Titled 'Enough Is Enough', the initiative aims to encourage women to recognise their own physical and mental strength and build confidence.
Speaking to IANS at the official launch of the campaign, Shetty said: "It is high time that we women understand our worth and that it is very important to be confident in any kind of adversity.
"Generally, it has been seen that we get scared when we are harassed, even mentally. But I think this is the time for change. It is time we let women understand their strength. We have strength and we are aware of it, but we don't know how to use it."
The Celebrity Big Brother winner explained that the campaign incorporates a schools programme which aims to teach children respect for women.
"I think now it is important, especially in schools, that respect for women is inculcated in children. I think that is where the mindset will change," said the 37-year-old actress.
"Women cannot be looked at as just sex objects. I think that is where we kind of lack in this country."
The campaign to empower women was initiated by Shetty's husband Raj Kundra's Super Fight League, an organisation promoting martial arts.
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