Page 27 - Social Norms Survey

The specific objectives of the study were to:

1. Design and implement a methodology to explore the views and perspectives of
different social identity groups within the target population on crime and violence

(giving attention to the meanings and symbols associated with criminal behaviour),
and including, but not limited to, gangster culture /gang violence/ “badness,”

gender-based violence, and perceptions of justice;
2. Investigate the role of gender norms in facilitating crime and violence;

3. Examine the cultural/normative factors which drive/contribute to the perpetuation
of violence amongst youth and gender-based violence;

4. Examine the protective norms and behaviours, which reduce the risk of perpetuating
violence/becoming a victim of violence;

5. Identify barriers to positive change in attitudes and perceptions relating to crime
and violence;

6. Provide the MNS/PEU Social Marketing Unit with direct insights from the target
population on the most suitable media outlets through which they can be reached

in order to determine the most suitable platforms for transmitting messages to
counter existing pro-violent norms; and

7. Identify indicators related to changes in knowledge, attitude and perception that
can be used to evaluate future social marketing campaigns.

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