No-one expected Shai, who is known for playing the role of the abusive husband on-screen, to continue his role off-screen. But, in a hard-hitting, one-minute Brothers For Life TV commercial, the former Bophelo Ke Semphego prominent actor reached out to abusers and urged them to change. Shai was announced as the ambassador of the campaign late last year, and during the ad, he said that he realised that he needed to change as change is possible for all abusers.

Shai’s confession raised eyebrows and has now turned the focus away from abused women and shifted it instead to the abusers. In the past, 'abuse awareness' campaigns only focused on the women and children who were abused. This campaign gives the abuser an opportunity to seek help. Roped in to play an exemplary role due to his prominence in the local TV industry, Shai’s confession has created a platform whereby men can now start talking about such issues. One minute on national television from a man who was brutally honest managed to reach millions of men across the country.

Sonke Gender Justice, which is also part of the group of founding members of the Brothers For Life campaign, has been trying to reach out to more male abusers out there by featuring on popular soapie, Generations through Dumisani Shabane’s (Dumisani Sizwe Mbebe) character. On the soapie, Dumisani plays an abusive boyfriend who is now finding help for his temper. The character has changed and has grown to accept his mistakes, and through the support system he finds in Sonke, he starts to work on his issues.

However, SAPS Constable, Tebogo Maumakwe, says that Dumisani in Generations is just a fictional character. “At the end of the day, we all know that Dumisani is just written on script, his life is not real, but with Shai it is a different story; the man was crying on national television and admitted to beating up his wife. It does not get more real than this; Shai’s confession has forced us men to take a step back and reassess ourselves,” said Maumakwe.

On the Brothers For Life website, a man only identified as 'Jimmy' wrote a letter about his personal experience, whereby he succumbed to the pressure of an abusive lifestyle. Jimmy says that men can change, they just need to rediscover themselves.

The Brothers For Life Campaign, which was launched in KwaMashu in Durban on 29 August 2010 by The South African National AIDS Council, the Department of Health, The US President's Emergency Plan for AIDS Relief, Johns Hopkins Health and Education in South Africa, and the UN System has given real people like Jimmy and Shai a platform to express their concerns and share their personal stories with men out there who need help.

Rev. Bafana Khumalo of Sonke says that the impetus for the campaign lies in inspiring men to assume responsibility and play a greater role in socially responsible behaviour and, along with it, the prevention of HIV/ AIDS. “Issues that will be addressed include the misuse of alcohol, the important role of men within the family, multiple and concurrent sexual partners,” said Khumalo.

According to the website, the Brothers For Life campaign is aimed at men and is designed to highlight and communicate male norms and behaviours that undermine the health and wellbeing of men and their families. Before the campaign was officially launched, it was visible throughout the country, with sports stars urging men to use condoms during the 2010 FIFA World Cup.

Soccer greats from Manchester United and FC Barcelona as well as local sporting heroes all took part in Brothers For Life campaign of ‘Yenza Kahle’ (do the right thing) which was aimed at promoting messages on the risks of alchohol, sex and HIV, and to promote correct and consistent condom usage. The campaign, which was aired on radio and television, was aimed at mobilising men to take up counselling and testing in support of President Jacob Zuma’s drive to get 16-million people tested for HIV and to promote awareness through advertising.

Using the media and prominent figures has opened a new door whereby men can now talk about such issues. Brothers For Life has taken a step towards curbing domestic violence by helping abusers and letting men to start talking about issues such as HIV/AIDS. Certainly a step in the right direction.

Do you think that the Brothers For Life campaign is effective? Has it made you think differently about abuse? Share you thoughts by commenting on our blog.