Empowered beauty platform, AMAZI has partnered with the advocacy organisation Women For Change to launch the Safety is Power campaign aimed at addressing Gender Based Violence (GBV).
It is explained that the campaign is about honouring victims, amplifying survivors’ voices, and uniting communities to confront GBV without turning away.
As part of the campaign, the beauty brand reveals that they will donate R10 from every product sold to support Women For Change’s digital emergency response platform.
According to Divya Vasant, CEO and co-founder of AMAZI, the campaign reflects the brand’s deep commitment to women’s empowerment and safety.
Vasant says it is also a vital service that connects survivors of gender-based violence to trauma counselling, legal support, and crisis assistance in real time.
What inspired AMAZI and Women For Change to collaborate on the Safety is Power campaign?
“We live with the statistics that we’ve all become so used to seeing around women. Daily we are counselling and supporting women in our brand who are attacked just trying to get to or from work; who are violated in their homes, places where they should feel safe; who are afraid for their lives and need help relocating. Thankfully, in most cases we can help our women access safer, better living situations and we see firsthand the potential that is unlocked when women don’t need to be fearful.”
What are the core objectives of the campaign, and what kind of impact do you hope to achieve both in the short and long term?
“The campaign for us is as much about raising funds as it is about showing people that there are simple ways to contribute to this incredibly difficult challenge without feeling like you have to be at the frontline of the fight. There are simple acts like directing where you spend your money when you choose to have a self-care moment that can extend so far beyond yourself and really make a difference.”
What role do you envision for communities in helping to shift attitudes and promote accountability around GBV?
“We’ve always believed that if you view yourself as an investor and not just a consumer, you see the power of every rand that is spent with intention. We all can be investors just by being thoughtful about where we choose to shop, which companies/brands we choose to support.”
What specific initiatives or programmes will be funded or supported through this campaign?
“Womenforchange is developing a digital response platform that will connect GBV survivors to support resources. This is something WomenforChange already does but wants to be able to improve and scale. Womenforchange has become known as a digital space for women and families navigating GBV. It made sense to us to contribute to their efforts to improve and grow the way they link survivors with support.”
anita.nkonki@inl.co.za
Saturday Star