Social norms are the shared but unwritten rules that govern behavior, and beliefs about which behaviors are appropriate, within a given social group.

Norms-shifting interventions create positive new norms, and engage a wide range of people at multiple levels. Done successfully, these interventions can modify social norms to support healthy behaviors.

This document, authored by the Learning Collaborative to Advance Research and Practice on Normative Change for Adolescent Sexual and Reproductive Health and Well-being, is one of a series of working papers that advance research and practice on normative change for AYSRH. The working paper adds to a discussion of social norms theory and programming by considering the unique characteristics and requirements of scaling up NSI specific to AYSRH.


This working paper is coming soon! 

1. Overview

2. Key Concepts and Vocabulary

3. Designing Scalable Norms-Shifting Interventions

4. Considerations for Transitioning Between Waves

5. Next Steps for NSI in AYSRH

Annexes and Worksheets