DOWNLOAD THE POSTERserious health consequences for women, their families and communities (1). WHO (2013) estimates that violence against women affects approximately one third of the women globally. Although both men and women can be perpetrators of intimate partner violence, women constitute the overwhelming majority of victims (1). Locally, within the Eastern Metropolitan Region (EMR) of Melbourne there has been a steady increase in the number of reported family violence incidents (2). Out of seven local government areas in the EMR, Yarra Ranges had the third highest number of family violence incidents reported to the police during 2011/2012 (3). Underlying factors in the perpetration of violence against women relate to the unequal distribution of power and resources between men and women, and adherence to rigid or narrow gender roles and stereotypes (1; 4). Addressing these underlying causes is a proven method to prevent violence against women (4). In line with this primary prevention approach, the YOU&I initiative is a social marketing campaign which tackles rigid gender roles and stereotypes through the promotion of gender equality and respectful relationships with young people.