Briefing paper

Communications to change discriminatory gender norms affecting adolescent girls

Author: Rachel Marcus, Caroline Harper
Published by: ODI
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Drawing from an ODI systematic review of 61 communications programmes, and in-depth case studies from Ethiopia, Nepal, Uganda and Viet Nam, this research and practice note explores the power of communications programmes in changing gender norms that affect adolescent girls. Effective approaches include communications with relevant content and engaging formats, and using real-life or fictional characters as role models. The note also outlines some limitations of communications programmes, as popular media may fail to reach the most vulnerable girls.