On 14 February 2017, celebrated as St Valentine’s Day in many contexts throughout the world and associated with lovers, a new campaign called ‘ACTÚA, Detén la violencia’, was launched in Bolivia. The campaign aims to tackle violence in young people’s relationships by encouraging individuals to take action in the presence of violence. A little over a year after the campaign launched, this article analyses the experience gained of using social media in the campaign, as a way of catalysing and encouraging change and questioning of gender inequality and the social norms that justify and perpetuate gender-based violence against women and girls. It shares research and experience from Oxfam and its partner organisations Colectivo Rebeldía and Coordinadora de la Mujer.
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