Introduction
Gender-based violence and femicide (GBVF) is a pervasive and pressing issue in South
Africa, with devastating consequences for individuals, families, and communities. The
alarming rates of violence against women and girls necessitate a comprehensive and
inclusive approach to address this problem. This assignment presents a campaign, The
Purple Alliance: Breaking the Silence on GBVF, aimed at educating and empowering grade
10-12 male students to become agents of change in the fight against GBVF. The campaign
utilises a multi-channel approach, leveraging traditional media and social media to
promote a culture of respect, equality, and non-violence.
1.
Physical violence, which includes acts such as beating, burning, and kicking, often
resulting in physical harm or even death
Verbal violence, characterised by systematic verbal abuse that can lead to emotional and
psychological trauma
Psychological violence, which involves isolation, confinement, and threatening behaviour,
causing long-term mental health issues.
2.
To determine the level of awareness of broadcast media campaigns against GBV among
residents of Benin City
To identify radio programs that are being utilised to campaign against GBV
To assess the effectiveness of broadcast media campaigns in changing attitudes and
behaviours towards GBV
To identify factors that contribute to the effectiveness or ineffectiveness of broadcast
media campaigns against GBV.
The significance of this study lies in its potential to inform policymakers, broadcasters, and
activists on designing effective media campaigns to combat GBV, ultimately contributing to
the reduction of GBV prevalence.
3.
, Reach a large and diverse audience through popular platforms, such as radio and social
media
Provide informative content that can change attitudes and behaviours, promoting a culture
of respect and equality
Feature relatable stories and narratives that evoke empathy and encourage action among
listeners
Utilise credible sources and influencers to promote positive change and challenge societal
norms.
4.
Lack of awareness and understanding about GBV and its impact on individuals and
communities
Resource constraints, such as limited funding and airtime, which restrict the reach and
frequency of campaigns
Communication challenges, including language barriers and cultural sensitivities, that
hinder the effectiveness of messages
Societal attitudes and mindset issues that perpetuate GBV, requiring sustained efforts to
change deeply ingrained cultural norms
Operational and structural limitations, such as erratic power supply, that disrupt campaign
implementation.
5. In South Africa, media-broadcast campaigns can be an effective tool in combating GBV,
given the country's high media penetration and growing awareness of GBV issues. An
example is the #AmICheckedForYou campaign, launched by the South African government
and NGOs, which raises awareness about GBV and encourages men to take action against
GBV, promoting a culture of respect, equality, and non-violence.
6
Gender-based violence and femicide (GBVF) is a pervasive and pressing issue in South
Africa, with devastating consequences for individuals, families, and communities. The
alarming rates of violence against women and girls necessitate a comprehensive and
inclusive approach to address this problem. This assignment presents a campaign, The
Purple Alliance: Breaking the Silence on GBVF, aimed at educating and empowering grade
10-12 male students to become agents of change in the fight against GBVF. The campaign
utilises a multi-channel approach, leveraging traditional media and social media to
promote a culture of respect, equality, and non-violence.
1.
Physical violence, which includes acts such as beating, burning, and kicking, often
resulting in physical harm or even death
Verbal violence, characterised by systematic verbal abuse that can lead to emotional and
psychological trauma
Psychological violence, which involves isolation, confinement, and threatening behaviour,
causing long-term mental health issues.
2.
To determine the level of awareness of broadcast media campaigns against GBV among
residents of Benin City
To identify radio programs that are being utilised to campaign against GBV
To assess the effectiveness of broadcast media campaigns in changing attitudes and
behaviours towards GBV
To identify factors that contribute to the effectiveness or ineffectiveness of broadcast
media campaigns against GBV.
The significance of this study lies in its potential to inform policymakers, broadcasters, and
activists on designing effective media campaigns to combat GBV, ultimately contributing to
the reduction of GBV prevalence.
3.
, Reach a large and diverse audience through popular platforms, such as radio and social
media
Provide informative content that can change attitudes and behaviours, promoting a culture
of respect and equality
Feature relatable stories and narratives that evoke empathy and encourage action among
listeners
Utilise credible sources and influencers to promote positive change and challenge societal
norms.
4.
Lack of awareness and understanding about GBV and its impact on individuals and
communities
Resource constraints, such as limited funding and airtime, which restrict the reach and
frequency of campaigns
Communication challenges, including language barriers and cultural sensitivities, that
hinder the effectiveness of messages
Societal attitudes and mindset issues that perpetuate GBV, requiring sustained efforts to
change deeply ingrained cultural norms
Operational and structural limitations, such as erratic power supply, that disrupt campaign
implementation.
5. In South Africa, media-broadcast campaigns can be an effective tool in combating GBV,
given the country's high media penetration and growing awareness of GBV issues. An
example is the #AmICheckedForYou campaign, launched by the South African government
and NGOs, which raises awareness about GBV and encourages men to take action against
GBV, promoting a culture of respect, equality, and non-violence.
6
