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Violence against women has negative health impacts on victims, especially the reproductive health of women and girls. While violece is considered immoral and unacceptable in Cambodian culture, gender norms remain heavily rooted in society.

Still, domestic violence is to be justifiable in Cambodian society. To eliminate the inequality between men and women in Cambodia and to change the perceptions on this subject. UNFPA, in partnership with the Ministry of Women's Affairs and Paz y Desarrollo (PyD) and other key donors initiated the Good Men Campaign to challenge gender norms through four major communications and media strategies.