Social behavioural change is at the heart of building healthier, more equitable communities. At its core, it involves shifting mindsets, attitudes, and practices that shape how individuals interact with one another. One of the most powerful forces influencing behaviour is social norms, the unwritten rules and expectations that guide what people consider acceptable or unacceptable within their families and communities.

While some norms promote unity and cooperation, others can be deeply harmful. For example, norms that reinforce male dominance, justify violence against women, or discourage men from active caregiving roles contribute to cycles of inequality and abuse. These harmful beliefs not only damage relationships but also undermine the well-being of children, families, and entire societies. Addressing such entrenched norms requires more than awareness; it calls for intentional and sustained behaviour change strategies that create safe spaces for dialogue, reflection, and positive role-modelling.

This is where the REAL Fathers Program makes a significant impact. Designed to engage young fathers, the program encourages them to critically examine harmful gender norms and adopt healthier, non-violent behaviours. Through combining mentorship, peer learning, and community engagement, REAL Fathers helps men build new identities as supportive partners and nurturing parents. The program challenges the idea that masculinity is tied to aggression or dominance, replacing it with values of respect, care, and equality.

Importantly, REAL Fathers also works at the community level, involving elders and leaders who influence collective attitudes. By shifting both personal behaviours and public perceptions, the program creates an environment where positive change is not only possible but sustainable. Fathers who complete the program often become role models, inspiring peers to embrace non-violence, shared responsibility, and healthy communication in their own households.

Social behavioural change is not achieved overnight, but initiatives like REAL Fathers demonstrate that harmful norms can be transformed. Through addressing the root causes of inequality and reshaping expectations of fatherhood and masculinity, we pave the way for stronger families, safer communities, and brighter futures for the next generation.