White Ribbon aims at building a new idea of masculinity in society. Multiple types of research have been conducted by many renowned institutions, like the U.N, which have indicated that men themselves might not be entirely comfortable with the stereotypical roles associated with their gender. The hypermasculine roles dictated by society put men under a high, if not equal, pressure as women. Driven by this pressure, men acquire unhealthy behavior which ultimately impacts women due to their subordinate position in the social hierarchy. White Ribbon is, therefore, determined to work on the root cause and eradicate violence against women by engaging the key source of this violence, i.e men. The campaign introduces men with healthy and flexible social roles on different social and professional platforms and encourages them to become social justice allies for women by taking up simple measures and ending the predominant anti-women social practices. This will help men as much as women, to break through the constraints of hurtful social norms and live a more fulfilled life.