South Africa

Brand SA's gender violence lipstick ad: Hit or miss?

The Brand SA #IAM campaign on violence against women and children.
The Brand SA #IAM campaign on violence against women and children. (via Twitter/ @nnusi)

Brand South Africa's latest campaign against gender-based violence has triggered mixed reactions on social media. 

The #IAM campaign is aimed at encouraging South African men to actively participate in fighting gender-based violence and features various men wearing red lipstick.

“We have recently seen men uniting in one voice to break the silence and show unity in the fight for protecting women and children, for instance, the #NotInMyName movement. We commend these men for taking charge,” said Brand SA. 

"This is why Brand South Africa found it important to support this campaign and charge men with the responsibility of ... protecting their loved ones."

Several pictures of men filmed in black T-shirts and wearing red lipstick with the words #IAM have been making waves on social media - but not everyone is convinced.  

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