Harmful gender norms and stereotypes are so ingrained in culture it often takes a personal experience, like having a daughter, to help men become more aware of problematic behaviours. A national survey conducted by White Ribbon confirmed this: 66% of men said that having a daughter did make them more concerned about the issues facing women in society. This insight is called “The First Daughter Effect.”
We used The First Daughter Effect to create a short film about toxic masculinity from the perspective of a father with a newborn daughter. “I Knew All Along” asks all men, whether they have a daughter or not, to examine and acknowledge their own problematic behaviours.
The campaign made it all the way to Question Period in Canadian Parliament and helped secure $600,000 in critical government funding for White Ribbon.
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