A new campaign in South Africa is empowering young men to challenge online misogyny and redefine masculinity in the digital age, making strides towards dignity and respect in all digital spaces.
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A new initiative launched in South Africa aims to tackle the alarming surge of online misogyny and technology-facilitated gender-based violence (tfGBV) that has increasingly plagued social media platforms. The Build or Break campaign, part of UNESCO’s Social Media 4 Peace (SM4P) initiative, calls on young men to reconsider their definitions of success, respect, and legacy in the digital era.
Under the powerful theme “Reclaiming Digital Spaces: Safety. Dignity. Equality”, the campaign directly addresses the toxic culture of online abuse by focusing on the attitudes and behaviours that underpin it. With the rising tide of harassment, threats, and gender-based violence targeting women and girls online, this initiative represents a proactive step toward fostering an environment of mutual respect and dignity.
“We are not merely raising awareness about the issue but delving into the root causes of this destructive behaviour,” said a campaign representative. The Build or Break initiative seeks to prevent abuse by engaging directly with young men who may be inclined to perpetrate it. Rather than condemning or shaming, the campaign offers an aspirational message: that true strength lies in respect and dignity, while violence and abuse signify failures of character.
The influence of the so-called “manosphere”, highlighted in Louis Theroux’s recent documentary, has drawn attention to how young men are often exposed to harmful ideas regarding masculinity and relationships. The Build or Break campaign seeks to overturn these narratives, promoting an authentic vision of masculinity grounded in integrity and positive engagement.
Central to this campaign is a dynamic music project designed to resonate with young audiences. Collaborating with emerging artist Xtreem Makhayeni, a rapper from Orange Farm, the campaign has produced an original track and music video aimed at sparking conversation and reflection among young men. “Build or Break,” Makhayeni states, “was inspired by real moments where online hate went too far. Seeing that made this song personal. It’s about choosing to build, not break.”
The music video, which premiered on April 2, is complemented by a robust online campaign that harnesses the power of social media. Followers can engage with content designed to drive them to a dedicated landing page on HeCareZA, a digital peer-support platform that aims to help men cultivate healthier relationships and reform harmful behaviours.
As the campaign unfolds, it not only aims to inspire reflection and dialogue but also provides practical support resources for those looking to make a change. By marrying impactful cultural storytelling with actionable resources, the Build or Break initiative works towards empowering young men to contribute to a safer digital landscape for everyone.
Ultimately, the movement encourages its participants to promote dignity, equality, and respect, creating a ripple effect that extends beyond the digital realm and into the communities they inhabit. With the aim of transforming attitudes and behaviours, the Build or Break campaign is a crucial step forward in the battle against online abuse — one that redefines what it means to be a man in today’s society.
For more information and support resources, visit: www.hecareza.co.za