In driving sustainable change, the dRPC recognises the barriers and challenges presented by negative social and gender norms for women, girls, and youth in particular. With funding from ODI, ALIGN, Grand Challenges Canada, BMGF, and USAID, the dRPC has conducted formative research and developed norm-shifting communication interventions with messages and activities to promote positive behavioural and attitudinal change among key populations.

The dRPC approaches norm shifting in our social and behavioural change communication work by engaging interlocutors through our customised leadership development model, transforming them into champions who become change agents and also communicating messages to work for norm shifting.

Over the years, we have engaged and transformed Muslim Opinion Leaders, Community Leaders, Women Leaders, and Health workers into champions, equipping them with communication skills, techniques and knowledge to frame and disseminate messages to shift norms and catalyse behavioural and attitudinal change. The dRPC’s success stories in social and behavioural change communication are documented in numerous peer-reviewed publications amplifying our work and the impact of funders’ investments.