We Can’ believes that people help other people change their perceptions and practices. People often inspire one another, learn from one another and many a time begin the process of collective action. Such processes have the power to alter personal behaviour and inter-personal relationships.

The campaign, hence, works through millions of Change Makers -- people who actively encourage more positive attitudes and behaviour towards women within the communities they live and work by providing alternative norms -- to facilitate attitudinal change on violence against women.

Both men and women are involved in the ‘awareness-to-action’ process -- both as individuals and as a group -- and their participation and role while advocating for gender equity is seen to be of equal significance.