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Addressing gender-based violence (GBV) requires more than public awareness. It demands sustained action against harmful social norms, unequal power relations and the culture of silence that allows abuse to persist. This is the focus of a new community campaign launched by Debswana’s Jwaneng Mine and Jwaneng Town Council, placing prevention and collective accountability at the centre of efforts to build safer communities.
Launched under the theme ‘Uprooting GBV Drivers from Our Communities’, the initiative brings together the Debswana-operated mine, local authorities and community stakeholders to confront the underlying factors contributing to violence and promote lasting behavioural change. Debswana Jwaneng Mine General Manager Goitseone Gadifele said stronger collaboration among Debswana, local authorities, community leaders and residents would be essential to addressing the root causes of GBV. He emphasised the need for collective responsibility in challenging abusive behaviour and fostering communities built on safety, dignity and respect.
The campaign will raise awareness of different forms of abuse, challenge harmful attitudes and the normalisation of silence around violence, and improve survivors’ awareness of available support services. It builds on existing community engagement efforts, including employee initiatives and a night vigil organised by the Ministers’ Fraternal ahead of the launch. The initiative also extends Debswana’s workplace safety philosophy into the wider community. Anchored in the safety mantra #IShallWorkSafely and #MyFamilyAwaitsMeAtHome, the campaign reinforces the principle that personal safety and well-being must extend beyond the workplace to homes and public spaces.
Delivering the keynote address, Minister of Youth and Gender Affairs Lesego Chombo described GBV as a serious social and human rights concern affecting women, men, girls and boys. In conclusion, she called for a coordinated response to harmful gender stereotypes, unequal power relations, substance abuse and the entrenched silence surrounding abuse. The campaign positions community participation as a critical component of prevention, recognising that tackling GBV requires sustained engagement beyond a single awareness event.
