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The Challenge

In South Africa, sometimes known as the ‘destination of femicide’, more than 2,700 women have been murdered as result of gender-based violence (GBV) since 2000. Although grassroots organisations have persistently campaigned to end GBV, many women in South Africa continue to suffer abuse. Now, South Africa’s GBV problem is worsening, as lockdown measures have trapped women inside with their abusers.

POWA is a women’s rights organisation that provides both services, and engages in advocacy in order to ensure the realisation of women’s rights and thereby improve women’s quality of life. POWA’s uniqueness as an organisation is in providing both services to survivors and engaging in advocacy using a feminist and intersectional analysis. Our work is rooted in the belief that change can only be said to be effective when women’s lives are directly improved through our interventions.

The Solution

Gender Based Violence in South Africa has reached a level where fear, physical and emotional abuse, intimidation and rape is the life of many women.

We sought to conduct a Pro bono, proactive creative deliverables for the POWA brand that brought the issue of GBV to the fore. These executions needed to relay a strong, hard hitting message supported by visual imagery that audiences could relate to.

Creative deliverables included:

  • On-line videos
  • Radio
  • Social Media

The Communication Narrative

  • The brutal killing of Tshegofatso Pule was another low point for the Nation, this happened in the middle of the Black Lives Matter movement.
    • The common social media for protesting against injustice being posting a black box.
    • We thought the muted nature of this action needed a voice and our creative idea gave this box a voice.
    • We partnered with POWA to execute this protest piece both in English and IsiXhosa.
  • Bringing an understanding to the fact that the perpetrators who abuse and kill women are not always strangers.
  • Understanding of the fact that this is a nation in crisis and how most cases go unreported out of fear – and we sought to bring bravery through our messages for those going through or are affected by GBV ills.
  • Emotive story telling through the voice of a victim.