The UN Women South Africa and the GIZ – Partnerships for Prevention of Violence against Women and Girls programme (PfP), virtually launched the Step It Up ‘Statement of Commitment for Gender Equality in South African Media’ campaign last week.

The campaign calls on the media and entertainment industry to uphold three commitments to actively fight gender-based violence (GBV) and promote gender equality in South Africa.

The three commitments include gender-sensitive reporting, un-stereotyping entertainment and storytelling and creating an equal and a safe space behind the scenes. “We are going to unpack how self-reflection and voluntary commitment can make a substantial change within and beyond the industry itself,” said Martin Weiss, GIZ Office South Africa Country Director.

Anne Githuku-Shongwe, a representative for UN Women’s South Africa Multi-Country Office (SAMCO) said if we are to truly confront the scourge of GBV in South Africa, we need to get to the root of the problem. “We need to interrogate the causes and not just look at alleviating the symptoms. Norms and stereotypes perpetuate patriarchy which is an underlying cause. Change is needed and we need to make the change, the problem is not seeing the problem,” said Githuku-Shongwe.

The Chairperson of the Commission for Gender Equality (CGE), Tamara Mathebula, highlighted the role media plays in achieving gender equality. “The industry is shaping norms and stereotypes through storytelling, images and audio-visual representations of men, women and gender-non-conforming persons. The media plays a significant role in influencing the nation. What we consume across media platforms informs how we think about ourselves and society at large in terms of gender and GBV,” she explained.

Mathebula added that transformation is needed and that we all need to play our part.

A panel conversation, made up of Kate Skinner (Executive Director: South Africa National Editors Forum), Makhosazana Khanyile (CEO: National Film and Video Foundation); Portia Kobue (CEO: Health-E News) and Layla Swart (CEO: Yellowbone Productions) focused on unpacking the statement’s content and relevance in shaping an industry that is geared towards gender equality.

“The media and creative industry hold power to influence how we view ourselves and society at large. Now is the time to keep the conversation going. Now is the time to commit to action and accountability voluntarily,” added Joan Moeketsi, Component Manager SA for the PfP programme.

For more information about The Statement of Commitment for Gender Equality in South African Media, visit: www.partnershipsforprevention.org or contact Luxolo Matomela at luxolo.matomela@giz.de. You can sign the statement here.