COSMO Men Stand Up
2020 Finalist

COSMO Men Stand Up

Associated Media Publishing

Cape Town, South Africa

Category Best Public Relations or Community Service Campaign

Media associated with this campaign

Overview of this campaign

COSMOPOLITAN ENLISTS MALE CELEBS FOR 16 DAYS OF ACTIVISM

In support of HeForShe, a United Nations global solidarity movement for gender equality

For 16 Days of Activism, and to raise awareness around gender-based violence (GBV) in South Africa, COSMOPOLITAN invited eight male celebrities to take a pledge and stand up to everyday sexual harassment of women.

The campaign, sponsored by Nissan, featured local artists J’Something, Nasty C and Kyle Deutsch, Channel O presenter Tino Chinyani, The Voice SA Season 2 winner Craig Lucas, popular Expresso presenter Thabiso Makhubela, SA cricketer Kagiso Rabada and #NotInMyName activist Siya Jentile.

Female comedian Coconut Kelz played the resident creep in the magazine editorial shoot and campaign video, which invites men to walk in a woman’s shoes for a day to understand what it feels like to be catcalled and discriminated against. Earlier in 2019, in the wake of Uyinene Mrwetyana’s murder and the protest marches around the country, COSMO ran their #EnoughIsEnough survey and found that a staggering 89% of women say they have been sexually harassed by men. 

‘At COSMO, we recognise that gender-based violence is not a woman’s issue, it’s a human-rights issue. We need the men of South Africa to be our allies and stand with us in fighting gender-based violence. This campaign creates a platform for men and boys to engage and become change agents,’ said COSMO editor Holly Meadows.

‘We cannot overcome gender-based violence unless we work together,’ added Wonga Mesatywa, Executive Director, Corporate Affairs at Nissan South Africa. ‘That’s why we’re proud to stand behind COSMO as they tackle this important initiative, encouraging men to step up and speak out against it.’

#COSMOMenStandUp asked men and people of all genders to stand in solidarity with women to create a united force for gender equality. For every pledge or engagement of support, COSMO donated R1 to the HeForShe movement, which champions a systematic approach for a gender-equal and non-violent world.


Results for this campaign

Total hashtag reach #COSMOMenStandUp: 3 251 591

Total video views: 172 955

 

Print reach: 866 000 

 

The main Facebook video had an engagement rate of 33%. 

 

The main Instagram video had an engagement rate of 14%.

 

TOTAL CAMPAIGN REACH: 4 293 715

 

The importance of such campaigns in South Africa cannot be underestimated.


Contact

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