A cool R1.3m has been earmarked for this year’s ‘What About the Boys’ programme.
This was revealed at the media launch held at the Markham shop, at Mall of Africa, recently.
The programme seeks to promote healthy concepts of masculinity and combating Gender-based Violence and Femicide (GBVF), countrywide, targeting youths’ and led by Primestars.
The insights gained from this assessment have shaped significant enhancements for the 2023 rollout. By addressing the root causes of GBVF and promoting continuous growth, the programme aims to reach an increasing number of high school boys throughout South Africa.
Since its inception in 2022 it has reached an impressive 15,000 boys, leading to positive shifts in attitudes and behaviours related to bullying, violence, and sexual harassment.
In partnership with Markham, it has pledged to campaign message of ‘Help! Don’t Harm!’ and #DoBetter to foster discussions around raising a nation of good men who stand against GBV.
To reach the R1.3m mark, Markham launched a new range ‘What About The Boys?’ T-shirts and Sweaters of which R50 of a T-shirt and sale of R100- Sweater sale will go towards expanding the programme.
“We must continue to empower our young people to be confident enough to navigate life’s challenges. Let their voices be amplified, let us have the wisdom to listen and address it. The youth are not just our future, they’re our present and their development lies in the strength and unity of our efforts today.
Empowerment is a powerful contributor to the holistic protection they need,” noted Nkosinathi Moshoana, executive Head: ‘What About the Boys?’ and COO at Primestars.
“Since our partnership with the programme, we’ve seen positive strides to conscientious boy-men to believe in themselves in standing against the eradication of GBV in their respective communities,” said says Brand Manager at Markham, Stella Bischoff, at the launch.
During the launch, both Nkosinathi and MD at Primestars Martin Sweet had to dash off for an appointment with the Deputy President, Paul Mashatile.
This follows the ‘Letter of Recognition’ on the programme from the first citizen of the country, Cyril Matamela Ramaphosa dated 02 September 2022.
All images Mdu Mphahlele (Nkosinathi Moshoana, executive Head: ‘What About the Boys?’ and COO at Primestars, making a pledge at the launch.)
