The ideology ‘Strong Men are Gentlemen’ is based on the notion – and its subsequent dispelling – that masculine prowess lies in violent demonstration of one’s physical strength. What White Ribbon aims to promote is the idea that masculinity is antithetical to physical force against women. Rather than oppressing those who are physically weaker, it lies in respect for others’ rights. White Ribbon uses non-traditional 3 communication tools to promote the ideology of “Strong Men are Gentlemen” through power sports events like Boxing, Arm Wrestling and Kabaddi, where winning depends almost entirely on one’s physical strength. As a result, a commitment has been attained from the participants and spectators “not to use power to abuse women”.