An online campaign by women’s rights movement Women For Change has sparked debate on social media after urging South Africans to change their profile pictures to purple in solidarity against gender-based violence (GBV).
The campaign, which calls for GBV to be declared a national disaster, uses purple — a colour long associated with domestic violence awareness — to symbolise unity, hope and a collective stand against abuse.
While many social media users have joined in by changing their display pictures, others questioned the effectiveness of such digital activism, arguing that awareness alone is not enough to bring change. Supporters, however, insist that the campaign is an important first step in keeping the issue visible and uniting people across the country.
Women For Change said the online drive forms part of a broader movement that will culminate in a national shutdown on 21 November, the eve of the G20 Leaders’ Summit.
“We call on women and members of the LGBTQIA+ community across South Africa to refrain from all paid and unpaid work in workplaces, universities and homes, and to spend no money for the entire day,” the organisation said.
“This will demonstrate the economic and social impact of our absence.”
Participants have been encouraged to wear all black on the day — to mourn those lost to GBV — and to take part in a 15-minute act of stillness, symbolising the reported 15 women killed daily in South Africa.
The campaign has reignited public discussion about the role of social media in activism. While some dismissed the purple-profile initiative as “performative,” others argued that it helps keep pressure on leaders to act and invites more people to join real-world efforts.
Despite the online disagreements, Women For Change urged South Africans to remain focused on the cause, saying that unity is crucial in confronting the ongoing scourge of GBV.
