Power of norms to create social change

"Without deviation from the norm, progress is not possible." - Frank Zappa


Session for the day: Join Verena and Vishal for this inquiry to explore the power of norms to create social change. We will discuss a case study on the gender campaign in Brazil which created behaviour change not only on the internet, but also the mass media, followed by the discourses on the legislative and widespread changes in the normative field.

The Outcome Harvesting combined with big data analysis made possible to understand a communication campaign that made an impact beyond its main objective. A contextual analysis, done in a participatory way, was also conducted to understand which elements in the Brazilian context made this changes possible.

Verena (guest speaker) has 10 years of experience working with social organisations in Brazil, developing advocacy and building projects in the public and private sector. In recent years she has conducted and implemented Monitoring & Evaluation projects in the areas of education, health, gender and innovation. She has also worked with international funding partners on strategic planning and M&E systems. She is particularly interested about bringing behavioural science knowledge to develop and evaluate projects in the social field.

Vishal (host) is the Chief Behavioural Scientist at Behavioural by Design - they make behaviour change tools more accessible for teams in New Zealand, Australia and across the world.

This session is hosted on Google Meet and may be recorded for a wider audience. Please update your RSVP if you cannot make it.


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