As Africa’s leading sports and fitness brand, abOVEnormal is stepping up to combat Gender-Based Violence (GBV) with a unique perspective during the 16 days of activism against violence on women and children. Our approach goes beyond traditional discussions, addressing overlooked forms of violence such as othering, exclusion, body shaming, stereotyping, bullying, and imposter syndrome.
The campaign features diverse women of all ages, sizes, shapes, and appearances who will collectively share their experiences and engage in various initiatives and activities to mark the international dates observed during the 16 days of activism against violence on women and children. This year’s theme encapsulates breaking free from the confinement of normalcy to embrace our true selves without shame, as #differenceisnotconflict.
Activities for the 16 days of activism campaign include a powerful swimwear and sports gear photoshoot, showcasing women celebrating their bodies and rising above daily violence. The content and images from the shoot will be shared across different platforms throughout the 16 days, offering healing and hope to those affected by violence.
Adding a personal development element, participants will join the abOVEnormal Healthy Self-Image Fitness Program, a holistic fitness initiative fostering a healthy relationship with oneself (body, mind, and soul). The program is open to everyone, even those not participating in the photoshoot. The shoot will take place at the Constitution Hill (ConHill), a valued partner in the campaign.
A special radio programme dedicated to the 16 days of activism, in collaboration with Woman Radio and hosted by Masingita Masunga, will further amplify the campaign’s message.
To address the challenges of bullying and body shaming affecting the mental health of young people, a Youth Wellness Day will be held on November 25th at ConHill, coinciding with the launch of the 16 days of activism. Additionally, Men’s Health Day on November 26th in Sunninghill will raise awareness about men’s health, an often overlooked aspect intersecting with and impacting GBV.
Detoxifying GBV through social cohesion dialogue on December 10th at ConHill will be broadcast live. As the 16 days of activism culminate on the anniversary of the South African constitution, the campaign concludes with a focus on promoting social cohesion, echoing the constitution’s affirmation that Every BODY Matters.