POWA to the youth
HYDE PARK– Youth Station YFM is getting down to business with their latest T-shirt initiative with POWA.
The scourge of gender-based-violence (GBV) in South Africa is not a new issue that society has been facing.
Youth Station YFM has had the same sentiments. Launching their latest campaign with People Opposing Women Abuse (POWA), they have come up with a range of T-shirts and T-shirt dresses with the slogan ‘Enough has been Enough’.
This highlights the fact that GBV has been around for a long time with the need for more awareness around it.
Managing director Haseena Cassim said that the brand has been looking for a campaign to give back that can last.
“Nationally what tends to happen is that, for example, when Women’s Month comes up, everyone pays close attention to the scourge of women in terms of gender-based violence and its only for that month. Over the years we had an approach where we wouldn’t do anything big until we found something that we feel deeply connected to.”
With the Covid-19 pandemic, GBV statistics rose and that’s when the station found that connection.
“We started thinking about what can we do as a station about changing the mindsets and bringing awareness to see what’s actually happening when it comes to GBV. We wanted to find a way to stop it, support it and find a way to try limit the scourge that is.”
She added that through their broadcasting platform the dissemination of information would be vital.
“We launched this with POWA, first of all, to create awareness about these issues and to have a process of change. We also launched a new bi-monthly programme called ‘Perspective on Y’ this year to start the serious talks. It is something that we have never done before and it’s hard-hitting which sort of goes against the perception of the station. With that we want people to understand that young people are not just about partying but have substance as well.”
Brand architect Fanele Moloi said that the idea of the T-shirt was to appeal to their youthful market.
“People who purchase the T-shirts will sort of be like moving billboards for the audience. When someone sees you wearing this T-shirt, they’ll ask you about it and tell the story behind it and why they support the cause.”
With giving back in mind, Cassim said that we can expect a number of exciting changes for the station for 2021.
T-shirts will be on sale from R260 and ladies dress tees will be R350 from www.lyfe.co.za
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https://www.citizen.co.za/sandton-chronicle/281163/sc36chmichaelmount/
