Outdoor ad: Philisa Abafazi Bethu (Heal Our Women): Nightmare

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South Africa has the fourth highest rate of femicide in the world and in 2019, the country experienced a dramatic spike in reported incidents of gender-based violence. Yet many men are unable to comprehend that women see them daily as the biggest danger to their well-being.

To get men to face the fact South African women see them as a potential threat, Philisa Abafazi Bethu (Heal Our Women) launched a tactical campaign on Halloween. Decals referencing iconic horror movies were placed on men’s bathroom mirrors in bars, restaurants, clubs and pubs. When men looked into the mirrors, they would see themselves becoming the “stars” of the movie - the real monsters South African women actually fear.