Harmful norms
Changing attitudes to unlock children’s rights
- English
- Македонски
- Shqip
Every child has the right to be included, respected and given equal opportunities.
But even when services exist, not every child benefits because of stigma, discrimination and harmful social norms stand in the way.
Changing systems is essential but changing attitudes, behaviours and social norms is what makes those systems work for every child.
The challenge
Across North Macedonia, many children continue to face barriers that are not written in laws or policies but are shaped by beliefs, attitudes and social norms.
Stigma and stereotypes still prevent children from accessing the services and opportunities they need.
Roma children, for example, often face exclusion and discrimination that limit their access to education, health care and social protection. They are more likely to live in poverty and less likely to access essential services, not only because of economic barriers, but because of long-standing social exclusion.
Children with disabilities also face invisible barriers. Misconceptions about disability, low expectations and social stigma can prevent children from being included in education, community life and decision-making.
Gender norms continue to shape opportunities for both boys and girls. Expectations around roles, behaviour and choices can limit participation in education, leadership and in some cases place children at greater risk of violence and harmful experiences.
These barriers are often deeply rooted in social attitudes, in what is seen as “normal”, what is accepted, and what is expected.
At the same time, improving services alone is not enough. Even when services are available, families may not access them if they lack trust, information or confidence.
Without addressing these behavioural and social drivers, inequalities persist and the most vulnerable children remain excluded.
The solution
Advancing children’s rights requires more than policies and services. It requires changing the social norms and behaviours that shape everyday decisions and opportunities.
UNICEF works with partners to drive social and behaviour change, helping communities, systems and institutions become more inclusive, supportive and responsive to every child.
Social and behaviour change goes beyond raising awareness. It focuses on understanding why people behave the way they do and addressing the individual, social and structural factors that shape those behaviours.
This starts with listening. UNICEF works with communities to understand beliefs, barriers and motivations, ensuring that solutions are rooted in real experiences and context.
It also means engaging children and communities as partners in change. Through dialogue, participation and empowerment, communities can challenge harmful norms and promote positive behaviours that support children’s well-being.
Communication plays a key role using campaigns, storytelling and media to shift perceptions, challenge stereotypes and promote inclusion. But communication is only one part of a broader approach that also includes: community engagement and social mobilization, behavioural insights and evidence and strengthening systems to be more responsive and inclusive.
A strong focus is placed on inclusion, ensuring that children who are most often excluded are at the centre of change efforts.
This includes working to reduce stigma around disability and promote inclusion; challenge discrimination against Roma children and support their equal access to services; address harmful food systems that contribute to childhood overweight and obesity by promoting healthier environments and behaviours; tackle cyberbullying and online harm by empowering children and communities to create safer digital spaces; support parents with knowledge and skills on nurturing care through innovative platforms; and promote gender equality, enabling every girl and boy to participate fully and reach their full potential.
By addressing the root causes of exclusion and harmful practices, social and behaviour change helps ensure that systems designed to support children actually work, for every child.
Changing norms. Changing lives.
When attitudes change, opportunities open.
Children are included and thriving in classrooms, communities and services. Families are supported to make positive choices. Systems become more responsive and equitable.
Social and behaviour change makes the invisible barriers visible and helps remove them.
Because real change happens when: inclusion and nurturing care become the norm, diversity is valued, and every child is seen, heard and supported.
And when that happens, every child has a fair chance to thrive.