Association launches youth-focused campaign to raise awareness about gender-based violence

The Social Welfare Bureau (IAS) and the Women’s General Association of Macau on Thursday launched a citywide domestic violence prevention campaign that will, for the first time, focus on recruiting young people as outreach ambassadors while expanding support for victims and children who witness violence.

Organizers said the 2026 “Citywide Zero Violence” campaign would combine family mediation, parenting education, community outreach, victim support and protection for children exposed to domestic violence.

The campaign aims to promote early detection and intervention, improve public awareness and strengthen what officials described as a community safety net against family violence.

Ho Ka Ian, vice president and service director of the Women’s General Association of Macau, said the annual campaign has been jointly organized by the two bodies since 2015. She added that this year’s program will place greater emphasis on youth participation, including a “Zero Violence Promotion Ambassador” scheme that will provide training, social media outreach and community-based publicity.

The campaign seeks to build a social norm of “zero tolerance for domestic violence and goodwill in communication,” Ho said.

She said the association, which marks its 76th anniversary this year, has long worked on women’s and children’s rights.

Lei Lai Peng, director of the Department of Family and Community Services of IAS, said the campaign is held annually in connection with the International Day for the Elimination of Violence Against Women on Nov. 25. Lei said the initiative also supports gender equality, reduces gender stereotypes and encourages businesses, residents and community groups to take part.

Organizers said the program will also use the “6+1” district cooperation network to extend its reach across Macau, with organizers seeking to bring prevention messages to residents, employers and other community stakeholders.