'We Can' believes that change can come only from within, and from sustained action at an individual level.

It needs to be born of personal reflection and understanding and replicated on an ever larger scale through demonstration and mutual support.

When a person reaches out to others and they act together on a sufficient scale to bring about widespread reform, a social movement is born.

‘We Can’ attempts to foster this process, at a local, national, regional and ultimately global level.

It invites change rather than demanding it, and sets rejection of violence as its only condition of involvement.

Men and women who opt to be Change Makers are encouraged first to recognise, understand and address the acceptance of violence in their own lives, attitudes and behaviour before seeking to persuade others to do the same.

‘We can end violence against women’ thus becomes a positive call to action – a personalised expression of realistic intent.

At the collective level, the campaign stresses that domestic violence is not a private affair but a matter of social concern.

The approach is to point up and challenge the action and the attitudes which underpin it, rather than the individuals involved.

The campaign invites Change Makers to encourage others to change and to come together for mutual support, and concerned organisations of all kinds to join their efforts within a campaign alliance.

As the circle grows, so mutual reinforcement and the widening spectrum of action are expected to maintain the momentum for change.

As the actual process of change is gradual and occurs in stages, 'We Can' works within four phases: raising awareness, building networks, integrating action, and consolidating efforts.

Each of these phases has different messages, strategies and approaches.