This document discusses norms and normative change in the context of public health work. It defines norms as social expectations embedded in attitudes and behaviors that a norm-reference group perceives as endorsed by peers. Research shows people are more likely to adopt behaviors they believe are normative. Interventions can encourage reflection on norms at universal, selective, or individual levels. Community action approaches use small groups to reflect on behaviors and norms, and identify actions to support healthy norms or modify risky ones. The document introduces a panel discussion on using community action interventions to advance health-affirming norms.