The research analyses the ways in which hyper-masculine value systems championing gender hierarchies- based on men’s control of women’s bodies, mobility, and life choices- is transferred from the social to the digital sphere. The study employs complex data mining on issues pertaining to women’s empowerment in Pakistan and primary data collection from parliamentarians, civil society representatives, digital rights activists, and social media influencers to trace the ways in which toxic masculinity is reasserting and being challenged in social and digital spaces in Pakistan. The research was used to inform a social media campaign to counter hypermasculine behaviours and value systems through alternative messaging and sensitization during the 16 days of activism in November-December last year.