"We need men to join the conversation and while a majority want to help, they aren’t always sure where to start"

The initiative looks at a key barrier identified in research by Women’s Aid and Core: while many men want to help, they often don’t know how. 

The Ally Action List provides practical steps for men to support women, challenge harmful attitudes, and contribute to a zero-tolerance society for gender inequality and violence.  

Women’s Aid CEO, Sarah Benson, spoke of the urgency of the issue, pointing to rising femicide figures and the need for immediate action. 

Already in 2024, three women have lost their lives in violent circumstances. 

Benson said that while a majority of men want to be part of the solution, they often lack clear guidance on where to start:

“Violence and abuse against women, including femicide figures are going in the wrong direction and that needs to change as a matter of urgency. Already this year, three women have lost their lives in violent circumstances. Our research shows that we need men to join the conversation and while a majority want to help, they aren’t always sure where to start. Together with Allianz, we are launching the Ally Action List to provide clear, practical steps to invite men into the conversation in becoming effective allies. This isn’t about judgement or pointing fingers – it’s about specific, actionable ways for men to make a difference. 64% of men in Ireland agree that men should call out inappropriate jokes or comments about women, so the foundation is there for all of us to drive change.”

The Ally Action List is designed to remove that uncertainty, offering actionable steps without judgement. 

Research shows that 64% of men in Ireland agree they should call out inappropriate jokes or comments about women, showing that there is a strong foundation for change.  

The launch of this online resource comes at a critical time after recent studies revealed that over one in three women in Ireland have experienced psychological, physical, or sexual abuse from an intimate partner. 

Reports from An Garda Síochána show a 9% rise in domestic abuse cases in 2024, with a total of 65,114 incidents. 

The Ally Action List is structured around four key pillars: 

Actively reflect on your attitudes

• Think about the kind of man you want to be
• Reflect on your own actions
• Show strength by being open and real

Lean into positive norms

• Be open to conversations about masculinity
• Embrace and promote positive ideas about masculinity
• Speak up when you hear sexist comments
• Step in when you see something wrong

Listen to, learn from and support women

• Support women by standing with them
• You don’t have to fix everything
• Share care and household responsibilities equally in your relationship

You and your community, working together

• Be the role model you once had
• Get involved in the movement for change

The Dead Flower Shop

To further raise awareness, Allianz and Women’s Aid are introducing The Dead Flower Shop, a symbolic installation set to open for one day only on Valentine’s Day at 110 Grafton Street, Dublin 2. 

The initiative aims to use the romantic holiday as a moment of reflection, highlighting the devastating reality of femicide. 

The shop, appearing like a traditional florist from the outside, will house an exhibition of dead flowers representing women in Ireland who have been killed by their partners. 

Eight bouquets will symbolise specific victims, while a central arrangement of 274 dead roses will serve as a tribute to the 274 women killed in violent circumstances since 1996.  

Benson went on to explain that the timing of the installation is intentional, leveraging the day when many men are thinking about their partners to confront the ongoing crisis of violence against women. 

The campaign urges men to engage with the Ally Action List and take proactive steps toward meaningful change.  

Allianz CEO, Phillip Gronemeyer, said the company is committed to the cause, noting that after three years of partnership with Women’s Aid, the need for action has never been more pressing. 

With violence against women increasing and femicide cases dominating headlines, he said that true progress requires collective effort. 

The Ally Action List is available at www.womensaid.ie/men.

For anyone experiencing domestic abuse, Women’s Aid operates a 24-hour National Freephone Helpline at 1800 341 900.