With Gender Based Violence plaguing our country, The FIX is saying #enoughisenough!
According to the United Nations, South Africa is one of the most dangerous countries to live in if you’re a woman, due to the high incidence of femicide and intimate partner abuse. Shockingly, one woman loses her life every four hours in this country, with at least half of these deaths attributed to intimate partners.
This is five times higher than the global average. Additionally, instances of rape are alarmingly high – and it’s estimated that only one in 25 cases are reported to the police. Gender-based violence also takes a toll on the psychological well-being of not only the victims but their families and friends.
Much-loved fashion brand The FIX recently partnered with GBV experts to make talking about our lived experience less shameful and taboo, creating a safe space for victims and survivors to be heard and uplifted.
The retail trailblazer also organised a donation drive for sanitary pads and toiletries, which were accompanied by a monetary donation, to be handed over to the Saartjie Baartman Centre in Cape Town, which helps survivors of GBV.
We caught up with The FIX marketing manager Desiree Visagie to learn more about the campaign.
Q: WHY IS THE BRAND COMMITTED TO FIGHTING THIS CAUSE?
A: The FIX has been championing GBV since 2018. It is a cause we feel strongly about as it impacts not only our customers and our employees but so many in South Africa. So many cases go unreported, so we need to play our part and #DoWhatsRight through driving awareness, supporting, partnering and educating about GBV.
Q: DURING THE CONSULTATIONS WITH GBV EXPERTS, WHAT WERE THE MAIN THINGS YOU LEARNT?
A: We partnered with GBV activists from the Callas Foundation and NGOs IHearYouSA and Justice Desk. We spoke about misogyny and toxic masculinity, micro-aggressions, the financial disparity that women experience in their homes, with culture and patriarchy woven into it, making this scourge somewhat ‘normalised’. Our conversations highlighted how patriarchy is deeply entrenched in institutions, relationships, families and culture.
What stood out from the conversations was a topic on financial and economic abuse imposed on women and girls. One of SA’s Social Development Goals (SDGs) is to achieve gender equality, but without women having access to economic resources, there needs to be an honest realisation that it is never going to happen.
Our conversations also outlined the need for educational programmes for children to help undo harmful stereotypes about men and women, to teach young people gender-based morality, and to put an emphasis on collaborating with the government, civil society groups and the private sector to make these initiatives successful.
Q: TELL US ABOUT THE DONATION DRIVE FOR THE SAARTJIE BAARTMAN CENTRE AND WHAT THEY DO…
A: The FIX wanted to take further action so we mobilised a donation drive in May for sanitary pads and toiletries for the Saartjie Baartman Centre, an organisation that assists women and children who are survivors of GBV. It also upskills them to be able to earn an income when they leave the centre, and helps restore their dignity and self-confidence.
Furthermore, the centre is also located in a community challenged with gangsterism and high cases of GBV, so they need the resources and support to continue to assist and drive change in the communities where our customers live. These centres are so critical in our communities and have high operational costs to keep their doors open.
Q: DO YOU HAVE PLANS FOR FUTURE CAMPAIGNS?
A: We will continue to drive awareness, support and education around GBV. It is a pillar of our #DoWhatsRight purpose, and we intend to continue to partner with organisations, NGOs, influencers and customers to make this message loud and clear, provide sources of help and education and, hopefully, drive the change in behaviour that is so necessary. We encourage the public to support and share our initiatives, be aware of what’s happening around them and speak up. It’s the simple things that can drive big change.
Q: HOW WILL THE BRAND BE USING THE POWER OF FASHION TO COUNTER GBV?
A: #DenimDay originated from the common perception of a woman ‘enticing a man’ by what she wears. There is no excuse and never an invitation to rape. We want people to feel confident and not at risk in what they wear. Being a fashion retail business, we have the opportunity to further drive awareness and spread educational and inspirational messages through placement on our products such as tees, canvas bags, denims etc.
In addition, we’ve provided customers with the opportunity to add just R1 to their purchases to aid the fight against GBV. This donation and the profits from the sales from GBV-related products will be donated to Tears, another organisation doing work in this area. Through our store and social media platforms, we are blessed to have the opportunity to engage with millions of consumers and use these platforms and our voice as a brand with positive intent to drive change, awareness and education.
Q: WHAT MESSAGE DO YOU WANT TO SHARE WITH CLUBXERS?
A: Be a generation that helps drive change. Speak up, make your voices heard, help those in need and support the fight against GBV in our country. This is something that impacts our daily lives, at home, on campus, in nightclubs – and affects both girls and boys. There is still a stigma attached to it; so much fear about speaking up. Educate yourself, be aware, stand strong and take action!
DESIREE’S TOP TIPS
Here’s how you can join the fight for change:
- Educate yourself on the issue.
- Recognise the signs and speak up!
- Know where to find sources of help for yourself or another.
- Add the 24/7 GBV helpline to your Contacts: *134*7355. You never know when you or someone else will need it.
- Support organisations and NGOs through donations or volunteering.
IN THE NEWS
The FIX team joined TFG staff in a silent anti-rape protest on 24 April near the TFG headquarters. More than 100 people participated in this protest, which was held in observance of Global Denim Day – an initiative aimed at challenging harmful views that lead to sexual harassment, abuse and rape.
USEFUL HELPLINE NUMBERS:
EMERGENCY 112
RAPE 021 447 9762
ASSAULT 085 132 2322
DEPRESSION 0800 121 314
SUICIDE 0800 567 567
