White Ribbon

Published purpose

This 18-month project will support the development, implementation and evaluation of a social marketing campaign, featuring compelling calls to action to inspire men and boys across Canada to change their attitudes and behaviours, to seek help when needed, and to embrace their roles as allies and change makers. Key products to be developed include a dedicated webpage, an overall call to action with a list of actions men and boys can do, a digital video and social media assets/media buys. White Ribbon will also work to engage youth (especially young men) in their communities to build their capacity to challenge rigid gender norms and stereotypes. Through a targeted youth engagement strategy (e.g., social media, workshops, events), youth will add their voices and increase the dialogue to influence their peers to address harmful gender norms, attitudes and behaviours. The National Youth Working Group will provide input into the targeted plan and contribute to its broad activation. A feminist Advisory Committee and collaboration with women’s groups will ensure accountability. Campaign messages will be amplified through our partnerships and will provide a further avenue to support survivors of gender-based violence, in this unique time of global crisis.