Wake Up Brother

About Wake Up Brother

Wake Up Brother mobilizes men to actively advance gender equality and end men's violence against women. We address the harms caused by commercializing sex—such as prostitution and pornography—and highlight their links to domestic violence and human trafficking. We emphasize men’s accountability in stopping these destructive practices and the harm they cause. We advocate for abolishing prostitution and the sex industry, combating the normalization and endorsement of "sex work" language and ideology. We support the Swedish Model—also known as the Nordic Model or Equality Model—which criminalizes the purchase of sex while decriminalizing those being sold. By targeting the demand created by sex buyers, it has proven to be the most effective tool in combating sex trafficking and sexual exploitation. Its success lies in its normative impact—shifting cultural attitudes by making it clear that paying for sex is unacceptable, thereby significantly reducing men's willingness to purchase sex. Through awareness, education, and advocacy, we drive cultural and systemic change—promoting legislation that protects survivors, holds perpetrators accountable, and shifts society’s understanding of sexual exploitation. Driven by a vision of equality, we aim to create a society where men and boys are loving and respectful, women and girls are safe and treated with dignity, and relationships are rooted in empathy and healthy sexuality.

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