Toward Shared Meaning: A Challenge Paper on SBC and Social Norms

Agency for International Development (USAID), convened a challenge dialogue in 2020 to address the perceived lack of community consensus regarding the application of social norms approaches and measurement in social and behavior change (SBC) programming and research. The dialogue aimed to facilitate a collective understanding of how to best apply social norms approaches and measurement to SBC programming to achieve sustained behavior change. The challenge dialogue process involved a series of virtual discussions among SBC and social norms implementers, researchers, and donors from around the world. The discussions were facilitated using a variety of online tools and methods, allowing participants to engage in conversation and share their perspectives, experiences, and assumptions. The dialogue sessions were designed to be participatory, reflective, engaging, and ethical, recognizing that social norms exist within a complex system of structures, interactions, policies, and programs. Through the dialogue process, participants identified several challenges and opportunities in social norms work that manifest in SBC as well. These challenges and opportunities were found to be influenced by different theoretical backgrounds, geographic, cultural, and work positions, which inform what participants think norms are, how they operate, and how they engage with them programmatically. The dialogue did not aim to resolve these debates but rather to offer space for diverse perspectives and to welcome different views. The challenge dialogue process resulted in a collective understanding of the complexities of social norms and SBC, highlighting the need for a more nuanced and inclusive approach to addressing these challenges. The dialogue also identified the importance of recognizing the diversity of perspectives and experiences within the field of social norms and SBC. The Passages Project's challenge paper, "Toward Shared Meaning: A Challenge Paper on SBC and Social Norms," presents the findings and recommendations from the challenge dialogue process. The paper aims to provide a framework for future collaboration and to chart the future of social norms and SBC work. The paper's recommendations focus on the need for a more participatory, reflective, and inclusive approach to social norms and SBC, as well as the importance of recognizing the diversity of perspectives and experiences within the field. The paper also presents several case studies that illustrate the application of social norms approaches and measurement in SBC programming and research. These case studies highlight the challenges and opportunities in social norms work and demonstrate the importance of a nuanced and inclusive approach to addressing these challenges. Overall, the Passages Project's challenge paper and the challenge dialogue process aim to contribute to a more collective understanding of social norms and SBC, highlighting the need for a more participatory, reflective, and inclusive approach to addressing these challenges. The paper's recommendations and case studies provide a framework for future collaboration and chart the future of social norms and SBC work. The paper's authors recognize that social norms exist within a complex system of structures, interactions, policies, and programs, and that these norms are influenced by different theoretical backgrounds, geographic, cultural, and work positions. The authors also acknowledge that the dialogue process did not aim to resolve the debates and tensions within the field but rather to offer space for diverse perspectives and to welcome different views. The paper's recommendations focus on the need for a more participatory, reflective, and inclusive approach to social norms and SBC, as well as the importance of recognizing the diversity of perspectives and experiences within the field. The paper also highlights the importance of using a variety of methods and tools to engage participants and facilitate dialogue, including online tools and participatory methods.