'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 – men and women 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. 

Change Makers are involved in the ‘awareness-to-action’ process both as individuals and as a group. They recognise that change can be stimulated but not forced. 

Their role is, thus, to stimulate thinking, promote alternatives to violence, personally role-model alternative behaviours, encourage others to share their views, and support women experiencing violence.

They do not act on other’s behalf or impose actions but help women experiencing violence to find their own solutions and make their own choices. 

Change Makers are, in fact, encouraged to identify the violence and discrimination in their own lives, accept their own responsibilities in relation to it, and find their own ways to address it.

Currently there are over 2.7 million Change Makers.