We cover multiple sources to discuss Social Norms Theory. First source presents a qualitative study on online child sexual exploitation and abuse (OCSEA) in the Philippines, revealing the prevalence, perpetrators, victims, and community norms that enable such activities. The second source explores entertainment-education (EE) initiatives globally, examining diverse approaches, methodologies (like the Sabido methodology), and the use of various media to achieve social and behavioural change. Both sources utilise social norms theory to explain the persistence of harmful behaviours and the potential of EE programmes to effect positive change. The studies highlight the importance of formative research, audience engagement, and collaboration between researchers, creatives, and communities. Key challenges and lessons learned in designing and evaluating effective EE interventions are discussed in detail.

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