Every Valentine’s Day, Kenya’s ‘Men’s Conference’ meme goes viral: an online joke about men ‘attending’ an imaginary gathering to dodge romantic responsibilities. Beneath the humour lies a serious issue: a cultural attitude and toxic behaviours that can escalate to dangerous levels. With national femicide rates at record highs and men largely silent on the issue, men needed to confront, not avoid, accountability.

We launched a campaign powered entirely by male creators, culminating in a real-life ‘Men’s Conference’. The results? Men got involved. 74% of the population engaged. 270+ creators from gospel artists, comedians to Gen Z voices became advocates, urging men to speak out against violence toward women. With 42.4m reach across Kenya the conversation spread to national radio, front pages, and even prime-time TV – twice. The campaign helped transform attitudes and behaviours, and a meme about avoidance into a movement for cultural change.