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It’s our movement to stop sexual and gender-based violence and to start driving positive change
As a purpose-led organisation, we strive to play a shaping role in society and serve as an active force for good in the communities that we operate in to help bring their possibilities to life. That’s why we launched the #StoptoStart movement as a commitment to be an active part of the solution in the fight against gender-based violence. The first step in this journey was our #STOP campaign, which drove awareness around the prevalence of gender-based violence in South Africa. The #STOP campaign was showcased in various Absa Premiership Woza Nazo fixtures. Now, to create a movement to drive position change, we’ve launched #StoptoStart.
Driving awareness
Violence of any kind is in sharp contrast to our organizational culture and values and we strongly condemn incidents of this nature. Sexual and gender-based violence (SGBV) robs people of their possibility. As a purpose-led organisation, we want to be part of the solution to change this behaviour. We need to keep the conversation going. We need to keep talking about the devastation of SGBV. That’s why we’re using our extensive brand platforms and networks such as the Absa Premiership and our other sponsorship properties to do this. #STOP
Getting involved
#STOP was the first step we took to drive awareness of SGBV issues and to get people to take notice. But just asking people to stop is not enough. What do you do once you have people’s attention? Once they’ve stopped? You create a movement, a call to action to start doing something positive. To be the change you want to see. To doing better, to being different. #STOP was an important first step for us. Now we say #StoptoStart.
Our HeforShe pledge
Internally, we’re enhancing current programmes aimed at supporting our colleagues and introducing platforms to raise awareness, facilitate dialogue and enable colleagues to take action. One such initiative is our participating in the United Nations’ HeForShe programme.
HeForShe creates awareness about the importance of gender equality and gives men a platform to stand in solidarity with women by signing a pledge not to engage in behaviours that are discriminatory or harmful to women.
