There is an emphasis in the campaign on creating a pool of men and boys, to be referred to as Gender Equality Advocates or 'Samanta Saathi’ as a core strategy of the campaign to change existing gendered social norms. Samanta Saathi as a change strategy is about men and boys advocating for and acting to advance gender equality. This strategy of change mobilises and encourages men to work together and influence their peers to question and understand gender discriminatory practices, and to lead action to accelerate social change.
These men would be encouraged to experiment with shedding their gender privileges and bringing about change in their own lives and relationships and promote these among others. The strategy of identifying these men is approaching them in institutions which could be the community, educational institutions, workplaces or public places by conducting innovatively designed activities and events like film shows, gender equality fairs, discussions, street plays etc. The aim is to start discussions on gender issues among youth and men at the level of colleges, varsities, workplaces and various rural and urban areas.
The campaign then aims at strengthening these identified men and boys into potential ‘Samanta Saathis’ who will advocate for gender equality and contribute to an enabling environment for women and girls which will promote their equal education and participation in accessing rights and services.
The campaign will then focus on concrete actions that men and boys can take to promote gender equality and to eradicate discriminatory social norms 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 a safe environment at public places, respecting the wife’s choice and so on. The model role expected of these gender champions is transforming five social norms in their lives and advocating for gender equality and safeguarding women rights as equal citizens.