On Friday, 30th June 2017 SABC MP and Ligwalagwala FM’s male staff members ultimately decided to “action” the campaign by handing out flowers, demonstrating that a flower is worthy of a flower. The SABC and Ligwalagwala FM male staff members braved the cold morning frost and went out – adorned in lipstick – to distribute just over 700 flowers. The flowers were sponsored by local farmers and coordinated by Timbali Technology Incubator for Amablom and handed out at major traffic intersections in and around Nelspruit. The flowers were shared with female drivers, passengers, pedestrians and commuters coming from various townships and suburbs into town. Twenty of the 700 distributed flowers had personalised messages from our male on-air presenters, which prompted the recipients to then call in on Ligwalagwala FM to share what the message said and by whom it was written. The exclusivity of the 20 flowers and messages became the ticket to a lunch with those DJs and reporters at the Chill Pepper Boutique Hotel in Nelspruit.
The women who won were excited to meet the DJs up-close, while being entertained by SweetMike – the Liwgalagwala FM DJ whose show Khibika Natsi broadcasts live from the Chill Pepper Boutique Hotel during lunch. “The response to the campaign was so overwhelming,” said Cwy Mandindi, Ligwalagwala FM marketing manager. “The women shared their excitement both on-air and on social media and we had to ask their bosses to give them time to join us for the lunch; while the men in Nelspruit hooted past our DJs and reporters at the intersections in support of the campaign and the thoughtful gesture of sharing a flower.”
The campaign also received coverage from SABC News – the video can be seen on YouTube. The region’s Provincial General Manager, Quinton Lenyai, closed off the campaign on-air as he had opened it in May 2017 by adding that the campaign “is a commitment from us as men from the SABC in Mpumalanga to now live the campaign in the streets, at work and in our personal spaces”.
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#WesifazaneYimbali (loosely translated: a woman is and should be treated like a flower) was SABC MP and Ligwalagwala FM’s response to the femicide that South Africa has been marred with. The campaign was designed to encourage men in the province to protect women and take a more positive stance in society by showing care towards them.