Social Change Communication – An essential strategy for achieving universal access to HIV prevention, treatment, care and support (Poster WEPE0371) 3. It is necessary to change many things and to intervene on multiple levels at the same time in order to shift or change the deeply entrenched beliefs and norms that impede HIV prevention, treatment and care. For example, Soul City’s carefully researched, multilevel initiative produced dramatic short-term results, and a longer term shift in attitudes about the legitimacy of gender-based violence in South Africa6. After only a six month campaign there was a 10% increase in respondents disagreeing that domestic violence was a private affair and a 22% shift in perceptions of social norms on this issue. Qualitative data analysis suggests the intervention played a role in enhancing women’s and communities’ sense of effi cacy, enabling women to make more effective decisions around their health and facilitating community action.