There is an emphasis on creating pool of men to be referred as ‘Gender Equality Advocates or Samanta Ke Saathi’ as core strategy of campaign to change existing gendered social norms. Samanta Ke Saathi as change strategy is about menfolk advocating for and acting to advance gender equality. This strategy of change mobilise and encourage men to work together and influence their peers to understand gender discriminatory practices and question and lead action to accelerate social change. As a strategy, these men would like to experiment with change in their own lives and relationships and promote these among others. Process of identifying of these men is approaching them in institutions that could be the community, the educational institution or the workplace by conducting innovatively designed activities and events like film shows, gender equality fair, discussions, street plays etc. Campaign aims at strengthening the potential of ‘Samanta Ke Saathi’ to advocate for gender equality, to monitor progress towards women’ mobility, safe & enabling environment for women to grow and to promote equal education and participation of women in accessing rights and services. At the level of colleges, varsities, workplaces, rural, and urban discussion on gender issues starts among youth and men. The campaign focuses on concrete actions that men and boys can take to promote gender equality and to eradicate discriminatory social norms. The campaign lays an emphasis on concrete and appropriate steps that men and boys can take within their lives. At the household level, the messages are targeted to men as fathers, brothers, or uncles with messages for sharing housework as joint responsibility, support to daughter or sisters for their education, supporting girls mobility, discouraging early marriage, creating safe environment at public places, respecting wife’s choice and so on.
Model expected role of these Gender Champions is transforming five social norms in their lives for advocating gender equality and safeguarding women rights as equal citizens.