V4C legacy papers are a series of guidance pieces that have been written to share practical know-how and learning on the different approaches and strategies used by the programme.
This paper summarises learning from experience of V4C on legislative reform related to gender equality. This was not a stand- alone initiative but one which benefited from and contributed to the wider V4C programme focused on changing discriminatory gender norms and creating a more enabling environment for adolescent and young women to realise their potential.
V4C is distinct from many other programmes aiming to transform gender norms in placing communications and social marketing at its heart. Whilst these approaches are common in public health, they are less common in gender programmes. A key reason for using a social marketing approach was to bring about change at scale.
Mobile phones, the Internet and social media have always been central to V4C’s ambitions to educate, support and engage a critical mass of young people in support of gender equality and as a means of challenging negative social norms.
This paper explains the programme’s approach to changing social norms approach and then goes on to describe the programme’s bespoke Attitudes, Practices and Social Norms (APSN) survey, our main tool for measuring social norms change. The paper also identifies the learning that can be generated through the APSN and the valuable lessons we have learnt about social norms measurement in the course of the programme.
V4C believes that the supply and demand of research-based evidence can play a critical role in challenging negative social norms around gender – and for this evidence to have impact it must be understood and used by the people who have the power to make the change.