Hip-hop has long been guilty of perpetuating sexual violence and toxic masculinity. As a leading and influential hip-hop magazine, Hype wanted to play an active role in fighting the war on women in South Africa

Hype's readership and online follower-base are predominantly young, content hungry Millennials and Gen Zs. This audience is not easily influenced by traditional advertising messaging. We knew that we needed to create a piece of content that was impossible not to have an opinion about. So we created this provocative short film and seeded it as editorial content in Hype's special Women's Month issue.

South Africa has the world’s worst rape statistics. Rape culture has become so normalised that we’ve become desensitised to the daily headlines and horror stories.

From campus conversations to Twitter threads, a culture of victim blaming thrives here. It’s one of the main reasons why only 1 in 4 rapes is reported in South Africa, and why perpetrators often feel so safe. It is especially prevalent amongst the youth and on social media, where false narratives around the causes of sexual violence spread easily.

With hip-hop often guilty of perpetuating toxic masculinity, Hype – South Africa’s biggest hip-hop magazine – wanted to be a catalyst for positive change. So, in Women’s Month, they partnered with TEARS Foundation to launch a call for change.

Blame No More is a call for change from Hype Magazine and TEARS Foundation.

Designed to help change the narrative on victim blaming and rape culture, it shines a much-needed light on the moral and logical absurdity of accusing someone of their own rape.

The campaign's core idea is a simple one: When you blame a victim, you accuse someone of their own rape.

With hip-hop accused of perpetuating sexual violence & toxic masculinity, Hype Magazine – South Africa’s biggest hip-hop mag – wanted to be a catalyst for positive change.

At the same time our pro bona client, TEARS Foundation, wanted to heighten awareness around victim blaming. Their research shows that this is a major reason why only 1/4 rapes is reported here, and it is especially prevalent amongst the youth. Victim blaming is something that many are guilty of, often without even realising it. Starting a conversation on the topic would thus be relevant to all South Africans, not just the perpetrators of sexual violence.

TEARS had an important and relevant message. But as an NGO with no media budget, they lacked an audience. Hype had a huge and loyal audience of young South Africans, but wasn’t sure what kind of message would resonate best. We saw the perfect opportunity for collaboration.

Victim blaming is a topic that most struggle to open up about. So we created a provocative, hard-hitting catalyst for conversation – a powerful short film that illustrates the logical and moral absurdity of accusing someone of their own rape.

We premiered the film to a small audience with massive influence – some of the loudest voices in South African hip-hop. They shared their candid reactions with their followers, which created huge buzz around the film online. #BlameNoMore then rolled out as an integrated campaign, online and as the cover story in Hype Magazine's special Women’s Month issue.

We also used the film as a catalyst for debate in live hosted conversations on victim blaming on campuses. The film was also central to a digital toolkit that we created, which creates the necessary structure for anyone to host their own conversations on the subject.

Hype was never going to quantify the impact of this campaign in revenue. For both Hype and TEARS, success was measured in how far – and to how many – the conversation spread.

#BlameNoMore stimulated dialogue and debate in places it had never previously occurred. TEARS has been exposed to millions of rape survivors, who now see a safe space in which to speak out. Within the hip-hop industry, which is often accused of perpetuating gender-based violence, Hype has been able to position itself as a force for positive change.

The #BlameNoMore message has featured in local and international news broadcasts. Even the South African government joined in, throwing its weight behind the cause by naming #BlameNoMore as their official Women’s Month initiative. With a media budget under $2 000, and a production budget of just $21 000, the message has already reached a a potential 224 million people.