The What About The Boys? x Markham Initiative

Markham’s CSI focus for 2024 sees us partnering with ‘What About The Boys?’ to aid in combating gender-based violence.

 

Written by: Lynette Botha

In a world where gender-based violence (GBV) continues to plague societies, initiatives like ‘What About The Boys?’ are essential in addressing the root causes of this pressing issue. As a leading men’s fashion retailer, we recognise the urgency of the situation and have joined hands with ‘What About The Boys?’ to make a significant impact. This collaboration aims not only to raise funds but also to promote a positive shift in masculinity and challenge harmful stereotypes.

So, what is ‘What About The Boys?’

 

‘What About The Boys?’ is a national movement with a mission to combat gender-based violence by focusing on helping boys redefine masculinity and dismantling societal stereotypes. The initiative recognises that the fight against GBV must begin at an early age to create lasting change. To achieve this, ‘What About The Boys?’ empowers boys with the following principles:

  1. Sharing emotions in a healthy way
    Encouraging boys to express their feelings openly and constructively, challenging the notion that “boys don’t cry.”
  2. Standing up to bullying and inequality
    Instilling a sense of responsibility in boys to confront bullying and inequality, fostering a culture of respect and empathy.
  3. Accepting and connecting with others
    Promoting inclusivity and acceptance of diverse backgrounds, reinforcing the importance of treating everyone with kindness and respect.
  4. Breaking free from stereotypes
    Addressing toxic stereotypes that perpetuate harmful ideas such as ‘Women are weak’ or ‘Don’t be like a gay man,’ promoting individuality and authenticity.

To drive home these values, ‘What About The Boys?’ conducts national screenings of an educational film aimed at raising awareness about GBV. These screenings target Grade 8-12 learners across South Africa, where the conversation about gender stereotypes and emotional development is critical. Following each screening, ongoing mentorship dialogues challenge gender stereotypes, providing boys with the tools to grow into responsible, empathetic young men. Each boy also commits to a #DoBetter pledge, a personal commitment to be a part of the solution.