In a country where women face very high levels of discrimination in social norms, they devote over five times longer than men do to unpaid care and domestic activities, compared to twice in countries with very low levels of discrimination. This is explained by both a decrease in women’s unpaid care work and an increase in men’s. Unfortunately, veiy little is known on how to challenge discriminatory social norms, although innovative programmes are proving that it is possible (see Box 8). Their main purpose is to raise awareness among men around issues of gender inequality and negative masculinities and advocate for working with men and boys to be considered a priority in gender polices and plans.