A lot of our work is precisely on behaviour, norm, attitude and belief change with local organizations. I can give you an example of Bangladesh, where the partners we work with have developed a very popular television series that talks about women's role in the household, gender dynamics and gender norms around decisions, around sexuality decisions and around who has household chores. They're trying to shake things up.
Our partners in Bangladesh have decided that using these kinds of very popular TV stations—the word that comes to mind is “telenovela”—is the best way to access people and start raising different ways of thinking about gender norms in their countries. In other contexts, we support groups that do public radio stations in rural communities. In others, we support street theatre and community theatre.
It's very much context-specific how you shift attitudes and norms, but the best way is to be closest to the communities you're working with. It's never from the capital down.