VIOLENCE AGAINST WOMEN PROGRAMME REACHES NEW HEIGHTS FOR 16 DAYS OF ACTIVISM

In an unprecedented awareness programme, the Kwazulu-Natal Network on Violence Against Women launched a multi-storey billboard in Durban’s CBD to mark 16 Days of Activism Against Violence Against Women. The billboard is designed to draw attention to and stir debate around commonly-held social norms – or attitudes and beliefs – that keep violence against women alive in the province.

The free-standing billboard is 25-metres high and 20-metres wide. It is the first of its type ever to be erected in Durban and can be seen at Gugu Dlamini Park at The Workshop. Situated in a highly visible, highly trafficked area, it features a woman’s face progressively reflecting the harm that is done when social norms around abuse are not challenged. Research with the Kwazulu-Natal Network into the root causes of violence against women has shown that many men and women believe the following:

• That it is okay to beat or be beaten by your partner because it is a sign of love.
• A man should have sex whenever he wants it.
• A woman who is seen or heard to be beaten by her partner must have done something to deserve it.
• Friends and family members should not do anything about a man who is known to be violent to his partner.
• Women entice men and that is why they are raped.
• It is accepted that leaders in our communities remain silent about physical and sexual violence against women.

By focusing on the deep-rooted attitudes and beliefs held by men and women in South Africa the Network, supported by Project Concern International and funded by USAID and PEPFAR, is addressing the issue of violence against women through a focus on prevention. Having recently launched a four-year, multi-million dollar social mobilisation programme, the Network hopes to ultimately reframe many of the commonly held attitudes and beliefs driving violence against women.

 “In order to reduce violence against women, current attitudes and beliefs need to be questioned, challenged and ultimately changed,” says Cookie Edwards, director of the Kwazulu-Natal Network on Violence Against Women.

“We need to encourage individuals to take responsibility and question their role in feeding the cycle of abuse.”

The gigantic billboard served as focal point for 16 Days of Activism and as a platform for Network initiatives and activities reached out to members of the public. Mobile billboards, with the same dynamic material, took the message to outlying areas of Durban.