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HelloFCB+ Uses Kids to Tell the Reality of the Normalisation Around Gender-Based Violence

09/12/2019
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The agency, along with the City of Cape Town, explain how the actions of men filter into the world of young boys
The campaign, titled 鈥楤oys Do What Men Teach Them鈥, takes a hard look at the realities around the normalisation of gender-based violence through men鈥檚 perceived 鈥榠nnocent鈥 and 鈥榲ictimless鈥 actions (such as locker room talk, rape jokes, and the objectification of women) and by not speaking out against it when they see these things happen.
 
Three content pieces were created, each showing how the actions of men creep into the world of young boys, and the very real consequences. One video sees a young girl鈥檚 first encounter with a young boy objectifying her, while the other two show a young girl鈥檚 first encounter with a catcall and a young boy鈥檚 first encounter with a sexist and inappropriate joke.

鈥淚t鈥檚 these actions, and inactions, that young boys see happening on a daily bases and as a result, think that this is how a man should act. In reality, it鈥檚 our responsibility to teach the next generation of men how they should behave so that we can break the cycle of gender-based violence,鈥 said HelloFCB+ CCO Mike Barnwell.


#16DaysOfActivism takes place from 25th November to 10th December and is a time when South Africa stands together with women and children to send a clear message that gender-based violence is not welcome in this country.
 
鈥淭his was a really exciting campaign for the City and one we are so proud of,鈥 added director of communication for the City of Cape Town, Priya Reddy. As a local government, we don鈥檛 always allow ourselves to be as bold as we would like. But we have seen how much gender-based violence affects and matters to our residents and felt it was our duty to get involved in the conversation. And it was time to focus the conversation on men and how it is solely their behaviour that can either perpetuate or stop the cycle of GBV.鈥
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