For the promotion of a campaign the information, education and communication (IEC) material plays a crucial role. Gender issues are extremely sensitive and working on such issues meant careful selection of topics and being cautious with the words. A lot of material was available on gender related issues targeting women but there was none focusing men. Therefore, for the first time, WRCP thought of designing IEC material exclusively for men keeping in view the needs of our diverse audience that ranged from students to teachers, laborers to leading industrialists and government officials to ordinary men in our society.  Considering the sensitivity of the issue IEC production is a continuous process adapting and adopting according to the specific needs of our target population.

Another important part of this sensitization and mobilization project is awareness camps at various educational institutions, industrial areas and local communities in Lahore and Multan displaying and disseminating the IEC material.