Cape Town - Western Cape Premier Alan Winde, Social Development MEC Sharna Fernandez and participants of the Famsa and Fatherhood Programme in Khayelitsha launched a campaign last week aimed at breaking the silence of abuse.
The campaign will address the root causes of gender-based violence (GBV).
It will be showcased on multiple platforms, including radio, television and social media, and 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.
After being exposed to radio and television adverts linked to this idea, Khayelitsha participants shared how the story and characters resonated with them by reflecting their own experiences.
Xolani Mcoyana, 48, said 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: “To bring about change, men need 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. Gender norms have to be challenged.”
Winde said: “It is 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.”
Fernandez said: “We know that generations of men have been socialised to not speak about and deal with their feelings, including abuse and trauma they may have experienced as children.
“During our discussion with the participants, it took courage for a lot of men to speak up and say that they had experienced abuse in their lives.”