Three content pieces were created for the campaign, each showing how the actions of men creep into the world of young boy and the the consequences of this.
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, [they] 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," says HelloFCB+ CCO Mike Barnwell.
'#16DaysOfActivism' takes place from Monday, 25 November to Tuesday, 10 December. The 16 days aim to be a time when South Africans can stand together to say that gender-based violence is not approved of.
"This was a really exciting campaign for the city and one we are so proud of," adds 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."
"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 gender-based violence," concludes Reddy.
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