Premier Alan Winde, who spearheaded the campaign, says, "We launched this campaign because it's time for all men to take responsibility in the fight against GBV."

"So often, campaigns target women, addressing victims on how they can get help. This is an important and valuable message, which we will continue to communicate, but it's time that we put a stop to GBV before it starts. The reality is that it usually starts with men," adds Winde.

"Through this campaign, we are seeking to make those first utterances — the catcall, the offensive comment — no longer accepted by other men, and we are calling on them to call it out. We believe strongly that if we all play our part, speaking with one voice, we can end GBV," Winde says.

The 'Men's Silence Allows Men's Violence' campaign tells the stories of men who witness abuse, harassment and violence but stayed silent. The call to action asks Western Cape men to speak up and do something by calling other men out or reporting GBV to the Gender-Based Violence Command Centre on 0800 428 428.

"The purpose of the campaign is to show men that when they stay silent after witnessing other men committing these 'smaller' and seemingly insignificant instances of GBV, they're actually condoning it and allowing it to continue and get worse," says Mike Barnwell, chief creative officer at HelloFCB+.

The campaign has been rolled out across the Western Cape to:
  • taxis
  • malls
  • billboards 
  • social media, and
  • radio.
The initiative covers many aspects of GBV and violence. In each execution, a different man witnesses an act of GBV, some more obvious than others. Each quote depicted the different types of abuse that they witnessed, calling each one out. The campaign also works to educate the public on different forms of GBV — both at home and in the workplace — as well as how to be an ally in ending it.

Associate creative director for HelloFCB+ Dylan Rohleder says, "When a guy sends something lewd and offensive to your men-only WhatsApp group, ignoring doesn't make you just an innocent bystander."

"Saying nothing is no longer good enough; we must educate men on the many ways that GBV can and does manifest itself in society, both at home or at work, and get them to start questioning if what they're seeing, or doing, is GBV and taking action to stop it if it is," concludes Rohleder.

The Gender-Based Violence Command Centre helpline is there to help survivors get to safety. It offers those who witness GBV a tool to get help.

By calling 0800 428 428, which is extensively advertised through the campaign, you are immediately put into contact with a social worker who will direct your call to SAPS or a field social worker and help you in whatever way they can. 

For more information, visit www.hellofcb.com. You can also follow HelloFCB+ on Facebook, Twitter or on Instagram.