This PSA Switches Its POV to Send a Startling Message About Gender-Based Violence

White Ribbon emphasizes the importance of recognition and accountability

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Gender-based violence is a global crisis that often begins with unhealthy perceptions of masculinity. New work from Canadian social-advocacy group White Ribbon demonstrates that the dangers aren’t just in those perceptions, but just how close many men are to the violent behaviors that spawn as a result.

White Ribbon launched a new campaign, “I Knew All Along,” that demonstrates a new father’s fears about raising a daughter. Created in collaboration with Toronto-based agency Bensimon Byrne, the public service announcement aims to show experiences many women face and encourage male-identified individuals to become conscious of, and accountable for, their actions.

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