Addressing Social Norms in the Context of SPJ Operations Learning by doing: insights from the RSR gender window MAY 2022 KEY MESSAGES Definitions Most social protection and jobs (SPJ) interventions have Social norms are constructed by social expectations and a behavior change dimension. As such, understanding maintained by social influence.2 They are beliefs about what social norms, and to what extent they drive the others do (descriptive norms), and beliefs about what others behaviors of interest is key to good project design. SPJ think one should do (injunctive norms).3 Social norms are held in place by approval, including rewards or recognition, interventions can shift social norms towards greater or disapproval, including negative sanctions. They may also gender equality or reinforce potentially harmful norms. be maintained by beliefs about the legitimacy of others’ Designing or implementing interventions to expectations among enough members of a reference group.4 deliberately change social norms is an emerging area Gender norms are collectively held expectations and for SPJ projects that requires specialized expertise. beliefs about how people should behave based on their gender identity. These rules represent beliefs and values Social and gender norms may influence the effective about what it means to be male or female in a particular implementation or enforcement of laws and policies community. Gender norms are learned through socialization critical to advancing gender equality and improving beginning in childhood, reinforced by family and community, women’s economic empowerment. Addressing and embedded in institutions, policies, and regulations. inequitable social norms must go hand in hand with Inequitable gender norms reflect inequitable power implementation and enforcement of the law.1 Formative relations. The reward for adhering to these norms can be acceptance and social inclusion, while the consequences for research can identify and unpack prevalent social not conforming can range from subtle forms of exclusion to norms that influence the behaviors of interest. This is violent backlash.5,6 particularly important when beginning a program in a new context or where a program seeks to change Descriptive norms (also called empirical expectations): Shared beliefs about behaviors considered typical/common behaviors held in place by social norms. in a particular social group (what I think others do).7 A range of approaches are used to identify and measure Injunctive norms (also called normative expectations): social norms. This brief offers some key questions Beliefs about behaviors considered appropriate within a and methods for formative research to inform project particular social group (what I think others expect me to do).4 design or monitoring and evaluation. Reference group: A reference group includes those people whose expectations matter to a given individual in a specific situation. A social norm is held in place by the reciprocal expectations of the people within a reference group.4 * The RSR Gender Window Briefing Note Series provides insights into the approaches, lessons, and challenges of projects implemented under the RSR Gender Window. This brief is not intended to be a comprehensive analysis of the overall SPJ portfolio, but rather an illustration of the different approaches that selected projects are taking. This learning brief was written by Dristy Shrestha. The author is grateful for insights and feedback provided by Syud Amer Ahmed, Ana Maria Munoz Boudet, Sarika Gupta, Natalie Jackson, Mousson Estelle Jamel Koussoube, Lindsay Mossman, Rachel Susan Pierotti, Laura Rawlings, Solene Rougeaux, and Sara Troiano. Many thanks also to Alessandra Heinemann, Mattias Lundberg, and Loli Arribas-Banos for their guidance. 1 WHY AND HOW DO SOCIAL WHAT ARE SPJ PROJECTS DOING NORMS MATTER TO SPJ? TO SHIFT SOCIAL NORMS? Project outcomes are shaped by social norms. Social Deliberately challenging or shifting social norms is an norms influence people’s behavior, and most social emerging area for SPJ projects. A small but growing protection schemes aim to change behavior, even if this is number of projects are seeking to identify existing norms not stated as an explicit aim. For example, a cash transfer and design interventions that aim to shift these norms. aiming to reduce malnutrition could be affected by norms The section below provides examples of different social whereby food is served last to women and children. norms-shifting approaches adopted by SPJ projects, many of which are also recipients of the Rapid Social Where behavior change is a project objective, it is Response (RSR) grants under the Gender Window. important to understand existing social norms in a specific community as well as how, when, and under what conditions behavior is influenced by these norms. Example 1. Creating a new norm This understanding may enable more effective project Establishing a new norm can be costly in terms of time design, as social norms can act as either a ‘brake’ in and resources because it entails creating new social the process of behavior change, or as an accelerator. expectations and personal attitudes. For the new For instance, the norm of men being the power holders norm to spread, enough members of a group need to and breadwinners in a family might result in women be convinced to adopt it. Then, the desired behavior not having their own bank accounts. Recognizing and needs to be easily observable so that other members addressing social and gender norms around financial of the group are aware of its adoption. This process of decision-making and control over resources may be changing group members’ beliefs requires systematic required in order to achieve desired changes in behavior. and sustained engagement. The project may aim to shift these norms by engaging those who have influence in the community (reference The Husbands and Future Husbands Schools, a group), and men and women in targeted households component of the Sahel Women’s Empowerment and about the importance of women having bank accounts, Demographic Dividend project (SWEDD) is an example how this benefits the household, and what others in the of such an approach. Implemented in Benin, Burkina Faso, community are doing (descriptive norms). As part of this Chad, Cameroon, Côte d’Ivoire, Guinea, Mali, Mauritania, process, it will be important to monitor behavior closely and Niger, with technical support from UNFPA, it aims and adjust interventions as needed to ensure there are to empower women and adolescent girls, and increase no sanctions for women and men who transgress norms. their access to quality education and reproductive, child and maternal health services. The program addresses SPJ interventions can shift social norms for good or stereotypes around unpaid care work and men as power reinforce negative or inequitable norms. Even if not holders in order to reduce violence and improve women’s explicitly stated, social protection projects usually aim economic activity. By engaging men in group settings to to change behavior. Projects that do not understand discuss these norms and practices, the program aims to how existing social norms constrain behavior change create new norms and champions for these norms.8 may inadvertently reinforce harmful behavior or simply be less effective. Having a clear understanding of how The Husbands and Future Husbands Schools help men norms influence the behaviors that the project is seeking overcome gender stereotypes, enlisting them to end to change—i.e. the behavior of interest—can help violence and empower their wives, sisters, and daughters. practitioners to: The schools meet once a week for a maximum of three hours. A local facilitator leads a group of five to 15 men z Identify the most relevant social norm(s) that influence to discuss topics such as maternal health, family planning specific behavior(s), and women’s rights. Testimonies from beneficiaries during z Design projects to tackle harmful social norms and community consultations suggest that this approach has associated behavior(s), and promote positive norms, helped build a better understanding of the obstacles z Develop instruments that measure the change in social facing women, a greater acceptance of women’s right norms, and to refuse sex, increased sharing of household tasks, and z Minimize the risk of unintended consequences or ultimately a decrease in violence.9,10 reinforcing harmful norms. 2 Approaches to create new norms usually combine In Madagascar, a RSR grant is supporting the use of individual and community level interventions. For behavioral nudges to implement a cash-for-work scheme example, the Adaptive Social Safety Nets Project in under the Productive Safety Net Program (PSNP).14 The Niger aims to address social norms which limit women’s project has identified a need to change savings and engagement in economic activity and uphold men’s investment behavior, dispelling a belief that saving is not control over household finances.11 The project includes the norm and something “only rich people do.”15 a psychosocial component that combines life skills training with community sensitization. Life skills training Behavioral nudges such as visual aids and posters prompt focuses on building women’s decision-making, problem- participants to set realistic savings goals (such as buying solving, goal setting, and interpersonal communication agricultural tools, or paying for children’s education) skills, while also building self-worth, self-efficacy, and and save part of their cash transfers for productive aspirations. This aims to shift individual attitudes and investments to diversify their livelihoods.16 For instance, perceptions about women’s engagement in productive messaging about saving habits of others in the reference activities and their roles as household earners. In addition, group (neighbors or other women in the PSNP) can help the project addresses community level norms around to shift perceptions about descriptive norms and result women’s decision-making and economic engagement in behavior change. through community sensitization interventions. Elders, traditional leaders, program beneficiaries, and their family members (influencers and reference groups for the targeted households) attend community dialogues which included the screening of a short video depicting the benefits of women’s participation in savings groups and productive activities. After the screening, a facilitator engages the community in a discussion about social norms, aspirations, and community values. By engaging systematically at the individual and community levels, such approaches help align individual behavior and goals with those of their community (the reference group) over time, creating a new norm. Example 2. Nudging to shift social norms Nudges rely on choice architecture to encourage people Posters and tools used by the PSNP in Madagascar12 to pick options that produce better outcomes in the long run, without limiting their choices. They are based on the assumption that individuals often make sub-optimal Example 3. Shifting perceptions of sanctions for decisions and that mild nudges can lead them to behave transgressing norms in beneficial ways.12 Nudges can leverage social norms Social norms are held in place by beliefs about the to encourage a certain behavior by informing individuals reactions of individuals in one’s reference group. It could about the actions of others in their reference group. be approval for conforming, or negative sanctions for This can prompt people to act the way others are acting noncompliance. In fact, even anticipation of disapproval (descriptive norms), or how they believe others expect for transgressing a norm can motivate compliance. them to act (injunctive norms). While norm-nudges can Therefore, shifting perceptions around the strength be subtle and affordable to implement, and less prone of negative sanctions and highlighting examples of to resistance, they do not always work.13 For example, if individuals who have transgressed the norm and a behavior is driven by social expectations, and there’s succeeded can be effective to change behavior. For a sufficiently large group engaging in the behavior, a instance, highlighting examples of successful women norm-nudge is more likely to work than if the behavior entrepreneurs engaged in male-dominated sectors can is driven by individual attitudes or beliefs. In this case, shift perceptions about ‘appropriate’ sectors for women, knowing what others are doing may not be sufficient to enabling women to cross over into what are often more alter behavior. profitable opportunities.17 3 Occupational segregation—low shares of women in for childcare are changing with demographic shifts. male-dominated trades, which are often higher skilled Similarly, in Benin,18 in order to facilitate women’s access and more profitable—exacerbates gender inequality in to training facilities, on-site childcare services are the labor market. Social norms around occupations, as provided during training activities. The Benin project well as discriminatory policies, fear or experience of builds on lessons from the Youth Employment project discrimination, intimidation, harassment, and judgment (Projet Emploi des Jeunes—PEJ)20 that was initiated perpetuate occupational patterns. In order to address in 2013 to boost income-generating activities for poor such barriers, the Benin Youth Inclusion Project18 is and vulnerable youth. To facilitate the participation of deliberately incentivizing young women to pursue male- women in training sessions, PEJ invited trainees needing dominated trades. The project provides technical training childcare to bring a second person to look after the in the identified trade, a monthly cash transfer of US$55 children and offered transportation and midday meals for three years, mentorship and coaching services, and to both. Similar approaches have been tried in Burkina networking support. It also leverages mass media to Faso, Cameroon, and Ghana through the provision of highlight role models of successful female entrepreneurs mobile crèches offering safe shelter and stimulation for in male-dominated trades. children of women participating in public works.21 Since interventions to shift norms around gender equality in By promoting female participation in male-dominated care work can be costly and lengthy, these approaches trades and showcasing successful female entrepreneurs help to circumvent the norm by providing alternative in non-traditional occupations, the project aims to childcare services and reducing barriers to their uptake. alleviate the fear of negative sanctions and ultimately shift beliefs about women’s work. This approach builds on the idea that if individuals perceive that a shared WHAT CAN YOU DO TO belief about the prevalence or acceptability of a behavior UNDERSTAND SOCIAL NORMS? is changing, norms about that behavior can be changed. Understanding and taking into account prevailing social norms in the design of interventions is necessary, Example 4. Circumventing an existing norm particularly for projects aiming to change behavior. Access to quality and affordable childcare services Social norms interventions are critical for successful presents a significant barrier to women’s labor force implementation and enforcement of gender equality participation in many countries. Unequal care burdens related laws and policies in practice. When seeking to contribute to occupational segregation—with women change behavior, it is critical to understand if a behavior concentrated in lower paid, informal jobs that offer more is driven by social norms and to what extent these norms flexibility but are often precarious. Care burdens also influence the behaviors that the project is seeking to exacerbate the gender wage gap. In order to promote change. uptake of training and job opportunities, SPJ projects are beginning to incorporate childcare services to reduce Formative research can identify and understand care burdens and circumvent norms around childcare prevalent social norms that influence the behaviors of being primarily women’s responsibility.‡ interest. The table below provides four critical questions to ask during project preparation. In Bangladesh,19 the RSR is supporting a childcare preference and needs assessment to develop an affordable childcare service model for low-income women in urban areas. The assessment seeks to understand how social norms around women’s responsibility ‡ See "Making it Work for Women: What SPJ Projects are Doing in the Care Space," World Bank Group, December 2021. 4 Critical Questions to ask Why does this matter for the success of a project? 1. Is the behavior socially driven (influenced by social norms)? Determining whether a behavior is influenced by social norms (beliefs about what others do, or what others believe one should do) or rather personal preferences, is important to identify the motivation for the behavior.22 2. What are the social norms that influence this behavior? Identifying the root causes of an issue—including social norms— ensures that the program articulates and addresses the range of determinants of behaviors. What are the social norms that influence this behavior the 3.  Discussing, analyzing, and prioritizing normative factors (and most? taking into account other factors) allows more effective and efficient use of resources. 4. Who is most affected by these norms? Which groups are Understanding who is most affected by the norms and how helps most influential regarding the behavior of interest? to determine key objectives for change, as well as who needs to be engaged in driving that change. Identifying reference groups that do or do not support a behavior helps programs include the right people in interventions and evaluations. Why do people comply with the identified social norms? 5.  Identifying reasons why people comply or not will help unpack Why not? how norms operate. Maybe people comply because they have a strong desire to conform, or because they gain benefits from adherence or fear sanctions for behaving against a norm. Do the norms truly reflect existing behaviors and attitudes in 6.  It is important to understand any misperceptions (pluralistic the community? ignorance)23 that need correction. This may require a different kind of intervention, particularly if individual attitudes are changing but there is a fear of possible social sanctions. Facilitating recognition that the norm is or has changed within the reference group can improve uptake of new behavior. Adapted from: Social Norms Exploration Tool24 How can SPJ projects take social norms into account? is taboo (e.g. discouraging early marriage, engaging While it is important for all projects to consider the fathers in child care). This may be particularly the influence that prevalent social norms can have when case where legal and policy frameworks are in place seeking to change behavior (such as women’s care to address the behavior of interest, but it continues burdens), some projects may require a deeper dive into to persist, to the detriment of gender equality and understanding particular social norms and resulting other development outcomes. behaviors. There are three contexts where more in- depth research to identify, understand, and measure Where a project aims to shift or challenge existing norms, social norms is recommended: it is critical to include actions to mitigate potential backlash and ensure the availability of relevant support 1. When beginning a program in a new context or services if participants experience violent backlash. adding a new activity that may cause backlash (e.g. Understanding the key social norms related to project paying cash transfers to women when this has not objectives and activities is essential to ensuring impact been the norm). and preventing backlash. It can also be helpful to measure norms, although this can be challenging as the process of 2. Where social norms present a barrier to program change cannot be inferred from behavioral observations uptake, particularly for women and girls (e.g. women’s alone. Rather, other methods are required to tease out participation in training alongside men when this is information around social norms and behaviors. The table considered unacceptable). below outlines the purpose, methods, and key questions for each stage of measurement during the project cycle: 3. Where the program seeks to change behaviors held in place by social norms and not abiding by them 5 Stage Purpose Methods Key Questions Formative Identify possible Literature review, 1. Is the specific behavior in question socially driven (influenced by social research social norms, community norms)? sanctions, consultations, 2. What social norms are at play for the specific behavior in question? To reference groups structured what extent do these social factors influence behavior? interviews, or group 3. Who is most affected by these norms? discussions 4. Who are the most influential reference groups for the specific norm? 5. What social sanctions are anticipated for deviating from the norm? Baseline Verify social Quantitative 1. What do you typically do regarding the specific behavior in question norms, assess surveys, qualitative (descriptive norms)? norm strengths, interviews, focus 2. What do you think others should do regarding the specific behavior in identify “cracks” group discussions, question (injunctive norms)? in norms and vignettes and 3. What do people in the community typically do regarding the specific opportunities for other participatory behavior in question? (descriptive norms) interventions exercises a. How often do people do the behavior in this community (frequency)? b. How many people do the behavior in this community (prevalence)? 4. What do people in the community think others should do (injunctive norms) a. Quantitative e.g.: Provide a series of statements about community members’ perceptions to which respondents may agree/disagree (Likert scale) b. Qualitative e.g.: Consider use of vignettes or scenarios to describe Endline dentify changes a behavior and understand social expectations (as well as reference in social norms, groups and possible sanctions) correlate with changes in 5. What are the possible outcomes if an individual complies with or fails to behavior and comply with the norms identified? (social sanctions) attitudes, a. How likely are these outcomes to actually take place in this perceived community? behaviors, and b. How much do the expected social sanctions for breaking the norm beliefs of others influence how people behave? 6. Is it acceptable for some people (or all people at some times) to behave in a way that is not typical or not approved in the group? a. Which people and in which situations? 7. Are there any individuals or groups who are transgressing the specific norm, or demonstrating the targeted perception or behavior? (potential champions of change) Monitoring Observe signs Activity monitoring, 1. In response to ideas or opinions that challenge the norm, do most of norm change; observation participants voice resistance or agreement? monitor any 2. If and when participants voice resistance or agreement to ideas that backlash or challenge the norm, how do (most) other participants react? Are there resistance risks of serious backlash? 3. Are there any examples of positive shifts in behavior that could be leveraged through project interventions? Adapted from: Applying Theory to Practice: CARE’s Journey Piloting Social Norms Measures for Gender Programming25; Measuring Gender-related Social Norms26; and Resources for Measuring Social Norms: A Practical Guide for Program Implementers.27 6 Notes for Practitioners • It is important to create a space for project staff who design and implement projects to reflect on their own perceptions, beliefs, and values related to social norms as there may be a need for mindset and behavior change among them. This can be done through staff capacity building and training, which require additional resources and time. • The hypothetical nature of certain survey questions that ask about what others “generally” do or theoretically would do can be difficult as people may not be used to answering questions about others or about hypothetical events. Therefore, having additional methods, such as vignettes and focus group discussions (FGDs) can be useful. Note that with FGDs or activities in which participants may be with others from their ‘reference group’, care should be taken to reduce social desirability bias. Participatory activities or vignettes may be more useful to help respondents more accurately identify social expectations. • Questions about sanctions may also provide a more concrete and straightforward way to ask about norms by asking respondents how someone else would react or respond to a norm violation. Adapted from: Applying Theory to Practice: CARE’s Journey Piloting Social Norms Measures for Gender Programming28; Measuring Gender-related Social Norms29; and Resources for Measuring Social Norms: A Practical Guide for Program Implementers.30 Community-level social norm interventions WHAT COMES NEXT? Shifting norms at the community level is important to ensure Challenging or shifting social norms requires diagnostics sustained changes in behavior, as changes at the individual to understand the underlying factors contributing to or household level may still result in sanctions due to the norm and the strength of the norm itself, as well persisting norms in the wider community. While most SPJ as to identify effective interventions and monitoring projects include behavior change interventions focusing on mechanisms. It also requires implementation expertise the individual and household, community-level interventions and capacity. Efforts to shift norms may require a are less common. Community-level interventions tend to combination of individual, household, and community- occur at the outreach phase and include communication level interventions, to reach a ‘tipping point’ that can campaigns, especially mass media messaging. sustain the desired changes. The list below provides ten common attributes of norm- shifting interventions at community level:31 Work on social norms is critical to the adoption, implementation, and enforcement of legal and policy 1. Seeks community-level change (clearly articulates social change outcomes beyond just individual) reforms towards greater gender equality, and the effectiveness of formal and institutional tools and 2. Accurately assesses norms (identifies which norms shape mechanisms. Unpacking the factors influencing uptake a given behavior and which groups uphold the norm) and implementation in practice requires a deeper 3. Emphasizes creation of positive new norms engagement with and understanding of the social and 4. Engages a wide range of people at multiple levels gender norms at play, and how shifts in these norms can 5. Creates safe space for critical reflection by community improve the effectiveness of laws and policies. members Currently, a small but growing number of SPJ projects 6. Corrects misperceptions around harmful behaviors are engaging systematically in understanding and 7. Identifies and leverages influential people in the shifting social norms. Measurement of social norms community who can act as drivers of change, due to and behavior changes is challenging and requires their high visibility, level of respect, and relatability significant effort to determine what works and why 8. Uses “organized diffusion” (begins with critical reflection within a particular context, and to what extent the to change norms within a core group, who then engage approach or its elements may be replicable and scalable. others to have community-level impact) Partner organizations have developed resources to help 9. Addresses power imbalances/inequalities development practitioners understand, measure, and 10. Roots the issue within a community’s own value shift social norms. This presents an opportunity for SPJ systems (identifies how a norm serves or contradicts a teams to leverage these resources and contribute to the community’s own values, rather than labeling a practice body of knowledge. within a given community as bad or wrong) 7 RESOURCES Knowledge/Resource Hub AliGN (Advancing Learning and Innovation on Gender Norms) Platform: Specializes in research and knowledge sharing on gender and social norms, looking at the impact of discriminatory and harmful norms and how they change. The Resource Hub includes toolkits, literature, case studies, and webinar recordings. The Social Norms Learning Collaborative: Network of experts working to build knowledge and develop shared tools to promote and guide effective social norms theory, measurement, and practice. Center for Social Norms and Behavioral Dynamics: Research center focused on linking social norms theory to practical applications, with expertise in measuring and analyzing behavioral data. Tools Getting Practical: Integrating Social Norms into Social and Behavior Change Programs (Breakthrough ACTION and Learning Collaborative): A hands-on tool for program design, and monitoring on social and behavior change. Social Norms Exploration Tool (SNET) (Institute for Reproductive Health, Georgetown University): A tool for conducting social norms exploration in five phases following the project cycle. Social Norms Data Use Tool (CARE): A guide to identify data for social norms (where to look); help review data to identify cracks in social norms that lead to behavior change (what to look for); and show design implications for behavior change where possible (why identifying the cracks matter). Social Norms Design Checklist (CARE): A checklist providing examples of questions to ask while designing activities, examples of how to fill in gaps identified, and what norms-shifting interventions look like in action. The checklist should be used after the program has identified harmful social norms. Participatory Research Toolkit for Social Norms Measurement (UNICEF): A toolkit providing detailed information on participatory research activities to measure social norms, including their methodology, examples of use, data analysis and interpretation. Engaging Men and Boys in Gender Equality and Health (Promundo): A toolkit with strategies and lessons for engaging men and boys on themes such as sexual and reproductive health, fatherhood and GBV. Reports Applying Theory to Practice: CARE’s Journey Piloting Social Norms Measures for Gender Programming (CARE, 2017): Social norms measures and tools piloted by CARE to enhance gender programming. Social Norms Atlas: Understanding global social norms and related concepts (Learning Collaborative): Provides an illustration of social norms in specific sectors and contexts. 8 NOTES 1 World Bank, “Women, Business and the Law 2022,” Washington, DC: 14 The Productive Safety Net Program (PSNP) is a component of the 2022. Once laws are passed, major challenges include implementation Madagascar Social Safety Net Project Additional Financing (P167881) and enforcement, which requires adequate allocation of resources, 15 This is an example of pluralistic ignorance (see endnote #8). provision of support services, and monitoring mechanisms. All are Addressing pluralistic ignorance through nudges or messaging about required to shift behavior to align with the spirit of the law, particularly actual behavior (descriptive norms) is a common strategy to shift when aiming to change long-standing social and gender norms. social norms. 2 Gerry Mackie, Francesca Moneti, Holly Shakya & Elaine Denny, “What 16 The World Bank and Ideas 42, “Behavioral Nudges for Cash Transfer are Social Norms? How are they Measured?” July 2015. Programs in Madagascar.” 3 Social expectations are beliefs about others, also known as 17 Women entrepreneurs who cross over to male dominated sectors empirical and normative expectations. See Cristina Bicchieri, Jan W. largely perform better than those who are engaged in female Lindemans, and Ting Jiang, “A structured approach to a diagnostic concentrated sectors. See The World Bank, “Breaking Barriers: of collective practices,” Frontiers in Psychology, 5, 1418, 2014. Female Entrepreneurs Who Cross Over to Male-Dominated Sectors,” 4 For more on social norms definitions and overviews, see Cristina Washington, DC, 2021. This report notes that “when the traditional Bicchieri, Jan W. Lindemans, and Ting Jiang. social norms of which sector a woman should operate in are 5 Informed by “A Conceptual Model of Women and Girls’ questioned by influential others in women’s life, it could support Empowerment,” by Bill & Melinda Gates Foundation, 2017; by women to also challenge these societal norms and dare to operate “Gender Equality Glossary and Thesaurus,” by European Institute in sectors that are not traditionally female friendly.” for Gender Equality, n.d.; & by “Gender Equality Glossary,” by UN 18 Benin Youth Inclusion Project (P170425) WOMEN, n.d. According to Cislaghi and Heise, “Norms are but one 19 Safety Net Systems for the Poorest (P132634) element of the gender system, along with gender roles, gender 20 Benin Youth Employment Project (P132667) socialisation and gendered power relations.” Beniamino Cislaghi and 21 The World Bank, “Enabling Women to Work and their Children to Lori Heise, “Gender norms and social norms: differences, similarities Blossom: the Double Success Story of Mobile childcare in Burkina and why they matter in prevention science,” Sociology of Health & Faso,” March 2021. Illness, 42(2), December 2019. 22 Cristina Bicchieri, Jan W. Lindemans, and Ting Jiang. The authors 6 Bill & Melinda Gates Foundation, “Gender Equality Lexicon,” August 2018. note “What matters is to uncover which motives influence behavior, 7 Mackie, Moneti, Shakya and Denny. and to what extent—this is what ultimately determines the real 8 This approach to engaging men may also facilitate addressing nature of the practice... To understand whether social norms have ‘pluralistic ignorance’ in which “a norm persists because many causal influence, we want to manipulate expectations and see how people are ignorant about others’ true beliefs…. [I]f social individuals’ choices change (or would change).” expectations are incorrect, making individuals’ true beliefs public 23 For a definition of pluralistic ignorance, see endnote #8. is an important step toward change.” Cristina Bicchieri, Jan W. 24 Institute for Reproductive Health, Georgetown University, “Social Lindemans, and Ting Jiang. Norms Exploration Tool,” 2020 9 Sahel Women Empowerment and Demographic Dividend Project, 25 CARE USA, “Applying Theory to Practice: CARE’s Journey Piloting “Project Paper on Proposed Additional Credits - PHASE 2.” Social Norms Measures for Gender Programming,” 2017 Testimonies have been profiled on the SWEDD website. 26 Ben Cislaghi and Lori Heise, “Measuring Gender-related Social 10 Evaluations of the SWEDD Husband and Future Husband Clubs are Norms, Learning Report 1,” Learning Group on Social Norms and underway in Mali, Cote d’Ivoire, and Niger. Results are expected to Gender-related Harmful Practices of the London School of Hygiene be available in mid-2022. & Tropical Medicine, 2016. 11 Adaptive Social Safety Net Project (P155846). 27 Learning Collaborative to Advance Normative Change, “Resources 12 Cristina Bicchieri and Eugen Dimant define norm nudges as for Measuring Social Norms: A Practical Guide for Program “a nudge whose mechanism of action relies on eliciting social Implementers,” Washington, DC: Institute for Reproductive Health, expectations with the intent of inducing desirable behavior... Norm- Georgetown University, 2019. nudging may provide information about what ‘most people’ in 28 CARE USA. the same situation do, or what ‘most people’ in the same situation approve or disapprove of.” Cristina Bicchieri and Eugen Dimant, 29 Ben Cislaghi and Lori Heise. “Nudging with Care: The Risks and Benefits of Social Information,” 30 Learning Collaborative to Advance Normative Change. The Centre for Decision Research and Experimental Economics, 31 Institute for Reproductive Health, Georgetown University, University of Nottingham, 2019. “Identifying and Describing Approaches and Attributes of Norms- 13 Dennis Hummel and Alexander Maedche, “How effective is Shifting Interventions,” November 2017. nudging? A quantitative review on the effect sizes and limits of empirical nudging studies,” Journal of Behavioral and Experimental Economics, Volume 80: 2019. The Social Protection and Jobs team wishes to recognize the generous award of a grant from the World Bank’s Rapid Social Response Adaptive and Dynamic Social Protection (RSR-ADSP) Umbrella Trust Fund Program, which is supported by the Russian Federation, United Kingdom, Norway, Sweden, Australia, Denmark, and Bill and Melinda Gates Foundation without which this work would not have been possible. 9