City of Cape Town: Boys Do What Men Teach Them by HelloFCB+

Agency: HelloFCB+
Date: Dec 2019
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A campaign for the City of Cape Town by advertising agency HelloFCB+ is addressing damaging gender-based attitudes that generally go un-challenged.

The campaign, titled 'Boys Do What Men Teach Them', takes a hard look at the realities around the normalisation of gender-based violence through men’s perceived “innocent” and “victimless” actions (such as locker room talk, rape jokes, and the objectification of women) and by not speaking out against it when they see these things happen.

Three content pieces were created, each showing how the actions of men creep into the world of young boys, and the very real consequences. One video sees a young girl’s first encounter with a young boy objectifying her, while the other two show a young girl’s first encounter with a catcall and a young boy’s first encounter with a sexist and inappropriate joke.

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Added 28 January 2020
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