Media-based Support to Social Norms Stöd till sociala normer A multimedia social behavior change communication approach to generate dialogue and positive norm change on several key issues critical to sustaining peace and social progress for Liberia.

The Embassy will be appraising a proposed support to a social and behavior change communication (SBCC) intervention targeting social norms in four priority areas: Sexual & Reproductive Health & Rights (SRHR), Sexual and Gender- based Violence (SGBV), Social Cohesion & Conflict Resolution and Gender Equity. In addition to these, the program will also address social norms in sustainable management and use of naturalresources.  The program is to be implemented from July 1, 2022 to December 2024, with a total budget of 19.5 MSEK.The intervention's primary aim is to promote positive social behavioral change through several components: a serial radio drama, nationally broadcast talk show and participatory theater.  The overall objectives of the program are to contribute to the long-term sustainability of effective pro-social programming in Liberia and to promote a peaceful and inclusive society in Liberia which upholds human rights, democracy, the rule of law, and gender equality. It is a joint partnership between Population Media Center (PMC), an American-based INGO and Talking Drum Studio (TDS Liberia), a national civil society organization. The Embassy will have a formal legal relationship with PMC. This is the first SBCC intervention undertaken by the Embassy. The Embassy has recognized a need to better address underlying social norms and behaviors in many of its strategy result areas. It also originates from the Embassy's analysis that its support to eradicate SGBV needs to include a specific intervention addressing the underlying negative social norms and masculinites that create an enabling envronment for violence.About the partnersPMC specializes in developing behavior change communications programs around the world. PMC’s mission is to use entertainment-education and mass media to promote social and cultural change by addressing the interconnected issues of the full rights of women and girls, population, and the environment.(TDS Liberia) is a national civil society organization that works toward igniting shared values in finding solutions to the most critical issues affecting Liberian society. TDS Liberia produces a range of media products, including jingles, dramas, and soap operas, delivering key messages of peace, governance, health, education, and reconciliation, all geared toward influencing attitudes and behaviors. A multimedia social behavior change communication approach to generate dialogue and positive norm change on several key issues critical to sustaining peace and social progress for Liberia The project has two high-level goals:

1. Contribute to a long-term sustainability of effective pro-social programming in Liberia

2. Promoting peaceful and inclusive societies in Liberia which uphold human rights, democracy, the rule of law and gender equality.

The program aims to achieve these goals by achieving a number of programmatic and learning-based outcomes:

1. Listeners react to SBC (social behavioral change) content on major issues

2. Listener feedback and engagement via talk shows

3. Deeper community level engagement

4. Improved TDS capacity in MEL 

5. Rapid assessment of audience engagement and service access

6. Rigorus mixed-methods research