The Western Cape Government and FCB Africa have announced the launch of its new campaign 'Help for Men'. The campaign aims to encourage men to take responsibility for ending gender-based violence (GBV), to break the cycle of abuse and provide counselling for men to help them deal with their trauma and take responsibility for ending the cycle.
The Western Cape Government says that it has added its voice to the call for men to play a part in addressing the problem of gender-based violence. Its newly launched GBV awareness campaign encourages abused men to contact the national GBV Command Centre for help.
Research showed that most men who were abusers had, in fact, been victims of abuse themselves. This insight inspired the campaign's message.
The campaign, produced in collaboration with Cape Town advertising agency FCB, includes the following elements:
The 60-second video depicts a small boy who witnesses his abusive father's behaviour towards his mother and then endures the same abuse. As the boy grows up, he finds that trauma and learned behaviours begin to manifest in his adult life.
Realising that he is repeating the pattern of abuse, he calls the 'Help for men' Command Centre, which channels support to the men via various resources.
This helpline provides counselling for boys and men to deal with their pain, trauma and the abuse they have received in their lifetime, to help them take responsibility and end the cycle of abuse.
Produced by Romance Films' director Greg Gray, and executive producer Helena Woodfine, the video reinforces the campaign's message: "Men who have been abused are far more likely to become abusive. Stop the cycle. It can end with you."
Premier Alan Winde says, "It is critical for men who have been exposed to violence or were victims themselves in their youth to seek help. Do not be afraid. Put your pride to one side. Speak to a relative or a friend. Seek professional help by accessing services offered by our Department of Social Development."
Winde adds, "You are not alone. Speak up and speak out. By opening up about their own trauma, they can end the cycle of abuse, start a cycle of healing and become positive role models for other generations of young boys."
Western Cape minister of social development Sharna Fernandez says, "To make a difference, it is necessary to address the many root causes of GBV, which include intergenerational abuse and sustained exposure to violence. This spans race, income bracket and geographic location."
Advertising agency FCB's executive creative director Jacquie Mullany concludes, "The campaign aims at helping abused men to reach out for support and help so that they can avoid perpetrating violence against women and children themselves."
Counselling services can also be accessed by visiting individuals nearest DSD office, or by contacting one of the groups funded NPO partners.
Services can also be accessed by calling the Gender-Based Violence Command Centre on 0800 428 428.
For more information, visit
www.westerncape.gov.za. You can also follow the Western Cape Government on
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