New Zealand men are being told to take a stand against gender inequality as the UN Women's 'HeForShe' campaign is officially launched in Wellington.
Participants must pledge to speak up, support gender equality and take action against inequality wherever it exists.
Coordinator Sue Kedgley says Governor-General Sir Jerry Mateparae is leading the group involved in the campaign.
"It's a wide range of men and we're absolutely delighted that these men have been prepared to … commit to gender equality and speaking out in favour of it," says Ms Kedgley.
It's the first social media campaign of its kind by the UN.
According to its website, the key message of the campaign is to show that gender equality is not only a women's issue, but a human rights issue which liberates both men and women from prescribed social roles and gender stereotypes.