The challenge of changing entrenched social and gender norms related to violence prevention may soon be overcome in Kore Location, Kisumu – Kenya. Historically, efforts to prevent violence against children and women (VACW) have been hampered by the failure to directly address harmful social and gender norms. Investing in Children and their Societies (ICS SP), a family focused and child protection African NGO, has taken a proactive approach to this issue, implementing a social norm change strategy rooted in knowledge sharing and transfer, aimed at transforming VACW prevention through community role models and trendsetters.

In 2021, ICS SP introduced Fanikisha Uajibikaji Nyanjani (FUN), a social norm change approach focused on VACW prevention by engaging influential community figures from Kore Location, Kisumu County in Kenya. In 2023, ICS SP identified a key figure in Kore: a village chairman who upheld and promoted harmful norms. This leader, deeply rooted in Luo culture, viewed changing these norms as a direct challenge to his cultural identity. He believed in using physical discipline for children, disapproved of men participating in domestic chores, and maintained that men should wield absolute authority within their families.

ICS SP invited the village chairman alongside other key reference groups from the community to a knowledge-sharing, transfer, and norms co-design workshop. The workshop aimed to expose him to alternative positive norms, challenge his beliefs, and recruit him as a change agent. Initially resistant, the village chairman argued that ICS SP was attempting to alter his people’s culture. However, through the five-day workshop, he began to appreciate the benefits of positive norms for the well-being of women and children in his community.

By the end of the workshop, the village chairman’s attitude and mindset had shifted. He recognized the value of positive norms and their impact on his community. In June 2024, ICS SP trained him as a change agent, equipping him to champion norms change within his community. As a trained change agent, the village chairman is now positioned to influence his community positively, paving the way for a broader cultural shift towards protecting the rights and well-being of women and children.

This norm-changing initiative has demonstrated significant potential in transforming harmful social and gender norms in Kore Location. One of the key takeaways from this effort is the importance of directly engaging influential community leaders who uphold these harmful norms. By involving these leaders, the initiative has been able to catalyze changes in attitudes and behaviors. Additionally, the initiative has highlighted the effectiveness of providing platforms for knowledge sharing and exposing leaders to positive norms. It has also become clear that approaching norm change with sensitivity to cultural identities and traditions is vital. This cultural sensitivity helps to build trust and secure the cooperation of community leaders. Moreover, the initiative underscores the necessity of continuous engagement and training to reinforce positive changes.