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Markham and The Foschini Group have joined forces with Primestars and the ‘What About The Boys? ‘ initiative. With a shared belief in the transformative power of education and mentorship, the vision is clear: to combat the scourge of gender-based violence (GBV) by challenging harmful stereotypes and redefining masculinity from a young age. The 'What About The Boys? national movement for change is committed to reshaping the narrative on masculinity
Let’s build a nation of good men and #DOBETTER
'What About The Boys?' Unveiled
This vital movement empowers boys by instilling essential principles such as…..
- Emotional Expression:
- We encourage boys to express their emotions openly and constructively. No longer should they be bound by the harmful notion that "boys don't cry."
- Equality Advocacy:
- Boys are nurtured to stand against bullying and inequality. They are empowered to confront these issues, fostering a culture of respect and empathy.
- Inclusivity and Acceptance:
- We champion inclusivity and encourage the acceptance of diverse backgrounds. Nurturing a culture of kindness and respect for all.
- Breaking Stereotypes:
- We confront and debunk perpetual toxic stereotypes. 'What About The Boys?' promotes individuality and authenticity.
To drive home these values, we host national screenings of an educational film that raises awareness around the issue of GBV. These screenings are targeted at Grade 8-12 learners across South Africa. The conversations around gender stereotypes and emotional development are crucial at this stage. After each screening, our ongoing mentorship dialogues challenge these stereotypes and equip boys with the tools to grow into responsible, empathetic young men. Each boy signs a #DoBetter pledge, a personal commitment to be part of the solution.
Primestars x Markham: A Pledge to Make a Difference
Our partnership with Markham is a significant step in addressing the pressing issue of GBV in South Africa. Participating boys become ambassadors for change in their communities, inspiring others to do the same. Key to combatting GBV is the importance of reaching deeper into communities to effect change at its core.
As a leading men's fashion retailer, Markham recognizes its unique connection to men throughout South Africa. They acknowledge their profound responsibility to use their reach to connect with a broader audience and leverage their brand's influence to combat GBV and redefine masculinity.
Join the Movement
The 'What About The Boys?' /Markham apparel is more than just a fashion statement—it's a call to action. Our goal is to raise R1.35 million in sales to contribute to expanding this noble cause and reach more young men. For every T-shirt sold, R50 will be donated to 'What About The Boys?', and for each sweatshirt, R100 will be contributed. By supporting us and wearing these garments, individuals not only express their dedication but also become ambassadors for change, contributing to a future free from violence.
Together, We Can Make a Difference
Shop the collection and be a part of the solution. For deeper insights into this transformative collaboration and its profound impact, read our blog here: view the blog.
