Lessons Learned from a Mixed-Method Pilot of a Norms-Shifting Social Media Intervention to Reduce Teacher-Perpetrated School-Related Gender-Based Violence in Uganda

Background: Violence against children (VAC) is a global epidemic rooted in gender norms. One of the most common forms of VAC is school-related gender-based violence (SRGBV). Research has shown the promise of social media to shift norms underlying abusive behaviors, but, to-date, no studies have reported on social media norms-shifting interventions to prevent SRGBV by teachers. This study describes lessons learned from a pilot social-media intervention to shift social norms among Ugandan teachers to promote gender equity and reduce SRGBV. Methods: We extracted information on group size, posts, engagements, and teachers’ comments from intervention Facebook and WhatsApp social media groups and conducted mixed-methods data analysis. The study and program team met weekly to review findings and adjust the approach. Results: We found many teachers voiced social norms and attitudes upholding SRGBV in online groups, highlighting the need for intervention. Social media groups were largely acceptable to teachers, reached many teachers throughout Uganda, and often promoted active discussion. The program team carefully monitored online engagement, identified needed shifts, and performed mid-course adjustments in response to emerging challenges. Lessons learned included focusing on positive norms instead of harmful norms, engaging peer-influencers to shift norms, and including educational resources to inform behavior change. Conclusions: This study offers learnings on application of social and behavior-change communication and social norms principles to future online violence prevention initiatives.