1 May 2010

Social Norms Marketing Aimed at Gender-Based Violence: A Literature Review and Critical Assessment

Author: Elizabeth Levy Paluck, Laurie Ball Cooper, Chloe Poynton, Sarah Siedloff
Published by: International Rescue Committee
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This review focuses on programmes that employ social norms marketing to combat gender based violence (GBV) in conflict affected areas. This includes mass media and face-to-face campaigns, that are designed to alter perceptions about which attitudes and behaviours are desirable. The review provides an overview of social norms theory and subsequently presents three case studies of major social norms marketing programmes that focused on reducing GBV. This mixture of theory and practice informs a concluding list of important considerations to guide future social norms and GBV interventions.