Social norms change training

Oxfam in Lebanon is currently implementing the “Masarouna” project that mobilizes the power of young people so they can claim their sexual and reproductive health and rights. This is a youth-centred project and forge new pathways through lobbying, advocating, and strengthening civil society.

Oxfam in Lebanon is planning to provide capacity strengthening for CSOs and informal groups to enhance their capacities to influencing social norms effectively as part of their efforts to drive social change.

More particularly the training aims to:

• Strengthen the CSOs understanding of social and how social norms influence health and SRH behaviours
• Build participants skills to design, implement, and evaluate interventions that challenge social norms - more particularly advocacy projects.
• Provide practical tools and frameworks for influencing behaviours and contributing to social change.

1. SPECIFICATION OF SERVICES REQUIRED

Oxfam is looking to hire a consultant/consultancy firm to deliver Influencing social norms to a total of 40 CSOs and grassroot organizations in Beirut and Bekaa. 

The main key responsibilities of the consultant/consultancy firm are:

1. Develop comprehensive training modules that are relevant to the Lebanese context
2. Create training materials to be shared with participants including presentations and handouts, etc. in English and Arabic.
3. Facilitate interactive training sessions to ensure that participants gain the needed knowledge and skills to assess social norms and implement advocacy and social norms shifting interventions. The training needs to include practical examples and exercises.
4. Conduct pre and post assessments and training evaluation to measure the impact of the training.
5. Provide a final training report summarizing the training outcomes, challenges, and recommendations.

The topics of the curriculum to be developed should include (but are not limited to) the following:

1. Introduction to concepts: definition of social norms, moral norms, custom, types of norms (descriptive and injunctive norms), reference groups, Normative expectations and personal normative beliefs, pluralistic ignorance, social sanctions, behaviour change vs Norms change, Interdependent and independent actions and empirical expectations, behaviour, scripts, and schemas, positive deviance.
2. Introduction to the socio-ecological model and behaviour drivers model
3. Social norms assessment: tools, identification of reference groups and norms influencers, understanding drivers of change and resistance (5 Why, vignette, problem tree analysis, etc.) and social network analysis.
4. Norms shifting approaches (community mobilization, SBCC, social movement, social listening, edutainment, etc)
5. Using storytelling, media, and advocacy to shift social norms
6. Designing norm-change intervention: integrating social norms theory into program design, developing objectives, aligning interventions with cultural and contextual realities
7. Monitoring and evaluation to sustain change: methods for monitoring and evaluation of social norm change, indicators, and tools for measuring shifts in social norms.
8. Strategies for sustaining change at individual, community, and systemic levels

If the supplier wishes to propose modifications to the specification (which may provide a better way to achieve Oxfam ´s objectives) these must be considered as an alternative offer. The Supplier must make alternative offers in a separate letter to accompany the offer. OXFAM is under no obligation to accept alternative offers.