GBVF

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GBVF

#DontBeThatGuy: Changing the Conversation Around GBVF

Using social storytelling to confront silence and spark change.

We partnered with the Gender Based Violence Response Fund to drive awareness and reshape the national conversation around gender-based violence and femicide. The goal was not only to create visibility but to shift focus – away from victims and toward the perpetrators who commit these acts. Through the #DontBeThatGuy campaign, we aimed to humanise the statistics, inspire accountability and start a much-needed social dialogue across South Africa.

During the campaign, we created and managed content across Facebook, Instagram, Twitter and TikTok to reach diverse audiences and break through social fatigue. Using the language and visuals of everyday ads – from holiday promos to lifestyle campaigns – we encouraged organic discovery through Reels, hashtags and the For You page. By reframing the narrative from “the victim is” to “the perpetrator is,” we helped change how people talk about GBVF and made the conversation impossible to ignore.