Iron and folic acid consumption and changing social norms: cluster randomized field trial, Odisha, India

To assess whether improvements in social norms related to iron and folic acid consumption are associated with increased iron and folic acid consumption.In a cluster randomized trial in Odisha, India, we implemented an intervention to improve descriptive norms (people's perceptions about how many other people take iron and folic acid), injunctive norms (social pressures people feel to take iron and folic acid) and collective norms (actual levels...