When "Jake the Muss" shouted at his wife "Cook the man some f***** eggs", cinema-goers cringed.
Jake Heke might have been a character out of a movie but for many, especially women, the words bore more fact than fiction.
In Rotorua tomorrow, more than 50 motorcyclists and a large number of the public, will attend the national launch of the White Ribbon Ride in Rotorua.
The event, at the Village Green, is part of a nationwide promotion to stop violence toward women.
Recent figures showed the Bay of Plenty as having one of the highest rates of domestic violence in the country.
Motorcyclists will gather an hour beforehand at the Taheke Marae, near Okere Falls, to ride en masse into Rotorua for the three-hour meeting.
Co-ordinator Heather Pearson, of Rotorua Safer Families, said a number of guest speakers and performers will be at the launch, including Rotorua mayor Steve Chadwick, who will launch the campaign, Maori Party leader Te Ururoa Flavell and Labour MP Phil Twyford.
White Ribbon founder Phil Paikea, Aaron Morrison, and Inspector Ed Van Den Broek, both of Rotorua, will also speak.
Two parents from families directly affected by violence towards women will also share their experiences.
After the launch, motorcyclists supporting the campaign will set off to visit towns and settlements in the North Island.
Men can take The Pledge online by visiting www.whiteribbon.co.nz and find the resources and help change behaviour and attitudes towards violence against women.
Details
What: White Ribbon Ride launch.
Why: To stop violence against women.
When: Tomorrow 9am-12pm.
Where: Village Green (motorcyclists to meet 8am Taheke Marae, Okere Falls).