Entertainment Media and Gender Norm Transformation Interventions for Young Women and Girls in Sub-Saharan Africa: A Systematic Review

William Douglas Evans, Milken Institute School of Public Health, The George Washington University, Washington, DC 20037, USA.
Elizabeth A. Larson, Center on Gender Equity and Health, University of California, San Diego, CA 92093, USA.
Courtney J. McLarnon, Center on Gender Equity and Health, University of California, San Diego, CA 92093, USA.
Michael Hauer, Center on Gender Equity and Health, University of California, San Diego, CA 92093, USA.
Marian Marian, Center on Gender Equity and Health, University of California, San Diego, CA 92093, USA.
Sohail Agha, Behavioral Insights Lab, Seattle, WA 98136, USA.
Rajiv Rimal, Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USA.
Beniamino Cislaghi, Institute for Development Studies, Brighton BN1 9RE, UK.
Elizabeth Costenbader, PCI Advisory Private Limited, New Delhi 110020, India.
Amy Henderson Riley, Population Media Center, South Burlington, VT 05403, USA.
Helen Wang, Department of Communication, University at Buffalo, The State University of New York, Buffalo, NY 14260, USA.
Sushmita Mukherjee, PCI Advisory Private Limited, New Delhi 110020, India.
Sarah Smith, Center on Gender Equity and Health, University of California, San Diego, CA 92093, USA.
Claire Hunter Davis, Center on Gender Equity and Health, University of California, San Diego, CA 92093, USA.
Rebecka Lundgren, Center on Gender Equity and Health, University of California, San Diego, CA 92093, USA.

Document Type

Journal Article

Publication Date

11-20-2025

Journal

Behavioral sciences (Basel, Switzerland)

Volume

15

Issue

11

DOI

10.3390/bs15111596

Keywords

entertainment media; gender norms; social norms; sub-Saharan Africa; systematic review

Abstract

Adolescent girls and young women are particularly vulnerable to the influence of social and gender norms. This systematic review builds on a broader review of social and gender norms interventions, with the overall aim of identifying and mapping empirical evidence on efforts to improve health and livelihood outcomes of adolescent girls and young women in sub-Saharan Africa. The review examines the strategies, methods, mechanisms of change, and research on the effectiveness of the interventions in the field. We conducted a systematic search of peer-reviewed literature using established PRISMA methods. The sample included 35 articles, which represented 24 distinct interventions-the unit of analysis for this systematic review-that spanned 15 countries across sub-Saharan Africa, with eleven in East Africa, six in West Africa, two in South Africa, and one in the Northern and Central regions. Interventions covered a wide range of outcomes, including sexual and reproductive health, gender-based violence, child early marriage, and other areas. The interventions generally served adolescents and young adults up to age 24. Evaluations included observational, quasi-experimental, and randomized controlled designs. Some interventions included social norms measures, and there was varying evidence of effectiveness (from emerging evidence to demonstrated effectiveness). This review suggests that entertainment media is an effective approach for shifting gender norms, attitudes, and behaviors among adolescent girls and young women. More rigorous intervention research is needed.

Department

Global Health

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