1 December 2022

Animated video series: Transforming social norms

Author: ESubden
Published by: Amplify Change
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Still from video animation

Social norms are the unwritten rules of behaviour that are considered acceptable in a group or society. They can allow individuals to enjoy their sexual and reproductive health and rights but can also act as a barrier.

Changing social norms requires work at different levels of society and government. AmplifyChange grantees are leading reflection on social norms within their communities and working to build more positive social norms.

This is a series of animated films for AmplifyChange grantees and applicants, and others, who want to include social-norms transformation in their work. The series provides a step-by-step guide on how to approach working on social-norms change.

  • The first film explains what social norms are and how they influence various parts of society.
  • Part 2 illustrates how to design a social-norms transformation project
  • The final film in this series showcases a few examples of successful social-norms transformation projects conducted by larger non-government organisations.