According to the duo, South Africa has some of the highest GBV statistics in the world, with 40% of women in the country reported to have been sexually or physically abused in their lifetime.
Additionally, 50% of women in South Africa have reported emotional and economic abuse at the hands of their partners. With such high numbers of abuse, the odds seem to be stacked up against our men as a nation of abusers, says the duo.
But the truth is, there are a great deal of South African men who actively seek ways to provide safer living environments for all women in the country. The '#CutTheStereotype' aims to enable men in society to serve as anti-GBV activists, according to the duo.
"This partnership with South Africa's iconic Legends Barbershop will not only fuel our drive in fighting the horrific acts of GBV but will also amplify women's voices, as well as getting support from the good men in our society who continue to serve as our protectors," says Mara Glennie, founder and director of Tears Foundation.
Launched on Friday, 12 February, the campaign will run through the month with the intention of spreading a different kind of love with all 30 Legends Barbershops offering free True Legends cuts.
The cut is a unique slashed teardrop shaved into the hair or beard, as a crest showing people that true legends protect women and stand against GBV.
"We are proud of our partnership with TEARS Foundation on this great campaign to mobilise our men and help foster safe communities for our women. A great opportunity for us as a country to unify our efforts in fighting GBV alongside a foundation that has been truly instrumental in helping sexual abuse victims," says Sheldon Tatchell, founder of Legends Barbershop.
Men are further encouraged to commit to being anti-GBV through an online pledge to help fight and break the silence. To make a pledge, click here
The creative campaign was created through the support MacCann1886. "Creativity is a force that can be used to impact society and make positive shifts. Through this campaign, we hope the men of South Africa will join us in making a real change," concludes Stuart Stobbs, chief creative officer at MacCann1886.
For more information, visit www.tears.co.za
. You can also follow The TEARS Foundation on Facebook
or on Twitter