Scaling Norms Change for Lasting Social Transformation: Scaling Through Government Ownership

After decades of social and behavior change (SBC) programming, there is compelling evidence that norms matter and that planned interventions can shift them to bring about behavior change. Thus, shifting norms has emerged as a critical lever for lasting change, but translating that insight into scalable, sustainable practice remains an unfinished agenda. This panel, presented during the 2026 SBCC Conference, takes up the challenge: What does it take to move from localized norms change to wide-spread, enduring shifts in norms? Bringing together three perspectives on scale, this session interrogates how large-scale, socially embedded systems, such as media, faith and community networks, as well as working in partnerships.

PSI / A360 spoke during this session to how government leadership and sustainable scale-up of light-touch SBCC approaches have the potential to support improved norms around adolescent contraceptive use and equitable decision-making. The presentation showcased how government ownership and saturation can be key vehicles for success with light-touch approaches.