This chapter examines action for gender norm change within the broader institutional context in Uganda, which has relatively strong national legislative frameworks and policies to support gender equality and adolescent girls. Despite this, change on the ground is slow and in some places appears non-existent. To examine action for change in this context, the chapter considers selected communications initiatives that aim to shift discriminatory norms around adolescent girls in rural communities. The analysis is set against the backdrop of the country’s national legal, policy and programme environment for gender empowerment and adolescent girls, highlighting both the enabling aspects of progressive laws and policies along with some of the ambiguities around adolescent sexual and reproductive health rights and the reform of marriage legislation, as well as significant gaps between policy promises at national level and action on the ground.
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