This paper examines the relationship between exposure to a transmedia entertainment-education (EE) social and behavior change communication (SBCC) initiative with shifting child marriage-related social norms. Districts were selected purposively, whereas households were selected randomly. A total of 1102 households (n = 3905) with fathers, mothers, adolescent boys, and girls completed the baseline and endline survey. Logistic regression using panel data was conducted. There was a decline in the perceived prevalence of child marriage and dowry exchange within respondents’ communities at endline. For injunctive norms, fathers reported significantly higher levels of disapproval for child marriage at endline. However, the reverse was true for mothers and adolescent girls. Almost all respondents had a significantly lower odds of identifying rewards/benefits and punishments/consequences associated with rejecting child marriage at endline. Most respondents with exposure to Icchedana were more likely to report the importance of injunctive norms or expectations of others on their behaviors, than those who were not exposed. Exposure to EE contributes to improved articulation of and shifts in social norms and engenders normative changes at the population level.

本文探讨了接触跨媒体娱乐教育 (EE) 社会和行为改变交流 (SBCC) 倡议与改变童婚相关社会规范之间的关系。地区是有目的地选择的，而家庭是随机选择的。共有 1102 户 (n = 3905) 的父亲、母亲、青春期男孩和女孩完成了基线和终点调查。使用面板数据进行逻辑回归。调查对象所在社区的童婚和嫁妆交换的普遍程度有所下降。对于禁令性规范，父亲们报告的反对童婚的比例明显更高。然而，母亲和少女的情况正好相反。几乎所有受访者识别出与最终拒绝童婚相关的奖励/好处和惩罚/后果的几率都显着降低。大多数受访者接触过与未暴露的人相比， Icchedana更有可能报告禁令规范或他人对其行为的期望的重要性。接触电子工程有助于改善社会规范的表达和转变，并在人口层面产生规范变化。