A campaign aimed at breaking the silence of abuse and addressing the root causes of gender-based violence (GBV) was launched by Western Cape Premier Alan Winde, Social Development MEC Sharna Fernandez and participants of the Famsa and Fatherhood Programme in Khayelitsha last week.
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The campaign is based on the story of a man who was exposed to violence and abuse throughout his life. Recognising he is about to repeat the cycle with his own family, he seeks help.
It will be showcased on multiple platforms, including radio, television and social media.
After viewing and listening to adverts linked to this idea, Khayelitsha participants shared how the story and characters resonated with them by reflecting on their own experiences.
Xolani Mcoyana, 48, told IOL that the video reflected society, emphasising that gender stereotypes must be destroyed.
“It is very important for us men to take a stand against GBV. The minute we look the other way the problem starts. I can already see a change, we have broken the stigma of not talking about our feelings.”
Famsa facilitator Chuma Mangxa said that in order to bring about change, men needed to address the root causes. “Boys are taught to not speak about their feelings, taught to be ‘strong’ and bottle up their emotions instead of being taught how to appropriately manage their anger,” said Mangxa. “Gender norms have to be challenged.”
Meanwhile, the premier said it was critical for men who have been exposed to violence or were victims themselves in their youth to seek help. “They should put their pride aside and speak to friends or relatives; they are not alone.”
“By opening up about their own trauma, they can end the cycle of abuse and start a cycle of healing. They can become positive role models for other generations of young boys. Speak up and speak out.”
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