“Beating is… shameful”
- 16 Days of Activism against GBV - 2011
ABAAD in partnership with International Medical Corps launched their joint campaign for the internationally recognized 16 days of activism to End Violence against Women in November 2011. The campaign focused on using a hegemonic masculine trait, the use of power or force, in paradox against the use of violence. This approach, using masculinity to transform masculinity, was the first of its kind in a TV commercial campaign in the Middle East. The TV Spot of the campaign can be watched on Abaad Facebook page.