In Armenia, a ground-breaking initiative is reshaping how young men view masculinity – and its impact extends far beyond shifting perceptions. The Joint Positive Masculinity Project by UNESCO and UNAIDS has not only challenged harmful perceptions and behaviours but also catalyzed a movement toward improved health, gender equality, and human rights for all.
A Digital Movement for Positive Masculinity
Targeting young men aged 16-25, the project reached over 840,000 impressions on difference social media communities. Through articles, comics, and partnerships with influencers like Rafik Hambardzumyan and Levon Hovhannisyan, the campaign resonated with its audience, fostering an understanding of masculinity cantered on emotional intelligence, empathy, and non-violence.
A pivotal part of the project was an on-line test that assessed prevailing understanding of masculinity among young Armenian men. While many still associated masculinity with traits like physical strength and financial stability, 85% of participants rejected the idea that masculinity should involve aggression or superiority over women. This shift emphasized values such as family commitment, care for others, and emotional resilience.
As one participant shared, “I learned that the toxic manifestations aren’t inherent to masculinity; they have been formed during the time and stuck in a certain period without further development. But we can always change them for the better.”
Focus group discussions with young men from various Armenian regions revealed significant insights. Urban participants tended to embrace current views, while rural counterparts leaned toward conventional norms. Sensitive issues like domestic violence evoked diverse responses, highlighting the influence of regional and cultural dynamics on young men’s perspectives.
Shifting Norms for Healthier Communities
The masculinity test gathered insights from 1,946 respondents, showing a notable generational shift. Younger participants (16–19 years old) often held more stereotypical views, while respondents aged 20–25 expressed views that indicated a better understanding of gender equality. Family was cited by 73% of respondents as the main factor influencing the understanding of masculinity and the formation of relevant behaviour patterns. Factors like bullying and misinformation were identified as key ones to form aggressive masculinity.
One young man reflected, “Yes, society pressures men into conforming to certain expectations, but with high self-esteem, I think I can handle it better now.” The impact of unhealthy family dynamics and bullying emerged as top concerns, with 76.5% of respondents linking harmful environments to negative masculinity development.
Through the campaign’s digital platform, young men engaged in open discussions on healthy masculinity. This dialogue fostered respect, empathy, and formation of community, encouraging young men to seek mental health support, adopt healthier lifestyles, and reduce substance use. “I understood that unlearning the toxic traits doesn’t make me less of a man despite the fact that even a slight change in one’s masculinity is perceived as femininity by the society [thus regarded worse],” shared another participant.
This shift contributes not only to individual well-being but also to the overall health of communities, addressing issues like stress, depression, and aggression.
Toward Equality and Human Rights
Promoting positive masculinity plays a crucial role in reducing gender-based violence. By fostering respect, empathy, and non-violence, the project encourages men to reject harmful stereotypes and form safer, healthier relationships. As young men redefine their roles to include collaboration and care, both men and women can pursue personal and professional goals more freely. This reshaping of relations promotes greater gender equality in workplaces, homes, and communities.
At its core, this movement advocates for human rights, championing respect and inclusion for all individuals. By challenging harmful attitudes and behaviours and affirming every individual’s right to live free from discrimination, harassment, or violence, the project lays the foundation for a more respectful, inclusive society.
On November 14, 2024, the concluding event of the UNESCO and UNAIDS Joint Positive Masculinity Project took place. Overall, 65+ persons participated in the event, including our partners from the Women’s Resource Center, World Vision Armenia, Uniting Bridge SNGO, and various media representatives. Notably, Françoise Jacob, the UN Resident Coordinator in Armenia, participated in the event along with the UNAIDS Regional Policy and Equality Officer in Eastern Europe and Central Asia, Elena Kiryushina, UNESCO IITE Youth Digital Projects Coordinator Ekaterina Samolygo, and representatives from UNFPA and WFP. Several influencers—Hovhannes Ghazaryan, Hayk Darbinyan, Grig dad-influencer, and Arsen Nersisyan—attended the event, covering it on their social media pages.
“UNESCO is committed to gender equality as a human rights issue and a precondition for sustainable people-centred development. Therefore, we support initiatives that strive to transform unhealthy beliefs, attitudes, and behavioural patterns and ensure gender equality,” said Ekaterina Samolygo, UNESCO IITE Project Coordinator, at the project press event organized in Yerevan upon completion of the project.
