OpenIDEO is an open innovation platform. Join our global community to solve big challenges for social good. Sign up, Login or Learn more

Changing Social Norms And Improving Health Outcomes

Since social norms are deeply entrenched, the involvement of community leaders will be critical since they have the power to endorse change

Photo of Elly Nelson

Written by

What specific problem(s) are you trying to address? (300 character limit)

4 out of 10 girls are married before their 18th birthday. The UNFPA estimates that 37% of women aged 20 to 24 were married or in union by the age of 18 in Tanzania. According to one study, 7% of women between the ages of 20 and 24 in 2010 were married before the age of 15 (Human Rights Watch, 2014,

What are some of your unanswered questions about the problem(s) you are working to address? (500 character limit)

Cumbersome challenges facing rural communities based on how to reduce a numbers of teenage pregnancies especially in the rural communities, to address a delay age of first sex and marriage, to improve a Menstrual hygiene management and to improve access to youth-friendly health services, including those for family planning, GBV response and prevention, and sexually transmitted infections. We need a holistic approach which target to transform the mind-set of the teachers, families and communities

Who are your end users? (1000 character limit)

Direct beneficiaries are the youths’ aged (13-19) who are enrolled primary schools at Mkambarani ward –Morogoro region. PCRD will select 6 out of 18 schools located in the same ward. PCRD will device criteria to include girls who have dropped out of school for some reasons. The indirect beneficiaries are the teachers, parents and school neighbours. The PCRD will mount a program to the youth (inform of a subject) and will taught in the classroom like other subjects and will propose to have a morning class during the weekend time. The intervention will bring together youth to discuss, explore, and celebrate in their self-image. The girls and boys will gain more insight on how to build healthy self-image, body confidence, self-esteem, inspiring confidence and sense of personal identity, self-worth and self-respect. The intervention will also provide tools to help communicate effectively and develop a better understanding of each other, the intervention will reach more than 20,000 people

Explain your idea. (500 character limit)

The idea will based on a proactive engagement of girls and boys in the change of social norms and improve health outcomes with involvement of community leaders since they have the power to endorse changes in the community. PCRD will provide SRH knowledge for youth and influential adults within and outside of school settings; increase linkages to existing health facilities for SRH and youth friendly services with referrals tracked for completion based for in- and out-of-school.

What is your value proposition? (500 character limit)

Capacity building for parents and community members for changing social norms and reduce the GBV out of schools (rape, FGM and corporal punishment), will increase opportunity on learning outside the community and improve knowledge of youth towards use the skills and confidences gained to break the poverty cycle and strengthen their community this will led to reduce the retention of vulnerable children in schools and improve perception of youth intelligence, roles and abilities.

What's different about your idea compared to current solutions? (500 character limit)

We have enough human resources capacity and experience in the education, curriculum development and gender issues for the better running of the community social empowerment programs. We used to apply a new model based on self-help and practiced experience on plan, design and implementation of intervention programs and projects. However a participatory approach used when we incorporate gender equity in our work.

What are the key reasons why end users would turn to your organization over another?

  • Convenience / Accessibility: Making products accessible

What would success look like for your end users? (500 character limit)

Collaborator–engage with the health care units to develop counselling and support services and make it accessible for the youth Influences-Launch lobbying and advocacy campaign to influence policy makers to absorb and integrate good practices in the policy that can be extrapolates to other areas Developer- Develop school neighborhood program which will bring together community and schools and cultivate friendship spirit between them, this will change the attitude of the community.

How would you measure the impact your idea has on your end user(s) ? How will you measure the success of your program? (500 character limit)

Improve sexual reproductive health and rights knowledge for the youth as a result of decrease rate of school girls dropout Reduction of the early marriage and pregnancy including HIV infection rates as a result of increase increase girls school enrollment rate Improve Gender balance at various levels in the community as the result of reduce sexual harassment Reduction of childbirth complications like fistula as a result of decreased number of child marriages due to the changed social norms

What strategies will/are you testing to acquire end users? (300 character limit)

A word-of-mouth will be used by the youth to express their feelings A community advocacy campaign will be practiced Online social media will be utilized e.g Facebook, Twitter, LinkedIn Flyers and brochures will design and distribute to the community, neighborhood and stakeholders.

Key partnerships - Who will you partner with to make your idea work? (500 character limit)

In the context of delivering as one, the PCRD will be planning to engage Ministry of education and vocational training, Ministry of health, gender and children, teachers colleges, teachers union, nearby community health units, members of parliament, extension officers, parents, students, and government officials in education (i.e. central and local government), (NGOs) working with women and children and individual schools.

What is your organization’s name? (150 character limit)

Prosperity Community and Rural Development- PCRD

Tell us more about you: (750 character limit)

PCRD is a registered NGO- core value is to achieve a strategic objective by assisting to overcome the economic constraints that hindered the development of women in rural area Elly Nelson- A Project Manager & Overall inch age of the projects -Project implementation activities & finance Carolyne Nombo -Will work on SRH both school & community Kenneth Bengesi - Will work on social norms both school and community Judith Kahamba - Will work on gender aspect issues Fatihiya Massawe-Will work on curriculum review, development & Gender A. Kidunda (Dr) – SRH mentor and educator Margareth Lyimo - Cooperate with the Director to perform Programs Admin & Finance Lilian Kessy -Cooperate with Director to perform Programs.

Organizational Characteristics

  • Women-led organization
  • Youth-led organization
  • Locally/community-led organization

Where will your idea be implemented? (200 character limit)

The idea will be implemented at Makambarani ward, in rural Morogoro region-Tanzania.

What do you need to get started? (500 character limit)

Key resources needed by the PCRD organization for the smooth running and implementing the project idea is financial support (grant). As the idea has a wider concept and will be practicing in both schools and community, several activities should be involved which requires to be supported financially.

What is the current scale of your proposed innovation?

  • Community - one or a few communities within one country

Experience in Implementation Country(ies)

  • Yes, for more than one year.

Expertise in Sector

  • I've worked in a sector related to my idea for more than a year.

Organization Location (200 character limit)

The team is registered and based in Morogoro Municipal, Morogoro region-Tanzania

What is your organizational status?

  • We are a registered non-profit, charity, NGO, or community-based organization.

What is the maturity of your innovation?

  • Early Stage Innovation: I am exploring my innovation, refining, researching, and gathering inspiration.


Facebook: Prosperity Tanzania; LinkedIn: Prosperity Tanzania;


Join the conversation:

Photo of Francis Mutua

Naturally, I was inspired by this! Good job in your submission Elly!

Photo of Elly Nelson

Thank you

Photo of Elly Nelson

Thank you

View all comments