Oxfam India launched a multi-country initiative to reduce Violence Against Women and Girls (VAWG) by challenging the social norms that allow domestic violence to persist. To shape their behaviour-change campaign in India, Oxfam needed a deeper understanding of why domestic violence remains normalised, what beliefs sustain it, and what support systems women can access.

Athena Infonomics was commissioned to conduct a formative research study to:

• Identify the social norms underpinning domestic violence
• Examine the drivers (socio-cultural, economic, contextual) that sustain these norms
• Understand barriers to behaviour change at household and community levels
• Map existing care and support systems available to survivors
• Recommend strategies for Behaviour Change Communication (BCC) — including key messages, target groups, and effective communication channels

To deliver this, Athena adopted a sequential mixed-methods approach, conducting focus group discussions, in-depth interviews, and household surveys across six states. Insights from one phase shaped the next, resulting in a grounded, evidence-led understanding of VAWG norms and practices.

The final output helped Oxfam refine their campaign design, ensuring their interventions directly address the real beliefs, reference groups, and social expectations sustaining domestic violence.