Led by ACTIVATE! Change Drivers in partnership with Generation G, the #BeMen campaign launched on November 4^th 2024, to challenge restrictive societal expectations of manhood. Timed to align with Movember, where men grow moustaches to raise awareness and funds for men’s health issues, #BeMen directs attention to men’s mental health in South Africa. The campaign gives men a platform to voice struggles in safe spaces, reframing healthy masculinity and demystifying what it truly means to “be a man.”

Historically, men have been told to “man up,” suppress their emotions, and tackle challenges alone. This pressure has created a culture where many feel disconnected from their emotions and reluctant to seek support, even from those closest to them. The #BeMen campaign aims to rewrite this narrative, asserting that true strength lies in self-awareness, vulnerability, and resilience.

In South Africa, cultural stereotypes still enforce men’s stoicism, emotional distance, and dominance. These norms not only harm others but also damage men themselves. The belief that vulnerability equals weakness has created a deadly silence, contributing to horrendous suicide rates among men. High rates of gender-based violence and suicide statistics reflect the damage done by these rigid definitions of masculinity. This is why the #BeMen campaign is critical in challenging unhealthy gender norms and encouraging men to embrace emotional awareness, connection, and community.

Background

The #BeMen campaign emerges from a series of structured dialogues conducted within South African civil society between 2022 and 2023. During this period, ACTIVATE! Change Drivers, through its Generation G programme, facilitated focused discussions where youth leaders, civil society organizations, and mental health advocates documented the impact of traditional masculinity on men’s mental health. These dialogues identified how cultural stigma against male vulnerability creates barriers to mental health support, particularly evident in expressions like “indoda ayikhali” (a man doesn’t cry).

The #BeMen campaign developed from a blend of research and community feedback, responding to the urgent need for a shift in men’s mental health. By dissecting concerns, redefining masculinity, and applying a human-centered approach, the campaign’s blueprint was combine the digital threads of modern connection with the strong roots of community healing.

Masculinity And Mental Health: Bridging The Gap In South Africa

In South Africa, the connection between masculinity and mental health reflects a crisis that’s been brewing beneath the surface for far too long. Gut-wrenching statistics reveal that men are four times more likely to die by suicide than women, with about 14 men taking their lives every day, as highlighted by the South African Medical Research Council (SAMRC.) in their contribution to the Lancet Public Health Series on Suicide.

Yet, despite these clear signs of distress, only 1 in 10 men seek help for mental health challenges, according to the South African Depression and Anxiety Group (SADAG). Although we know that his disparity stems from a complicated interplay of factors, part of the reluctance to seek help can be attributed to entrenched cultural mannerisms about what it means to be a man.

Taking these issues into consideration, # BeMen campaign attempts to rethink harmful versions of masculinity. By leveraging the work already accomplished by the campaign, Generation G hopes to further these objectives by:

• Increasing awareness of mental health issues among men.
• Challenging stereotypes about masculinity and societal expectations that hinder men’s success in seeking mental health support.
• Provide resources and tools that will help men better understand themselves and manage their mental health.

Psycho-Social and Socio-Economic Barriers to Mental Health in South Africa

The #BeMen campaign’s work to change views on masculinity and support men’s mental health isn’t without it’s challenges. South Africa grapples with high unemployment, rising gender-based violence, and an underfunded, overstretched mental health sector Resources are largely allocated to severe conditions like schizophrenia and dementia, leaving little support for everyday mental health needs, especially in rural areas.

Inequality has only deepened this issue. Research from the Nelson Mandela Initiative, one of the partners in the #BeMen campaign, shows that people in low-income areas are more likely to face mental health issues, with financial pressure fueling depression and (Lund et al., 2010). Furthermore, the deeply ingrained stigma around mental health often means that men turn to risky behaviors, like substance abuse, in the absence of emotional support. Common phrases like “Indoda ayikhali” (a man doesn’t cry) reinforce the belief that showing vulnerability is a weakness, making it harder for men to seek help. One of #BeMen’s goal is to challenge these cultural narratives with respect and nuance, offering a culturally sensitive approach to redefine what it means to be strong.

Notwithstanding, alcohol consumption among men reflects this reality: a national survey found that 39.4% of South African men who drink engage in hazardous or harmful drinking, compared to just 16.6% of women(Peltzer & Pengpid, 2018) . Such harmful drinking habits are frequently symptomatic of untreated mental health issues, as many men turn to alcohol in the absence of healthier coping mechanisms, thereby exacerbating their mental health struggles and endangering themselves and others.

 These cycles of risky and harmful behaviors exacerbate issues such as gender-based violence, as untreated mental health conditions coupled with high alcohol consumption often lead to aggression and other risky outcomes (Trangenstein et al., 2018).This highlights the urgency of the #BeMen campaign, which understands that an intersectional and holistic approach to confronting these issues is imminent.

Collaboration and Campaign Next Steps:

The #BeMen campaign is underway, with stakeholders promoting men’s mental health, gender justice, and the strength found in vulnerability. In a recent episode of the Activate Podcast Series, abuse coach Merlize Jorgiat and Sam Marshall discussed how positive storytelling on platforms like Social TV can drive change and raise awareness on gender-based violence and gender equity. Listen here: Activate Leadership Podcast.

On social media, #GenerationGenderRSA is gaining traction, with mental health professionals and creators encouraging men to engage in conversations about mental health. Every Thursday from 6-7 PM, Sam Mkhumbuzi hosts an Instagram Live series discussing “clinical masculinity.” Follow @sam_mkhumbuzi to join.

The campaign’s Theory of Change centers on a Gender Transformative Approach to challenge harmful gender norms and promote equality by:

• Critically examining gender roles and norms
• Strengthening supportive social norms
• Promoting the status of marginalized groups
• Transforming policies and societal structures that sustain inequality

Join us at the upcoming Men’s Mental Health Indaba on November 23 in Johannesburg for workshops led by leaders in healthy masculinity, stress management, and emotional intelligence. Special Projects Manager Rammolotsi Sothoane highlights the need to help men unlearn toxic masculinity and foster supportive relationships.

The Generation G program invites everyone to challenge harmful narratives and support mental health for all.

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Written By: By Nyiko Lovemore Manganyi, Thabisile Miya, Nomthandazo Shabangu, and Aphelele Mtwecu

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About ACTIVATE! Change Drivers

ACTIVATE! Change Drivers is a multi-sectoral youth development programme with a national network that in the past 10 years, has delivered a leadership development programme to over 4325 young people from across the country, with tools to enable platforms for youth leaders to connect, share ideas, and be empowered to become active change drivers in their communities.

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References:

Press release: ACTIVATE! Change Drivers & Generation G. (2024, November 4). Launch of the #BeMen campaign.

Lund, C., Breen, A., Flisher, A. J., Kakuma, R., Corrigall, J., Joska, J. A., … & Patel, V. (2010). . Poverty and common mental disorders in low and middle income countries: A systematic review.Social Science & Medicine, 71(3), 517-528

Peltzer, K., & Pengpid, S. (2018). Heavy drinking and social and health factors in adults in South Africa. African Journal of Psychiatry, 21, 323-326.

South African Depression and Anxiety Group (SADAG). (n.d.). Men’s mental health statistics. Retrieved from SADAG website

South African Medical Research Council (SAMRC). (2023). Contribution to the Lancet Public Health Series on Suicide

Trangenstein, P. J., Jernigan, D. H., Miles, D. R., & Rossheim, M. E. (2018). Alcohol outlets and gender-based violence perpetration among males and females. Alcoholism: Clinical and Experimental Research, 42(11), 2084-2094.

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For media inquiries:

Follow Activate Change Drivers on social media: @ActivateZA

Zamayirha Peter, Communications Manager, Activate Change Drivers | Call: +27 76 322 3598 | Email: communications@activateleadership.co.za