The primary goal of the campaign is to reduce social acceptance of violence against women.

The campaign objectives are to create a fundamental shift in social attitudes and beliefs that support violence against women; take a collective and visible stand; develop a popular movement; and bring together a range of local, national, and regional alliances that work on the issue.

‘We Can’ works with different people (students, housewives, teachers, doctors, nurses, lawyers, businessmen, policy makers, religious groups and rural populations, among others).

Change Makers are a huge force behind the campaign. They help challenge dominant stereotypes, male behaviour patterns, gender hierarchies and inequalities, and also provide alternate views of masculinity that demonstrate more equal role models, behaviours and values.

By 2011, there will be five million Change Makers in the six countries who will reach out to and involve 50 million people to spread the message ‘Equal relations are violence free’ and ‘Violence against women is not acceptable’. This will symbolically link up to the 50 million ‘missing’ women in the region. 

‘We Can’ also works with a variety of institutions (universities, civil society groups, corporate bodies and private enterprises, among others) committed to a long-term and sustained process of changing social attitudes on violence against women to strengthen synergy and cooperation. 

The ‘awareness to action’ process happens through highly visible and coordinated public mobilisation programmes, public education events (seminars and workshops), use of mass media and other innovative means of communication, and unique sign-up events and celebrity endorsements.