The "Love Shouldn't Hurt" program, spearheaded by the Ministry of Women, Children, and Social Services in partnership with Civil Society organizations like Population Solutions for Health and PSI, aims to empower both men and women in Zimbabwe with the knowledge, motivation, and urgency needed to eliminate violence in relationships and communities. The initiative focuses on: a. Creating a movement of individuals who reject violence. b. Increasing awareness of the negative effects of violence at both personal and community levels. c. Encouraging perpetrators and survivors to resolve conflicts in non-violent ways. d. Promoting non-violence as an attractive and masculine behavior.