Global evidence demonstrates that inequitable gender norms negatively influence key health outcomes (e.g., violence, HIV/STI), and the importance of male involvement in prevention efforts. The China Family Planning Association and PATH partnered to develop and evaluate a gender-focused behavior change communication intervention for HIV and violence prevention. Eight participatory education sessions-adapted for the Chinese setting-were implemented in factories and schools. Baseline and endline surveys with participants (219 male factory workers and 496 male vocational students) were conducted. Support for (in)equitable norms was measured by the Gender Equitable Men Scale, as well as partner violence and communication. Focus groups with male and female workers/students, teachers, and factory managers were used to corroborate findings. At baseline, many workers and students supported inequitable gender norms, with workers generally being more inequitable. At endline, significant positive changes in gender-related views (e.g., reduction from 42% to 18% of workers agreeing that "a woman should tolerate violence in order to keep her family together") and behaviors (e.g., reduction from 15% to 7% of students reporting partner violence over the past 3 months) were reported. Results suggest that a relatively low intensity intervention can influence important gender norms and related behaviors.