Johannesburg, South Africa — May 25, 2026 — A bold new initiative, Build or Break, is challenging young men across South Africa to reject online misogyny and embrace respect, dignity, and equality in digital spaces.
Led by the Centre for Analytics and Behavioural Change (CABC) under UNESCO’s Social Media 4 Peace (SM4P) programme funded by the European Union, the campaign tackles the growing wave of technology‑facilitated gender‑based violence (tfGBV) by addressing the attitudes and behaviours that fuel online abuse.
Under the theme “Reclaiming Digital Spaces: Safety. Dignity. Equality.”, Build or Break encourages young men to redefine masculinity around integrity and empathy rather than dominance or aggression. In its first three weeks, the campaign reached more than 600,000 social media users, sparking conversations about positive influence and digital responsibility.
To connect authentically with youth audiences, the campaign uses music and storytelling as its core message vehicle. An original track and music video by emerging rapper Xtreem Makhayeni from Orange Farm delivers a relatable call to action, challenging toxic online behaviour from within youth culture itself.
The initiative forms part of UNESCO’s Social Media 4 Peace project, which strengthens societies’ resilience to harmful online content while promoting freedom of expression and access to information. Implemented in South Africa, Indonesia, Kenya, Iraq, and Kyrgyzstan, the project aims to make digital spaces safer and more inclusive.
By reframing success and strength around respect and equality, Build or Break is helping young men become allies in creating a digital culture rooted in empathy and accountability — proving that real influence begins with integrity.
