The recent increase in murders of women in particular has made us painfully aware of the existence and widespread spread of a traditional image of masculinity in Austria that is orientated towards assertion, competition and hierarchy. The DMÖ would like to counter this with the "Caring masculinity" campaign with a positive concept of masculinity. According to Klara Elliott, "caring masculinities" encompass male identity concepts that exclude dominance over women and other men. The focus on equality is at the core of this concept. Guided by the ideal of a "caring masculinity", men realise qualities of care, such as those described in feminist care ethics: Relatedness, interdependence and affectivity. Such a practice of masculinity has positive effects on women, children and men.
"Caring masculinities" is understood as a political concept that is essentially aimed at establishing or adapting structures and framework conditions and thus also provides suggestions for new forms of coexistence, a different organisation of paid and unpaid work and the appropriation of a different way of dealing with oneself and others.