NEW YORK -- UN Women on Tuesday launched a new initiative -- HeForShe Arts Week -- across New York City to promote gender equality via arts.

The event, which is meant to commemorate the International Women's Day that falls on Tuesday, will run from March 8-15. During the campaign, partner institutions in New York City, including venues for operas, Broadway shows, concerts, as well as galleries and museums will highlight the issue of gender equality and women's rights.

UN Women Executive Director Phumzile Mlambo-Ngcuka said the initiative is using the extraordinary power of arts to address one of the world's most persistent injustices.

"Through arts, we can challenge norms peacefully yet provocatively; we can bring people together across the light of identity that might otherwise divide us," she said.

British movie star and UN Goodwill Ambassador Emma Watson, and First Lady of New York City Chirlane McCray joined the Arts Week launch event at the Public Theater of New York.

McCray said the government plays a central role in creating a city where every girl and woman feels safe and is treated fairly, but the government alone cannot end gender discrimination.

"With HeForShe, we are trying to build a global community with people from all walks of life and all genders to create a new norm -- societies of equality," said Watson, adding that more is needed to be done to help people feel the logic and value of gender equality and change the status quo.