Most anti-rape campaigns put the onus of preventing rape from happening on the victim. They encourage them to speak out and report their offenders, rather than urge men to stop raping women.
So, with this in mind, Brothers For Life tasked Joe Public with creating a TV commercial titled, It’s Not Your Choice, which puts the responsibility of preventing rape on men and advises them where they can get help if needed. Through research it was discovered that, in many instances, rapists often had violent childhoods and have either been victims of abuse themselves or have witnessed abuse being inflicted on others.
Inspired by this strategic insight, Joe Public created an emotive film that tells men that whatever their past experiences, they can still choose to be the man they want to be.
The commercial, directed by Thabang Moleya of Seriti Films, encourages and informs men that they have the power to change. Brothers For Life’s Strategic Communications Director, Brenda Goldblatt, said, “This was a complex ad to create, because we had to find a way to speak to rapists with compassion while being very clear that individual men are responsible for their actions.” The campaign supports the work of the Department of Social Development, which operates an award-winning helpline that offers men who need counselling access to social workers 24 hours a day.
Brothers For Life is funded by USAID and PEPFAR to support HIV and Gender-Based Violence prevention in South Africa.