To realise a gender-just and violence-free society, men need to unlearn toxic masculinity and be empowered to embrace healthy ideals of masculinity in the community they are socialised in. 

Youth network ACTIVATE! Change Drivers through its South African Coalition programme, Generation Gender (G), is embarking on a hybrid campaign to encourage men to embrace healthy masculinity through online conversations and community dialogues leading up to a men’s mental health indaba, an annual event by the programme that will be held on the 23rd of November in Johannesburg, South Africa.

Through partnerships with various stakeholders, the campaign will focus on raising awareness about men's mental health and fostering a community where positive expressions of masculinity are celebrated.

Some of the planned activities include a series of engaging activities, including community events, podcasts, social media outreach, and collaborations with mental health professionals. The campaign seeks to facilitate critical conversations and promote healthier models of masculinity that prioritise emotional well-being. These platforms will allow men to share their stories, participate in discussions, and learn about the importance of mental health.

The campaign aims to address the critical link between masculinity and men’s mental health, facilitating meaningful discussions and encouraging positive behavioural changes challenging harmful stereotypes and redefining traditional notions of masculinity.

Through the efforts of different waves of feminist and global advocacy for the rights of women and girls, the global community is rethinking harmful definitions of masculinity out of a belief that what was taught and learnt can be changed. 

The norms associated with masculinity profoundly influence men's behaviours, their perceptions of self, and interactions with others. This in turn has shaped their experiences and identities in significant ways. Traditional masculine norms often prescribe specific behavioural expectations for men, such as stoicism, emotional restraint, and dominance.

“We have found that in many community interventions and research we have undertaken men may feel pressure to conform to these norms to align with societal expectations of being a “real man”.  As a result, men may suppress their emotions, avoid seeking help for mental health issues, or engage in risky behaviours as a means of proving their masculinity. This can have detrimental effects on their well-being and relationships,” Special Projects and Strategic Partnerships Manager, Rammolotsi Sothoane.

“An in-depth understanding of the gendered nature of men’s social connections and how the interplay between masculinity and men’s social connections can impact men’s mental health is needed,” Sothoane, adds.

Generation G Men’s Mental Health Dialogue (Indaba)

Building on the last two years where the Generation G Coalition in South Africa coordinated a series of dialogues focusing on men’s mental health. These dialogues essentially sought to provide a safe and practical environment for men to engage in empowering conversations about their mental health and how they can be empowered with knowledge and practical tools they can use to address mental health problems and become effective allies toward the end of Gender-Based Violence.

In 2023, the Men’s Mental Health Indaba (Dialogue) received extensive media engagement and media support. This took place when both digital and traditional media platforms gave the campaign airtime that allowed the profiling of the Generation G programme and a reach to audiences otherwise out of our primary market. The overall reach through the media was from the campaign's announcement to the launch in a space of 30 days we received six (6) media placements that all aired on national platforms. The total reach through media (excluding social media) averaged at 20 096 856 twenty-million audiences - collectively reached.

Over 125 men representing various civil society organizations and youth-led organizations participated in the dialogue hosted at the Nelson Mandela Foundation in South Africa. The Men’s Mental Health Indaba presents the Generation G coalition with an opportunity to explore the conceptual linkages between masculinity and men’s mental health.

Campaign Objectives

In line to redefine and rethink harmful versions of masculinity, and given the aims of the work done over the last two years as part of the Generation G Men’s Mental Health Campaign, will seek to:

• Explore linkages between masculinity and men’s mental health
• Encourage men (and others) to rethink current definitions/understandings of masculinities
• Raise awareness about the prevalence of mental health issues among men.
• Challenge stereotypes and societal expectations about masculinity that hinder men from seeking mental health support.
• Provide resources and tools for men to better understand their masculinity and manage their mental well-being.
• Encourage help-seeking behaviours and reduce the stigma associated with mental health challenges.

“All activities are a build-up to the Men and Mental Health Imbizo, which will take place on the 23rd of November in Johannesburg. Now in its third year, this physical event will offer a space for men to engage in various tutorials led by organisations and men who have built a track record of work that is invested in destigmatising mental health conditions and embracing healthy masculinity," Zamayirha Peter, Advocacy Communications Specialist.

“On the day we aim to, equip the men in the room with practical skills and insights for healthier living. Participants will learn about managing stress, fostering emotional intelligence, and the importance of supportive relationships in their homes and within their communities,” Peter adds.

The Generation G programme calls on members of the public to join the campaign.

“By working together, we can challenge the harmful narratives around masculinity and foster a culture that prioritises mental health for all,” Sothoane adds.

About Generation G:

Generation G is a global programme implemented in seven (7) Countries namely; Morocco, Jordan, Lebanon, Rwanda, Uganda, South Africa, and the Netherlands

In creating gender-just and violence-free communities for and young people in their full diversity. The Generation G South African Coalition comprises three partner organizations namely; ACTIVATE! Change Drivers, Sonke Gender Justice and ActionAid South Africa are responsible for advancing the objective of the Generation G programme in South Africa.

Written by Zamayirha Peter, Communications Manager, ACTIVATE! Change Drivers