“1, 2, 3 por el machismo” is the name of a new campaign initiated by the Jalisco state government that has the long-term aim of reducing domestic violence against women and promoting fairer and more equal relationships.
The initiative is “an interactive campaign that places the emphasis on putting the habits, traditions and attitudes behind gender-based violence at the center of the discussion,” says the website of the Secretaria de Igualdad Sustantiva entre Mujeres y Hombres (Substantive Equality between Women and Men or SISEMH), the agency behind the campaign.
The campaign seeks to make people more aware of what constitutes stereotypical machismo behavior, such as making demeaning or sexist comments towards women, conduct that is frequently regarded as normal in Mexico.
SISEMH says the project, that includes the dissemination of posters/stickers/ads with anti-machismo messages, “will encourage reflection and conversation,” adding that “gender-based violence is a social phenomenon that requires society as a whole—government, family, school, community, society and the media—to eradicate it.”
SISEMH was set up by the current state government in 2018 and calls itself “the mechanism for the advancement of women in Jalisco.” It is responsible for the “implementation of a state development policy with a gender perspective and a human rights approach.” The agency also offers legal and psychological guidance to abused women.
SISEMH is located at Francisco de Quevedo 169, Colonia Arcos Vallarta, Guadalajara, tel: 332-014-1267. Open Monday to Friday 9 a.m. to 5 p.m.