The Effects of Social and Gender Norms on Adolescent Health and Livelihood Outcomes in LMICs is a two-year project that examined how social and gender norms influence health and livelihood outcomes of adolescents and young people (ages 10–24) in low- and middle-income countries, with a particular focus on adolescent girls and young women in sub-Saharan Africa and South Asia. Funded by the Gates Foundation from 2023-2025, the project conducted three scoping reviews on the links between norms and adolescent outcomes, and on interventions using entertainment media and engaging faith or cultural champions. Findings from these reviews highlighted evidence gaps, generated actionable recommendations for future investments in norm change interventions, and supported intervention designs in India, Kenya, and Nigeria.
This repository houses the literature and insights from the scoping reviews. We invite you to explore and use this evidence to inform your research, programs, and advocacy.
This review looked at four main outcomes associated with adolescent girls and young women. Throughout this site, the four outcomes depicted below will be referenced
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Module 2 examines how norms influence behaviors, showing that descriptive and injunctive norms interact with structural forces—laws, economic opportunities, and broader social conditions —to shape outcomes. It underscores that norms are distinct from attitudes and must be measured separately to identify true levers for change. Rigorous designs and intersectional analysis are needed to unpack causal pathways. Sustaining norms change requires supportive systems and multi-sectoral strategies. The module identified where programs can intervene most effectively and highlights evidence gaps.
Entertainment Media for Norms Change
Module 3 explores how entertainment media—radio, TV, and digital storytelling—can shift harmful norms at scale. When grounded in theory and informed by formative research, media can model positive behaviors, spark reflection, and reinforce community dialogue. Pairing media with interpersonal communication deepens engagement and supports diffusion of new ideas. Many evaluations, however, lack detail on reach, exposure, sequencing, and often measure attitudes instead of norms. Despite these limitations, entertainment media is a promising, adaptable, and cost-effective strategy for norms change across diverse settings.
Faith and Cultural Champions for Norms Change
Module 4 highlights the role of faith leaders and cultural champions in shifting deeply rooted norms through trusted relationships and community roles. Effective interventions build champions’ capacity, integrate with existing social and religious structures, and operate across individual, household, and community levels. Champions also support scale-up by grounding programs in local realities and helping to diffuse new practices. While evidence on scalability and mechanisms of change is limited, mobilizing influential leaders strengthens community ownership and increases the likelihood of sustained impact.
