Bridging Beliefs & Behaviour: Shaping Norms with Faith Based Social Media Influencers

Background
Faith and digital media both shape social values in Nigeria—but faith-based approaches to gender equality and family planning have rarely been tested online. Building on the proven Transforming Masculinities model, which has reduced intimate partner violence and improved family planning outcomes in several countries, this project explores how faith-affirming influencers can drive positive social change through digital platforms.

What We’re Doing
We’re partnering with Tearfund and Nigerian faith-affirming social media influencers to co-create and share values-driven messages that challenge harmful norms around gender, violence, and family planning. Working with Policy Innovation Centre, the project will generate evidence on how these influencers reach different audiences, what types of content drive engagement and early attitude change, and how digital faith-based advocacy can be effectively scaled. Together, we’re combining practical implementation with rigorous research to learn what works—and what it takes—to shift norms in digital spaces.

Approach or Methodology

Over 15 months, the team will:

• Map the faith-affirming digital ecosystem in Nigeria, identifying key influencers, audience segments, and online spaces where gender and family planning norms are shaped to design the adapted approach.
• Equip a cohort of up to 10 Christian and Muslim faith-aligned influencers through the Transforming Masculinities training, then support them to co-create and share authentic, values-driven content across major social media platforms.
• Track and assess reach, engagement, and early signs of attitude and norm change using surveys, analytics, and online ethnography. Insights will feed directly into adaptive learning and guidance for scale.