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Using social marketing to shift discriminatory gender norms

Author: Voices for Change
Published by: Voices for Change
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Originally developed by private sector organisations, social marketing techniques have become increasingly common  in norm change programmes, particularly those related to public health, as they can be applied on a large scale. Their use in programmes to change gender norms is newer. This paper details the unique communications and social marketing approach used by V4C in Nigeria to shift discriminatory gender norms.