The outbreak of the COVID-19 pandemic across the globe added to the challenges and pressure felt by men socially, physically as well as emotionally. The repercussions of the COVID-19 reality just increased factors that create ripples in men’s lives.

Men have been the first Recipient of the oppression of colonialism, which included hard labour and being separated from their families to look for opportunities to provide for their families. All these long standing expectations of men which keeps piling pressure in their lives without giving them time and space to process, is forcing them to try to prove themselves (which inadvertently result in them subconsciously asserting their masculinity ) thus leading them adopting wrong outlets of escapism and seeking relief in negative behaviours that result in societal ills. Some of the effects of this frustration include Gender Based Violence (GBV), mental health problems which sometimes lead to suicide and inability to take care of their own health. Globally, we have seen the media reporting on the acute rise of gender based violence cases, shocking divorce rate and heart-wrenching suicide cases.

But this downward trend could be contained. Given the opportunity, access to the right platform and tools men may have the power to rise and #changethegear to redirect their sense of negative masculinity and actions to be effective role models to our society. It is for this reason that we are looking at doing a program in a form of TV series (including our fitness and wellness app, abOVEnormal) and campaign to Promote Positive masculinity and encourage men to attend to their health during the Men’s Health Awareness week, (Men’s health week 13-19 June.

Men’s Health Week is celebrated each year as the week leading up to and including Father’s Day.

The purpose of Men’s Health Week is to heighten the awareness of preventable health problems and encourage early detection and treatment of disease among men and boys.

This is the time to bring awareness to health issues that affect men disproportionately and focuses on getting men to become aware of the problems they may have or could develop, and gain the courage to do something about it, to come up with healthy interventions and platform for men to express and feel good about themselves in order for them to build, impact and contribute meaningfully to the society.

We believe that the more awareness of the week becomes, the more men will feel like it’s OK to talk about their health challenges and not just push them aside and pretend they’re non-existent!

We can work together to build a healthier nation through preventative measures.
“An ounce of prevention is worth a pound of cure,” to borrow from Benjamin Frankli.

For co-branding partnerships, please contact Nxalati Hlongwane at +27 72 516 2675 or email