Social Norms Training Workshop Facilitator’s Guide

The workshop is based on a training curriculum that covers five modules, each focusing on a specific aspect of social norms and behavior change. Module 1, Introduction, sets the conceptual foundation for social norms, discussing how norms influence attitudes and behaviors, and how norms are held in place by reference groups. This module provides an overview of theories on how norms influence behavior change and reviews the importance of articulating intermediate normative change effects to guide design, monitoring, and evaluation of norms-shifting interventions. Module 2, Assessment, offers a deeper dive into the concepts of social norms, providing opportunities to put these concepts into practice. This module reviews the value of conducting norms assessments, approaches and resources to assess norms for programs, and examples and participatory exercises to practice conducting norms assessments and rapid analysis to maximize the use of findings in program design, monitoring, and evaluations. Module 3, Design, focuses on designing norms-shifting interventions, covering approaches and issues to consider in the design of NSI through case studies, group work, and experience sharing. This module also explores the strategies that projects have used to shift norms in health and across sectors, as well as the importance of ethical grounding to norms program design and implementation. Module 4, Measurement, focuses on how the different elements of monitoring, evaluation, and learning support NSI. This module introduces strategies to gather and use information to improve NSI implementation in complex contexts, including project monitoring and rapid studies, which provide a basis for learning and adaptive management of NSI during implementation. Module 5, Scale-Up, provides an overview of key concepts of planned scale-up using the ExpandNet framework as a guide. This module reviews some important technical, capacity, and ethical considerations for scaling up NSI, including defining the NSI and its implementation supports, and considering additional elements to consider when planning scale-up. The workshop is designed to be delivered in four hours per module, with the option to adapt the content and length of the sessions to meet the needs of the audience. The facilitator resources include slide sets, speaker instructions and content, exercises based on real case studies, participant handouts, and a list of reference materials and tools. The workshop aims to help participants share and learn from their own experiences, and to equip them with the knowledge and skills necessary to address social norms and behavior change in their projects.