Another interesting response to Paolo's post The Role of Social Norms in Achieving Behaviour Change:
"Being a development communication practitioner, I firmly believe that one has to tackle the shackles of harmful social norms from inside. That is, be part of the society, community where it exists, find the root cause, find the positive deviant, work with the deviant to understand what triggered the deviation and then generate discussions around it. This way the community trust is won and communication is free and open. It is the voices of authority (leaders, promoters, healers) from within the community who have to be mobilized and convinced to spearhead the movement of breaking a harmful social norm. It is human tendency to trust your own. The social pressure that this would generate actually results in shifting social norms. Plus, coming from within it also ensures maintenance of the new behavior.
The lesson is to work with non-traditional development partners (diverse networks) as against traditional development partners."
-- Rachana Sharma