The Campaign has been conceptualised with a view to keeping the message simple and to impact greatly upon communities that have not undergone any gender sensitivity training. SAMGI was concerned about staging 16 Days events which only spoke to the activists in the field. The paradigm shift needs to occur elsewhere.

The campaign was launched on 25 November 2003 (the start of the 16 Days of Activism). On 5 December 2003, SAMGI took the campaign on the road and staged an event in Bonteheuwel. The all day event featured Magistrate Judy van Skalkwyk talking about the Domestic Violence Act, the local councillor speaking about attitudes toward gender-based violence in the area and seperate workshops were held with women and men. The day was rounded off by music from the Gramadoeals, a local jazz band.

We hope to promote the responses of the Criminal Justice System in order that women and children caught in cycles of abuse are more empowered to chart a way out of the problem.