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Discussion of “reproductive rights” seems to always focus on the ladies. After all, we are the ones that get the brunt of that whole reproduction thing. But a new campaign from a national reproductive rights group asks the question, “What about the bros?”

“Bro-Choice” is a new project from the group Choice USA, a national organization that works with college students on reproductive rights issues. The program’s goal is “disrupting the dominant narrative that reproductive justice is a ‘women’s issue.'”

“There has been a lot of important conversation lately about rape culture, victim blaming, and masculinity, but it’s likely that many of the people who most need take part have not been brought into the dialogue,” says Andrew Jenkins, a field associate for Choice USA. “Bro-Choice is intended to reach those men who might recognize sexism and rape culture when they see it, even if they wouldn’t use those terms. We hope to turn them into vocal stakeholders in the fight against sexual assault.”