The first 1000 days of a child’s life are crucial to ensure overall growth and development. Social and gender norms have a strong influence on a child’s developmental milestones (beginning from the prenatal stage), specifically the ones related to health and nutrition. To ensure healthy physical and cognitive development, it is essential to unravel the social and gender norms that may pose as enablers and barriers to the same. Furthermore, it is important to explore the role of factors that may trigger normative shifts. In this context, the presenters will share evidence on the role of men and social and behaviour change communication including media in influencing norms that affect child development with a special focus on complementary breastfeeding and dietary diversity. Through this discussion, the collaborative aims at encouraging the participants to think about how sticky social norms are or how resistant they are to change, how interventions targeting normative shifts may be designed by utilising the power of social influencers and setting indicators to measure normative changes.