Learning Collaborative Measurement Case Studies
Project summary

Tanora Mitsinjo Taranaka

Published by: The Learning Collaborative to Advance Normative Change

Organizations involved

Save the Children


In Madagascar, USAID’s global Maternal and Child Survival Program (2017-2018) is developing and testing an intervention to increase access to and use of essential antenatal care, maternal and newborn care, and family planning services for first-time parents. This intervention will concurrently create enabling environments and strengthen youth assets to allow first-time mothers and fathers, as well as mothers-and fathers-to-be, to realize their sexual and reproductive health choices and access services that are responsive to their needs.

Social norms of interest

Antenatal care, maternal and newborn care, family planning (FP)

Behaviours of interest

Antenatal care use, postpartum FP uptake

Project components

This formative work asked the following research question: for first time and young parents, what factors influence their intention to seek services and to use antenatal care, maternal and newborn care, and family planning services at relevant times over the course of their reproductive lives?

Social norms measurement

Focus group discussions, in-depth interviews, and vignettes

Key findings to date

Programs targeting first-time and young parents should engage key influences of young parents, particularly mothers and mothers-in-law, in addition to engaging young parents directly and building the capacity of the health system to provide services that are friendly and attractive to young people.


Map of social norms-focused projects and measurement approaches

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