According to the UN, Angola is one of the most dangerous places in the world to be a woman. The US Department of States Human Rights Report for 2011 states that 78% of women in Luanda report having experienced violence. While most of the attention is on sexual and gender-based violence (SGBV) in Angolan provinces, many of the underlying reasons behind SGBV relate to male attitudes towards women. A dominant attitude in major cities, justifies sexual violence by blaming women for inappropriate outfits by girls and women. This culpability of women for the violence made on them or abuse is a reflection of distorted gender relations which justify the use of sexual favors and abuse by those in a superior situation or by those in position of authority. In Angola, there is a limited degree of shame or humiliation felt by men and boys who carry out these abuses; on the contrary, men are often encouraged to profit from their position to get a girl or a sexual favor. Having learned the rules, many women feel that there is no outlet to seek redress or that the risks are too high to do so. There is little positive encouragement for men to make a break from negative attitudes and behaviors. An increase in communication to combat SGBV over recent years, particularly in Sub-Saharan counties, has focused on educating people around the law against domestic violence, violence against women, and promoting the rights of women to break the silence and encouraging the general public to denounce domestic violence, rape, and any act deemed as SGBV. This communication has polarized men and made them feel simply part of the problem, not part of the solution. An inspirational media campaign captivating men and drawing them into a more positive place is thus needed.

This project seeks to influence changes in attitudes and behavior among Angolan men in order to reduce SGBV. In Angola, men play a big role in influencing the promotion of SGBV and this is largely due to the culture set up in the country. Therefore, it has become imperative to do an awareness campaign for men as to reinforce or equip them with gender skills. So that they are able to impact positive gender norms among the men, for example how it is not good to hit your wife and how that leads to children believing that violence is normal and acceptable. SFCG believes that men who promote SGBV are more likely to change their behavior when they listen to their fellow men in the community. Gender-based violence and gender inequality are increasingly cited as important determinants of women's HIV risk. For example, studies in Zambia have shown that women with violent or controlling male partners are at increased risk of HIV infection. Other studies made by UNICEF Angola also show that domestic violence and sexual abuse were found to be closely linked to HIV and alcohol abuse and there was an overlap between violence and HIV. This campaign will exemplify positive behavior by men in situations where commonly men would be abusive of women or manipulate from a powerful position to commit sexual violence. The messages will aim to avoid polarizing or alienating men; rather they will draw on an inspirational role model encouraging them to be more cool and thus more accepted by the society by changing certain attitudes towards women. The slogan Kamba, meaning the cool friend in Angolan slang, will be used as branding to illustrate the positive model of strength, power and coolness which goes along with respect of womens bodies, their choices and their dignity. The concept of Kamba will challenge existing notions of what it is to be cool or hip, thus making it not socially acceptable to be abusing women, using force to get sexual favors, and taking advantage of minors. The message will draw on research recently conducted by experts in Luanda as well as qualitative input from SFCGs team in Luanda and Cabinda provinces. This information points to a range of sexual violence that is not directly linked to armed groups and soldiers. Messages will address the types of abuses committed most frequently, including: abuse of women and girls in situations where men have a degree of power (such as in school or university, or in the job market), sexual relations with minors, domestic abuse, rejection of rape survivors, exploitation of vulnerable women by military and police, and notions of blaming women for rape based on their choice of dress. The messages will present diverse situations, but rather than presenting the negative behaviors, will present a situation that could in all likelihood turn wrong, but then simply doesnt, due to the positive male behavior. For example, the scene will show an adult male picking up a minor on the side of the road but rather than taking her to a hotel he rather drives her home and advises her and her mother of the risks of being out late alone.