The What About The Boys (WATB) programme has reached a R1.5 million fundraising milestone in its journey to support the emotional development and wellbeing of South Africa’s next generation of men.
WATB, a national initiative by Markham, is focused on supporting young boys through mentorship, dialogue, and emotional development programmes to promote healthier, more positive models of masculinity.
This new milestone signals sustained momentum behind a broader conversation about how the country raises its boys, and what that means for its future.
The country faces a complex intersection of social issues. More than 60% of children grow up without active father figures, while gender-based violence continues to impact communities across the country. These realities have prompted a growing recognition that prevention must begin early, with young boys.
“We are incredibly proud to have reached the R1.5 million target,” says Nicol Rademeyer, Head of Marketing at Markham. “This is our fourth year supporting the programme, and our commitment remains as strong as ever. We have seen the impact firsthand, the growth, the conversations, and the positive change taking place and we truly believe this work is crucial for our country.”
WATB focuses on creating spaces where boys can engage openly, access mentorship, and develop emotional awareness. Through workshops, facilitated discussions, and community-based programmes, the initiative aims to equip participants with the tools to navigate identity, relationships, and responsibility in a healthier way.
The programme encourages boys to express vulnerability, build empathy, and understand respect as a foundation for their future roles in society.
“This milestone belongs to everyone who supported the campaign,” adds Rademeyer. “From our teams on the ground to every customer who purchased a T-shirt, you made this possible. We are deeply grateful and encourage our supporters to continue walking this journey with us.”
While initiatives like WATB are not a singular solution, they form part of a wider change towards proactive, preventative intervention. By focusing on young boys today, the programme contributes to a longer-term vision: reducing cycles of violence, strengthening community relationships, and building a generation of men better equipped to contribute positively to society.