To change this mindset, exhaustive behavioural change campaigns with focus on robust engagement with men as stakeholders are needed. The 16 Days of Activism Against Gender-Based Violence, an annual international campaign initiated by the United Nations on November 25, seeks to counter violence against women and girls. The initiative calls for a holistic approach that involves boys and men across the entire socio-ecological spectrum. It can be done by working on gender equality and engaging with children in their earlier years. Activation of communities by involving local leaders and use of performance arts to drive the message home can also play an important role. Also, there is a need to redefine masculinity across various sectors, including health, social services and law and order, in order to eliminate gender bias at workplaces. Men who wield institutional power and influence, such as political and business leaders, should be involved to effect the change.