A number of public education campaigns are designed to address the root causes of gender-based street harassment, call out toxic masculinity and tackle entrenched behaviour. In Mexico, the ‘No Es De Hombres’ campaign (2017) is a partnership between UN Women and the Mexican Government.

The campaign employs social experiments where men are exposed to situations commonly experienced by women on public transport. The aim is to disrupt the normalisation of sexual harassment and to recognise it as a form of violence [1].

The campaign targeted men aged between 20 and 50 years old that use public transport on a daily basis. The campaign was divided into two stages: the first stage involved undertaking social experiments on the Mexico City Metro. This involved two videos, which challenged the normalisation of sexual violence, by placing men in similar situations to give them an idea of what women experience. The second phase involved posters to raise awareness of the sexual violence experienced by women and girls on public transport every day and seek to deter men from committing these forms of violence.

The videos have been viewed more than 10 million times on social networks reaching more than 108 million users on Twitter [2].