
  • Method
  • Findings
    • Social norms change
    • Approaches
    • Strategies and lessons learned in changing gender social norms
    • Monitoring and evaluating gender norms
    • Social marketing and advertising approaches to gender norms
  • Conclusion
  • Annex 1: Indonesia
  • Annex 2: Philippines
  • Annex 3: Vietnam
  • Annex 4: South East Asia
  • Reference List


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.


    • 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.

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