The attitudes and behaviours of Armenian people towards the gender-based violence (GBV) are deeply rooted in their stereotypes on gender roles and violence. That is why the awariness raising becomes a central component in GBV prevention. It aims at spreading the knowledge and information about GBV and related issues among the Armenian women and men and young people.

The more people are aware of the threats and the consequences of GBV, the more the Armenian society will move towards zero-tolerance of violence. Meanwhile, general awareness of Armenian women and men on GBV is rather low and the issue itself is rarely brought up and discussed openly. ICHD and its ally-partners in Consortium combating against gender based-violence - AAWUE and Tatev-95, supported by the United Nations Population Fund Armenia (UNFPA/Armenia) have addressed this gap through raising awareness of women and men and young people by facilitating 80 one-day open discussions (Awareness raising meetings - ARMs).

Over 1650 high school and university students, educators, journalists, health professionals, young leaders, refugees, women and men in over sixty urban and rural communities around Armenia have at least somewhat changed their attitude as they gained knowledge on gender equality and GBV. In late January 2010, ICHD and partners have reviewed the results of the Awareness Raising Meetings (ARM Campaign), consolidated the lessons learned through the effort and agreed on further actions in this initiative.