The contribution of structural inequalities and societal legitimisation to violence against women, which 30% of women in India survived in the last year, is widely accepted. There is a consensus that interventions should aim to change gender norms, particularly through community mobilisation. How this should be done is less clear. We did a qualitative study in a large informal settlement in Mumbai, an environment in which 41% of the population live. After reviewing the anonymised records of consultations with 1653 survivors of violence, we conducted 5 focus group discussions and 13 individual interviews with 71 women and men representing a range of age groups and communities. We based the interviews on fictitious biographical vignettes to elicit responses and develop an understanding of social norms. We hypothesised that, in trying to change norms, we might exploit the disjunction between descriptive norms (beliefs about what others actually do) and injunctive norms (beliefs about what others think one ought to do), focusing program activities on evidence that descriptive norms are changing.The primary outcome for the main study will be a reduction in the incidence and prevalence of violence against women and children. The early phase study seeks to develop a theory of change identifying intermediate outcomes that could be used as indicators on the pathways to impact. Examples include increased disclosure and reporting of GBV, changes in social norms related to GBV for women, men, and young people, and improvements in mental health.

Qualitative study in a large informal settlement. After reviewing the anonymised records of consultations with 1653 survivors of violence, we conducted 5 focus group discussions and 13 individual interviews with 71 women and men representing a range of age groups and communities. We based the interviews on fictitious biographical vignettes to elicit responses and develop an understanding of social norms.