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 daily 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 is an international campaign to challenge violence against women and girls and takes place from 25 November (the International Day for the Elimination of Violence Against Women) To 10 December (Human Rights Day). It’s 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.”
-Notes for Editors-

My First Touch
The way men treat women, boys learn. Leave a legacy that shows him that gender-based violence is unacceptable by teaching him to speak up against it.

My First Joke
The jokes men tell, boys learn. Leave a legacy that shows him that gender-based violence is unacceptable by teaching him to speak up against it.

My First Catcall
How men talk to women, boys copy. Leave a legacy that shows him that gender-based violence is unacceptable by teaching him to speak up against it.

Credits
Client: City Of Cape Town
Campaign: 16 Days of Activism
Client contacts: Priya Reddy, Vanessa Gagu
Creative Agency: HelloFCB+
Account Management: Genevieve Ferraris, 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

Tags:
#16DaysOfActivism, City of Cape Town, HelloFCB+, 16 Days of Activism, FCB, Human Rights Day, Bullying, Gender-based violence, Violence Against Women, Advertising agency, South Africa