Women volunteers move with purpose to end gender-based violence
Through walking and dancing, FirstRand volunteers turned fitness into a force for change, highlighting solidarity, empowerment, and innovation in the fight against gender-based violence and femicide.
What began as a wellness-inspired challenge evolved into a powerful act of unity and social consciousness as FirstRand Volunteers (FRV) hosted the Gender-Based Violence and Femicide (GBVF) Move It Challenge: Move with Purpose at its Sandton headquarters.
The event, held on November 6, brought together more than 100 women and many men in a day of physical activity and purpose-driven reflection. Employees were encouraged to walk, run, cycle, or dance with purpose, embodying the message that movement can be a form of activism and solidarity.
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FirstRand Foundation head Kone Gugushe said, “This is more than just a wellness initiative; it is a profound act of solidarity. The GBVF Move It Challenge embodies our brand promise of Action with Purpose and our commitment to increasing employee participation in volunteer initiatives. We are giving our people the opportunity to make a real difference and connect meaningfully with the GBVF cause.”
The activation served as both a corporate call to action and a prelude to the national 16 Days of Activism Against Gender-Based Violence campaign, which begins on November 25.
“South Africa is cited as the rape capital of the world, the most violent country in Africa. We cannot prosper when our women and children are unsafe. Violence is not something that happens elsewhere; it happens in our homes, workplaces, and communities. It takes all of us, men, women, and institutions, to stand up and say no more.”
The event also featured awareness boards, survivor stories, and information stations showcasing the work of FirstRand’s GBVF-focused partners, including community safety organisation, Memeza, the GBVF Response Fund, and the Nyamukara Foundation.
A key highlight of the day was the demonstration of Memeza’s personal safety innovation, the My Memeza CPA, a small, portable alarm device designed to deter attackers and alert nearby responders through a loud siren and flashing light.
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Memeza sales manager Gugu Khoza said, “We are at war every day, fighting against this pandemic. This is not just about tools, it’s about survival and empowerment. When you pull this lever, the sound disrupts an attacker’s control and draws attention. It interrupts their cycle of violence.”
Her colleague, Thuli Mthethwa, executive director of Memeza, added that the conversation around gender-based violence must go beyond women’s safety to also challenge patriarchal systems that harm both genders.
“Patriarchy does not only limit women, it also narrows what it means to be a man,” she said. “When men are freed from the expectation to dominate, they can experience fuller, healthier lives. We are seeing progress, women choosing themselves, legal reforms on consent, and more men joining the movement. We are moving ahead.”
Through partnerships with organisations such as the National Prosecuting Authority, Nelson Mandela Children’s Fund, and Heartlines’ Fathers Matter programme, FirstRand is investing in systemic solutions that promote justice, equality, and family transformation.
“These initiatives reflect our belief that it takes an entire ecosystem, men, women, institutions, and communities to create lasting change,” said Gugushe. “We refuse to be known as a country where our children and women live in fear.”
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