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The Moral "Bro-Code" Community

Harness the power of peer pressure amongst the youth to make respect/protection for women the "cool - right thing to do" rather than trying to be preachy!

Photo of Sandiip Saravanan
9 13

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The only long-term solution to the challenge is by fundamentally changing men's attitudes in the society towards women. Universities (particularly tier-2,3 ones which attract students from economically backward societies) and Vocational Training Institutes (for those who drop out of high-school) in places like India provide the single biggest opportunity to address the root cause of the issue. 

No one likes to be preached to..Especially the youth who are in the process of establishing their new identities and social heirarchies amongst their peer groups. In a tightly collectivist society like India, honor is a moral value of high importance. Can we tap onto the honor value of Indian men to start a movement to respect/protect fellow women without coming across as preachy? Can we educate the adults of tomorrow on the importance of making their environment's safe for women, when they are forming their social identities in groups today?

Without getting too preachy about it

Gillette made a great start along this idea( Video shared above).
But, the men who buy Gillette products and watch these ads are not the ones likely to be of danger to the women. We have to reach out to the social youth groups in the low-income neighborhoods. Fan Clubs (of Cricket, Bollywood stars) in India is another great platform where these attitudes can be reshaped. 


Join the conversation:

Photo of Bettina Fliegel

Hi Sandiip. Great post. I learned much from it and the comments below. I totally agree that teens and young adults do not like the be preached to. They also do not respond to it. The key that you tap into is guidance and mentoring/role models, with a focus on what the young men value.
There is a post in the ideas section that proposes a straight talk communications campaign to address the issue of harassment, particularly in India. I commented there, referencing your insightful remarks here, as well as the conversation below.

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