“…Kippax et al . ( 2013 :1373) argue that change processes are normalised through community ‘dialogue [through which] social practices are modified and other practices, such as safe sexual practices … are produced [and] norms that enable and sustain safe sex … are built’—also see Campbell, Nhamo, Scott, Madanhire, Nyamukapa, Skovdal, et al ( 2013 ) and Laher, Cescon, Lazarus, Kaida, Makongoza, Hogg, et al ( 2012 ) for similar arguments in southern African contexts. This argument parallels recent thinking in rural innovation studies, influenced by complexity science that promotes an evolutionary, process-oriented perspective of change.…”