“Because I am a man” is an advocacy and behavioral change campaign which calls on men to become more active in caregiving, childcare, domestic work, prevention of violence against women and girls, and broader promotion of gender equality.

The Challenge

The difficulty to reach, engage and influence the target audience (men) on such matters. 

Our Social And Behavioural Insight

• Focusing on fatherhood as an entry point to engage men in social change to end discrimination against women and girls.

• Global evidence shows that engaging men in gender equality promotion and positive fatherhood leads to more empowered women and girls

• The vast majority of men and women in those countries are in favor of paid paternity leave, given that fathers perform caregiving and household tasks.

• Men reported that their work takes time away from being with their children and families and that they would like to change that.

What We Did

We conducted a series of interviews with Men influencers in Tunisia and UNW representatives.

Impact

12 interviews with men journalists, influencers, actors and a few UNW representatives.