Displays of unhealthy masculinities such as violence, misogyny and discrimination are learned behaviours and not something men and boys are inherently born with. As the world’s largest movement of men and boys working to end gender-based violence and promote healthier masculinity, White Ribbon’s mission with this project, as with previous campaigns, was to encourage male-identified individuals to become more conscious of and accountable for their actions.

White Ribbon’s campaigns have always sought to help men examine the forces that drive them to behave in negative ways. But we needed to find a new way in—a conversation they hadn’t heard before. Displays of harmful gender norms and stereotypes are so ingrained within our culture, we wondered whether a personal experience, such as having a daughter, could help men become more aware of the issues women face in society.

White Ribbon’s campaigns have always sought to help men examine the forces that drive them to behave in negative ways. But we needed to find a new way in—a conversation they hadn’t heard before. Displays of harmful gender norms and stereotypes are so ingrained within our culture, we wondered whether a personal experience, such as having a daughter, could help men become more aware of the issues women face in society.

A film that captures a father’s anxieties around raising a daughter told through a reflection of how he has interacted with girls and women in the past.

After commissioning a national survey, White Ribbon found that 66% of men said that having a daughter did in fact make them more concerned. 70% of those who didn’t have a daughter believed that if they had one, it would make them more aware or concerned about the challenges women face. We used this insight—The First Daughter Effect—to form our creative premise: For some men, having a daughter can change everything, but women and girls can’t wait that long.

The campaign launched on the International Day for the Elimination of Violence Against Women, and continues to be used by White Ribbon in workshops for educators, business leaders, etc

The campaign generated over 300 news stories and $1.4 million in media value—all with a $0 media budget. It even made its way to the lower house of the Parliament of Canada. The Canadian government highlighted White Ribbon’s important work and pledged $600,000 in financial support. With this crucial funding, White Ribbon can continue to educate and inspire men and boys.