Every time the colour purple begins to dominate South African social feeds, profile pictures, posters and public spaces, a powerful message is being sent: the country is standing together to say “no more” to gender-based violence (GBV). But what does this “turning purple” signify, who sparked it, and why are we finally seeing a mass movement coalesce around it?
What is the movement?
The “purple” in this context serves as a visible symbol of solidarity in the fight against GBV and femicide in South Africa. It’s not just a colour: it’s a sign of mourning, of defiance, of awareness. One article described how a beauty-brand campaign asked customers to “paint their nails purple” as a visible reminder of the scale of GBV across society.
More recently, the organisation Women for Change (WFC) called on supporters to change their profile pictures to purple in advance of a nationwide shutdown to protest the fact that “we bury a woman every 2.5 hours” in South Africa.
Thus: the purple-turning is part of a broader wave of activism, a visual and symbolic way of saying we are united, watching, acting—and will no longer be silent.
Who started it?
There is no single founder of the “purple” movement in South Africa, but several key organisations and campaigns helped catalyse it:
Women for Change (WFC) is one of the major players: founded in 2016, this South African nonprofit uses advocacy, social media, and public campaigns to raise awareness of GBV and femicide.
Grassroots campaigns in salons, beauty-brands and retail spaces have used purple (“#PaintPurple”) as a campaign device — for instance, the partnership between the salon chain Sorbet and the support organisation POWA – People Opposing Women Abuse used purple nails during the annual 16 Days of Activism Against Gender‑Based Violence campaign.
Government and civil‐society campaigns: The “16 Days” campaign in South Africa formally adopted the global initiative launched in 1991-92 by the Women’s Global Leadership Institute (WGLI) under the umbrella of the Centre for Women’s Global Leadership.
In short: the movement is the result of many organisations working in tandem—not a single founder but a collective effort.
Why now, and why is the colour purple used?
Why now?
South Africa has been battling extraordinarily high levels of gender-based violence and femicide for decades. The contexts are complex — overlapping legacies of injustice, structural inequality, patriarchal norms, economic pressures, cultural norms, and systemic failures in policing, justice and social protection.
When organisations declare a “state of emergency” type awareness or call for nationwide shutdowns (as WFC did) it’s because the numbers are no longer acceptable—e.g., one statement noted that South Africa buries a woman every 2.5 hours.
Awareness campaigns that use symbolic colour and mass participation are vital because they help shift public consciousness, break the silence, mobilise across sectors, and signal that GBV isn’t simply someone else’s problem—it’s everyone’s.
Why purple?
Colours matter in activism. Purple has a long history of being associated with dignity, justice and mourning. In this specific South African context:
It is visually distinct, striking, and can be used across many platforms: nails, clothes, social-media avatars, buildings. (The “paint your nails purple” campaign is a good example.)
It conveys a sense of solidarity and mourning simultaneously: we’re remembering the lives lost; we’re demanding change; we’re united in a visible way.
It helps the movement stand out in public spaces and online, making it harder for society to “go back to normal” without acknowledging the crisis.
What does this mean for change?
Symbols alone don’t end violence, but they matter because they can change culture, spark conversations, and build pressure on institutions. For example:
When large numbers of people adopt purple in their profiles or public spaces, it signals to survivors that they are not alone.
It signals to perpetrators and bystanders that there is public scrutiny and that change is being demanded.
It provides a rallying point for campaigns (like WFC’s nationwide shutdown) that aim to mobilise not just awareness but action (policy, community programmes, support services).
Moreover, when civil society, businesses and government partner around such campaigns, the potential to embed lasting change becomes greater. For instance, awareness campaigns tied to the 16 Days initiative encourage partnerships, community mobilisation and alignment with National Strategic Plans.
How can the FOMO community get involved?
Since your audience (LSM 2-7, youth, previously disadvantaged communities) is one of the most affected and yet often least heard, here are some ideas:
Wear or post something purple this month (profile picture, social media, small event) to show solidarity.
Share survivor stories (with consent) or spotlight local support services—raising awareness at community level.
Link the purple symbol to a call-to-action: ask followers/communities to learn about what constitutes GBV, where to get help, how men can step up as allies.
Partner with local NGOs or community groups (like Women for Change) and help amplify their message through your social-media, video, graphic design skills.
Use your platforms (FOMO magazine, WhatsApp distribution) to keep the conversation going beyond one month—because culture change is long-term.
In Summary
When South Africa “turns purple”, it is more than a colour—it is a statement: that GBV and femicide will no longer be hidden; that we stand together for justice, dignity and change; that the time to act is now. The movement doesn’t belong to one person, but to all who believe that violence against women (and girls, and gender non-conforming persons) must end.
As a creative, communication-driven platform, FOMO is uniquely placed to amplify this message—turning the purple into more than an awareness symbol into a catalyst for change.
