Anthony (six from left), Cruddas (seventh from left) and Loh-Koh pose with other members of Man.V.

PETALING JAYA: The White Ribbon Campaign, the largest effort in the world, of men working to end men's violence against women,was launched at 1 Utama New Wing here on Sunday.

The campaign, running globally from Nov 27 to Dec 11, is organised by the Men's Action Network Against Violence (Man.V) and All Women's Action Society Malaysia (Awam) with the support of Watsons Personal Care Stores Sdn Bhd.

Throughout the campaign, men across the world are encouraged and called on to wear a white ribbon, as a personal pledge never to commit, condone, or remain silent about violence against women.

Initiated in 1991 by a group of Canadians, the campaign now involves 47 countries.

Man.V, an affiliate of Awam, aims to encourage men to speak up about the issue and their experience of violence, leading these men to make a personal pledge to confront and eradicate this problem.

"Society should respect human rights and gender equality," said Man.V coordinator David Anthony.

"Men's violence against women continues because explicit or tacit permission is given to men by social customs, legal codes, and even by religious norms," explained Awam president Judith Loh-Koh.

"We recognise the importance of working with men to bring about change and realise that if men are part of the problem, they can also be part of the solution."

Meanwhile, Watsons Malaysia general manager Ian Cruddas, who launched the campaign by spray-painting a white ribbon on a poster, said: "I hope that men will stand by their mothers, wives, sisters and daughters and give them full support.

"I also hope that men and boys alike will help promote gender equality."