Benicio del Toro is encouraging people in his native Puerto Rico to love themselves and reject domestic violence.

The 44-year-old Oscar-winning actor, the official spokesperson of the “Aprendi a quererme” campaign, will give motivational messages along with the Christian pop rock group Sueño de Hormiga in the media, on Facebook and the campaign’s website.

“Who the heck said that to really love you have to put up with so many insults, shouting and humiliation. Get out of here … Learn to love yourself,” del Toro demands in one of the campaign’s television spots.

In addition to convincing people to love themselves, the campaign also hopes to teach people to avoid becoming victims of the pattern of mistreatment and for the aggressors to value their family and learn to keep their anger in check

Sueño de Hormiga’s Richie Dalmau added that the campaign is designed to get people to recognize that families need to instill positive values and family members need to treat each other with respect.

The campaign comes in response to the wave of violence on the island of Puerto Rico, where a record number of 1,136 murders were committed in 2011.