Recasting Social Norms to Universalize Education for Adolescent Girls

This discussion paper offers a counterpoint to the behaviour change strategies proposed by the Social Norms Approach in the field of international development. It discusses the community-led and multi-layered approach of the Mamidipudi Venkatarangaiya Foundation (MVF) in Telangana State, India, to transforming social norms on child labour, education, and gender. The MVF’s programme on universalizing education for adolescent girls is rooted in the belief that it is possible to change the patriarchal values that rule society. It addresses a broad range of obstacles to girls’ schooling, such as: gender discrimination, child labour, early marriage, cultural barriers, lack of safety and security, inadequate facilities in schools, and restrictions to physical mobility. Credible and mounting evidence from the field shows that: adolescent girls in the programme areas are now able to exercise agency and demand their rights; parents have stopped forcing girls into early marriage and are allowing them to follow their aspiration for secondary education; public servants are defending the rights of girls; and even traditionally conservative bodies, such as caste panchayats and priests, are coming around to the idea that early marriage has negative effects and are refusing to solemnize the marriages of minors. Data from MVF field mobilizers and from an independent study of the adolescent girls’ programme are provided to confirm the success of the approach in bringing about sustainable norm change and concrete improvements in outcomes for girls. These positive results were shown to persist despite the COVID-19 lockdown.