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Webinar: Positive Masculinity and Gender-Based Violence Prevention: Global Context and Findings from Armenia Speaker: Professor Maria Lohan, UNESCO Chair in Gender Equality, Queen’s University Belfast The persistence of harmful gender stereotypes and toxic masculinity is a significant global concern, contributing to various forms of gender-based violence and reinforcing unequal gender dynamics. The United Nations, UNESCO and UNAIDS have long recognized the importance of engaging men and boys in promoting gender equality. Through initiatives like the Joint Positive Masculinity Project, recently implemented in Armenia, these organizations aim to foster positive gender roles, encourage non-violent behaviour, and reduce harmful stereotypes worldwide. To effectively address these challenges, engaging young men and boys in reshaping societal norms is essential. Under the UNESCO and UNAIDS Joint Positive Masculinity Project, a comprehensive social media campaign was launched in Armenia to engage young men aged 16-25 in a critical dialogue around masculinity, gender equality, and non-violence. This campaign was informed by a study of young men’s understanding of masculinity and aimed to challenge harmful masculinity stereotypes and promote positive behaviours by offering culturally relevant, interactive digital resources.