The main objective of the campaign will be to promote men and boys active partnership to change gender discriminatory social norms in the family, community and in different institutions. Building upon existing laws and policies the campaign will focus on concrete actions that men and boys can take to promote gender equality and to eradicate discriminatory social norms. The campaign will emphasize concrete and appropriate steps that men and boys can take within that particular space or institution. Thus at the household level the messages will be targeted to men as fathers, brothers, or uncles with messages for sharing housework, support to girl’s for their education, supporting girls mobility, discouraging early marriage, women’s economic empowerment and so on. In a college the focus would be on male youth as colleague and friend with messages around sexual harassment/eve-teasing, campus safety, encouraging women’s participation in extra-curricular activities and so on.