South African insurance company 1st for Women has joined up with VICE, the world’s largest independent youth media agency, to create a powerful film called WOMANHOOD, that explores the stories of various women throughout South Africa.
According to Casey Rousseau from 1st for Women Insurance, this was their response to the #AmINext movement and what it means to be a woman in South Africa today.
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Lebo beautifully articulates a deep-seated fear – a barrier to her own success. And while this may not resonate with all women, we can all understand the power of our inner voice in both creating and overcoming obstacles. For more insights from SA women on barriers, and other themes, watch the Womanhood film. Link in Bio. #ThisIsWomanhood
‘We developed WOMANHOOD as a visual and audio tapestry that documents the complex narratives that shapes life as a South African woman. The film digs in deep to many societal issues from freedom, barriers and body to motherhood, identity, pain and the future. It goes beyond the trivial stereotypical clichés that women are often bound by. It represents the ‘average’ South African woman, but also the women that are not often given a platform or voice,’ said Ciaran Bonass, Executive Creative Director, VICE MENA.
They said that a phrase that drew out of the experience of making this was ‘not yet’.
‘”Not yet” is an answer we often heard when we asked women if they, or a family member, had ever experienced abuse of any kind. ‘Not yet’ singularly defines the expectancy and acceptance of abuse of women in South Africa,’ said Rousseau.
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While traditional roles create barriers for some women, others embrace them, adapting and combining them with modern ones. And while each of us will choose differently, we share an incredible resilience in overcoming the barriers we face within these roles. For more insights from SA women, watch the Womanhood film. Link in Bio. #ThisIsWomanhood
The film also focuses on issues such as self-barriers, gender-based workplace issues, the importance of male parenting, sexuality and many more fears which contribute to the larger systemic and patriarchal issues of gender-based violence in the country.
‘Women are bonded through shared stories and shared experiences. Our bonds strengthen us, personally and collectively. And the stronger the individual, the stronger the whole. Together, we have power beyond measure. United, there’s nothing we can’t do,’ concluded Rousseau.
Watch the trailer of the film here:
Watch the full film on 1st for Women’s website.
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