Media personality and fashionista William Lehong has a new mission for his ever growing profile of activities – to help change boy’s attitudes towards women.
This time the former Metro FM presenter has been appointed the ambassador of “What About The Boys” a project. It’s an initiative formed through the partnership of retail brand Markham and social services company Primestar.
Randburg-based Primestars specialises in facilitating youth development programmes for high school learners from underserved communities
What About The Boys? is aimed at creating a different definition of boyhood in which being kind is not seen as weak. Its major aim is to conscientise boys to the responsibility of playing an active role against gender-based violence.
Speaking to Sunday World about the campaign, Lehong said: “In a world where GBV continues to plague societies, initiatives like [this one] are essential in addressing the root causes of this pressing issue.
“As a mentor I recognise the urgency of the situation and have joined hands with Primestars and Markham in the campaign 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.”
Demonstrating real behaviour change from boyhood to manhood
Lehong said What About The Boys? provides an evidence-based model to demonstrate real behaviour change from boyhood to manhood.
He said boys need not be afraid of being sensitive, kind, respectful, accountable, expressive and nurturing. He said these are the attributes that will help boys to grow up to be responsible and caring members of society.
Overall the campaign aims to build a nation of good men, re-imagine masculinity and gender norms to reduce impacts of traditional ideas of what it means to be a man. Build cognitive and emotional skills to increase protective mental health and reduce underlying stress. Develop hard skills to improve young men’s potential to succeed economically
“It starts when we equate emotion with weakness and direct boys to display strength no matter what. They have to be tough, strong, courageous, dominating – no pain, no emotions, with the exception of anger and aggression. Boys are driven to believe that women are of less value, are property of men and are sexual objects.
“This has led to a culture in which men have learnt to hide their feelings and anxieties, and that they need to constantly prove their masculinity,” Lehong said.
According to him, the campaign which kicked off in June 2022 has touched the lives of over 40 000 high school boys from townships and other communities.
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Positive results from the campaign
The campaign hosted a re-assessment data with high school boys and at the start this following data was compiled:
- 16% of boys agreed with the statement that ‘There are times when a woman deserves to be beaten’
- 30% agreed with the statement that ‘It is okay for a man to hit his girlfriend or wife if she won’t have sex with him’.
- 74% agreed with the statement ‘A man can have sex with his wife whenever he wants’.
A post-assessment conducted after the programme with the same learners showed drastically reduced percentages of initial believes.
“The change in responses indicate a marked influence on learners’ outlook in many areas focused on by the programme.”
Lehong said he was happy with President Cyril Ramaphosa’s support for the programme but said more needed to be done.
He said the boys who have been part of the What About the Boys? programme have shown huge changes in attitude and self-belief.
“With this programme, the country can raise a nation of good men… good fathers, good partners and good leaders.”
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