Society should learn to condemn the use of rubber bullets the same way it condemns real bullets.

One strategy by protesters that have worked well against government using force during the protests in armenia last year, was constant exaggerated attention to the peaceful nature of the protest. Constantly reminding that no aggression, not even rude words should be directed to the police, denouncing anyone who would attempt to use aggression or even litter, retreating when police was trying to use force, and assembling in another place, made it very difficult for government to find an opening to start using force. Of course this strategy can't be used everywhere, but starting with it can help even if government and police are entirely antagonistic.