Johannesburg: Minister in the Presidency for Women, Youth and Persons with Disabilities, Dr Sindisiwe Chikunga, has called on South Africa's media, film, advertising, and entertainment sectors to use their immense influence to help shift the country's cultural norms and accelerate the fight against gender-based violence and femicide (GBVF). The Minister was delivering the keynote address at the national 2025 launch of the 16 Days of Activism for No Violence against Women and Children campaign at Gallagher Convention Centre on Tuesday.
According to South African Government News Agency, the Minister emphasized the crucial role of media in changing societal narratives. 'Whether through drama, current affairs or advertising, this sector has the influence to flip the script: to end a culture that normalises violence, and replace it with one that normalises dignity, consent, care and accountability,' Chikunga said. She stressed that the 16 Days period must drive accountability, urgency, and collective action, beyond being an annual symbol.
The campaign, themed 'Letsema: Men, Women, Boys and Girls Working Together to End GBVF', underscores the role of arts, film, and media in violence prevention. Chikunga highlighted the G20 Leaders' Declaration in Johannesburg, which reaffirmed a global commitment to ending violence against women and girls.
Drawing on research including the HSRC-led GBVF Prevalence Study, Chikunga presented alarming statistics: 33.1% of women and girls have experienced physical violence, and 27% have faced physical or sexual violence by a non-partner since age 15. She noted that harmful media portrayals silently reinforce norms that endanger women and girls.
The Minister launched the Five-Year Review of the National Strategic Plan (NSP) on GBVF, detailing progress in legislation, justice-system reforms, and coordination across departments and civil society. South Africa now has 66 Thuthuzela Care Centres, over 1,100 victim-friendly rooms, and 1,200+ dedicated GBVF desks in SAPS, among other initiatives. However, Chikunga cautioned that efforts need to be scaled up to address the national crisis adequately.
Chikunga issued a direct challenge to South Africa's media, film, and advertising leaders to harness their platforms to shift social norms. She called for an industry-wide GBVF Portrayal and Editorial Code, stricter content regulations, and safe workplaces. Highlighting the power of storytelling, she said, 'A single storyline often shifts public opinion faster than policy.'
Concluding her address, Chikunga appealed to society, including faith leaders, teachers, men, boys, and parents, to model dignity and accountability. She honored survivors, emphasizing that the government's success would be measured by their path to justice being shorter, kinder, and fully supported. The Minister declared the 2025 16 Days of Activism campaign open and launched the five-year review of the National Strategic Plan on GBVF.