The campaign, titled "Boys Do What Men Teach Them", takes a hard look at the realities around the normalisation of gender-based violence through men's perceived "innocent" and "victimless" 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's first encounter with a young boy objectifying her, while the other two show a young girl's first encounter with a catcall and a young boy's first encounter with a sexist and inappropriate joke.
"It's 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's our responsibility to teach the next generation of men how they should behave so that we can break the cycle of gender-based violence," said HelloFCB+ CCO Mike Barnwell.
#16DaysOfActivism takes place from 25 November to 10 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.
"This was a really exciting campaign for the City and one we are so proud of," added Director of Communication for the City of Cape Town, Priya Reddy.
"As a local government, we don't 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."
Client: City Of Cape Town
Client contacts: Priya Reddy, Vanessa Gagu
Creative Agency: HelloFCB+
Group Account Director: Genevieve Ferraris
Account Management: Lameez Lawrence, Kamo Masizane
Chief Creative Officer: Mike Barnwell
Creative Director: Dylan Davies
Art Director: Reuben Abrahams
Copywriter: Dylan Rohleder
Senior Producer HelloFCB+: Lauren Trevelyan
Production Company: Carbon Films
Director: Jason Fialkov
Executive Producer: Kirsten Clarence
Producer: Natalie Chapman
Post- production: Strangelove Studios
Editor: Emily Bussac
Grade: Nic Apostoli
Audio: WeLoveJam - Hannes Burger
Project Management: Jennifer Searle, Neal Tosefsky
Strategy: Robin Nixon, Dylan Visser