The Violence Prevention Alliance (VPA) has launched a public education campaign entitled ‘Big Man Ting’. This media initiative aims to promote positive masculinity by engaging men and boys as allies in the fight against gender-based violence (GBV) and challenge harmful gender norms that contribute to GBV. 

Dr Deanna Ashley, executive director of the VPA, said, “Men and boys play a crucial role in dismantling the toxic norms that contribute to gender-based violence.”

She noted that the key objectives of the ‘Big Man Ting’ media campaign, which commenced on Valentine’s Day, is designed to deliver a series of impactful messages targeting men and boys, to raise and strengthen their awareness about how harmful gender norms affect lives, relationships, and communities and to position more men as partners and advocates for gender equality.

The VPA executive director stated that the campaign employs several strategic approaches to ensure maximum engagement and impact. These include showcasing positive role models featuring “Big Men” who exemplify responsible and respectful behaviour through videos, testimonials, school and community events. It will also leverage community champions by engaging respected figures within communities to disseminate and reinforce the campaign’s messages. 

The ‘Big Man Ting’ campaign is part of the WE-Talk Project, a broader initiative dedicated to contributing to the reduction of GBV in Jamaica and creating safer communities, especially for women, girls, boys, and other marginalized groups.

Over the next two years, VPA will implement a variety of other, interactive engagements that promote positive masculinity through a gender-transformative approach, which includes encouraging self-reflection, self-awareness, examining power dynamics and discriminatory behaviours. These activities will include men and boys identifying and challenging harmful gender beliefs, encouraging healthy, authentic relationships free from violence and empowering communities to promote gender equality and reject harmful norms. 

“We are using familiar cultural platforms like music and sports to make these critical conversations more engaging and relatable. Our goal is to create an ongoing dialogue that fosters real change, that promotes respect and equality” noted Dr Ashley.

Through the WE-Talk Project, with the Big Man Ting campaign and the interpersonal and community engagements, the VPA will address various social and cultural norms and myths, encourage male influencers to champion positive social norms and support women’s rights and strengthen civil society organisations (CSOs) to effectively address GBV.

“By equipping men and boys with the tools to challenge harmful stereotypes, we are laying the foundation for a safer and more equitable society,” said Dr Ashley.

The WE-Talk initiative is supported by Oxfam Canada and with funding from the Government of Canada. Dr Ashley said the funding enables VPA to execute meaningful interventions that drive social change and foster a culture of respect and equality.