Spain’s Ministry of Equality has launched the institutional campaign “Por huevos”, aimed at challenging stereotypes and encouraging more equal and responsible forms of masculinity.

The initiative was presented by Minister Ana Redondo and the Secretary of State for Equality and the Eradication of Violence against Women, María Guijarro, with actor Paco León as the main figure of the campaign.

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Ministry of Equality launches “Por huevos” campaign to promote new masculinities

Reframing language and masculinity

The slogan takes a colloquial expression traditionally linked to masculinity and redefines it with humour to deliver a message of change. The campaign primarily targets men, encouraging their involvement in family caregiving and in the fight against gender-based violence.

“Nearly 60% of caregiving still falls on women. They are the ones mainly looking after children and the elderly, and that had to be reflected in this campaign,” Redondo emphasised.

Concern over youth attitudes

The minister pointed to worrying data from the Youth in Spain Report 2024: support for feminism among young men dropped from 54% in 2019 to 41% in 2023, while support for gender equality fell from 70% to 50%. The same study shows that 23% of young men and one in eight young women deny the existence of gender violence.

Given this scenario, Redondo stressed the need for new male role models that are “freer, more equal and more responsible,” particularly for younger generations.

Breaking imposed hierarchies

María Guijarro added that such messages can be “liberating for men themselves.” “They were told from childhood to be strong, macho, to ‘have guts.’ But many men actually want to embrace different values, to be different kinds of men,” she explained.

Minister Redondo concluded with a firm message: “Without men, progress will not be possible; they must also be part of this process of social transformation driven by feminism.”