As South Africa observes the 16 Days of Activism for No Violence Against Women and Children, the conversation often centers on the scale of the country’s gender-based violence (GBV) problem. However, through its commitment to creating #GenerationNone – a generation free from GBV, 1st for Women is working to shift the focus to the scale of the solution.
This renewed focus coincides with the launch of the brand’s new strategic direction: “Her first, then her every thing.”
The 1st for Women Foundation addresses the harsh reality that prevents many South African women from living that life freely. According to the Her and Now: Insights into the Women of South Africa 2025 report, 54% of women say that safety concerns limit their daily activities and freedom of movement.
The 1st for Women Foundation confronts this reality directly – countering this fear with tangible protection. To date it has raised over R100 million, funding prevention programmes and support services that have helped keep more than 100 000 women safe. “These statistics show that real change demands the resources and action in order to turn safety from a privilege into a right,” says Jill Mulligan, Head of Marketing at 1st for Women.
Her first, then her sisterhood
Adding to this Mulligan says, “We cannot talk about putting her first, without addressing the systemic violence that puts her last. As we promote freedom, its growth path reflects a broader societal imperative. A woman can only truly be free – to be bold, or ambitious – if she is safe,” says Mulligan.
She emphasises that the fight against GBV is a daily operation rather than a seasonal campaign. “When a woman chooses 1st for Women, she automatically becomes an activist. Her premiums protect her assets while simultaneously funding the work that builds a safer future for her sisterhood.”
2025 milestones
The 1st for Women Foundation has released its impact data for the 2025 period to demonstrate this commitment in action. The Foundation invested almost R11 million across four major initiatives, directly reaching over 58 000 beneficiaries.
The dual-focused strategy is focused on providing immediate response services for survivors and long-term prevention initiatives for the youth.
- Systemic response: In partnership with Lawyers Against Abuse (LvA) in Diepsloot, the programme strengthened the judicial response to GBV. Between September 2024 and September 2025, the initiative saw 705 GBV cases reported and 4 226 people accessing support services. Significantly, the partnership facilitated 300 protection orders, providing tangible legal shields for women in volatile situations.
- Prevention and education: To break the cycle of violence, the Foundation partnered with Action Breaks Silence to intervene at school level. From January to October 2025, more than 11 000 learners were enrolled in training courses. Crucially, this included the Undefining Masculinity programme, which reached 2 300 Grade 8 and 9 learners, equipping them with the skills to challenge toxic social norms before they take root.
- Psychosocial support: Recognising that trauma requires deep care, the partnership with the Regional Psychosocial Support Initiative (REPSSI) provided psychosocial support to 1,197 children, representing 86% of their annual classroom-based target.
Solidarity in action
To mark the start of the 16 Days of Activism, the Foundation partnered with Smile FM for the Take a Step walk. The event saw over 1,000 participants walking 5km in solidarity with survivors of GBV.
“The walk was a physical demonstration of our collective resolve,” says Mulligan. “It raised close to R180 000, with all proceeds shared between the 1st for Women Foundation and The Saartjie Baartman Centre for Women and Children which stands as a vital one-stop centre providing free, 24-hour help and services to survivors.”
From fight to future
As the 16 Days of Activism continues, the 1st for Women Foundation is bringing together the right partners and supporting solutions that will make a meaningful difference against the scourge of GBV.
“The progress we are seeing is encouraging, but this is a long-term commitment,” concludes Mulligan. “We are looking at the young women and men in our school programmes today, and we are working for their future, building a generation free from GBV. We want them to inherit a South Africa where safety is a given, not a goal. The work we do today is how we build the legacy of a generation that knows freedom, not fear.”