Even though there's proof that it makes men's lives better too, gender equality is still a long way off. So why aren't more men joining in, using their power to drive change? Why, in some areas, are we even going backwards?

Lori realised that the answer may lie in a famous anti-smoking advert from decades ago. In it, a beautiful blusher-brush lies in a dirty ashtray - because young women were more motivated to stop smoking by the fact that it dulls your skin, than they were by the knowledge that it kills you.

In No More Menemies Lori uses the skills she developed as a top strategist in the world of advertising and branding, to understand what might stop men feeling like the enemy in a gender war, and start motivating them to want to create change instead.

She sets out eight different issues to overcome, including the masculine superiority myth, how sex and power are intertwined, how men police each other's masculinity, and the damaging narratives about dads not being natural nurturers.

She shares what she's learned from many hours of conversation with all kinds of regular guys, along with some ideas that might help us overcome this 'menemies' mindset, and build a world that works better for all of us.

It's a practical book, full of hope, that shows how we can find the way forward together.