Documenting Positive Social Norms and Norms Shifting in East Africa

This publication highlights positive social and gender norms within communities across East Africa. Social norms—shared beliefs about acceptable or expected behavior within a specific group—play a crucial role in shaping individual actions through perceived social approval or disapproval (Social Norms Atlas, 2021).

Traditionally, efforts to shift social norms have focused on eliminating harmful
behaviors, particularly those that negatively impact marginalized groups such as women, children, persons with disabilities, and migrants (Institute of Reproductive Health, 2019). However, an overemphasis on harmful norms can sometimes reinforce feelings of fear, hopelessness, and disempowerment—barriers to community-led transformation (Linkenbach, 2009-2016).

In contrast, interventions that identify, reinforce, and amplify positive norms have proven more effective in shifting behaviors and fostering sustainable change. By focusing on existing protective and empowering norms, communities can build on their strengths to address challenges, rather than being defined solely by problems. This approach also helps to reframe societal perspectives, moving away from a deficit-based view of social change.

Understanding and documenting positive social norms provides a balanced,
contextualized perspective on how communities operate. By identifying the
beneficial aspects of norms—along with the rewards or sanctions associated with adherence—this publication aims to showcase the power of positive norms in influencing social behavior and driving meaningful change.