The He Can media campaign is part of Investing In Women, an initiative funded by the Australian Government to empower women in the East Asian region. South Asia, including Vietnam.
Through this campaign, WISE aims to promote discussion of social concepts that limit the roles of men and women in the family and in economic development. Those concepts include:
- Women are the ones who are mainly responsible for taking care of children and families or “building a home”;
- Men are the breadwinners, playing the main role in economic development and taking care of the family or “building a house”;
- Certain jobs are male-only or female-only, leading to job discrimination; and
- Women do better in supporting roles and men do better in leadership roles.
The He Can campaign is a two-year project with a variety of activities to engage Millennials in urban areas. This is the group of people that IW research shows are making positive changes from traditional gender concepts towards higher levels of gender equality. This campaign will encourage their participation through rethinking gender concepts in idioms, proverbs and works of art; build the image of modern men and women and encourage dialogue on media and social networks with influencers.