Spearheaded by DarkMatter, the integrated campaign includes three versions of a TVC (television commercial) with a three-month multi-national broadcast schedule, national billboard outreach, public relations drive and social media and print advertising, says TEARS Foundation.

TEARS Foundation says that the work it does includes free, confidential help 24 hours a day, 365 days a year.

"To help victims get the support they need, we need to change the way we view and help survivors. They are not a statistic or a trend. They are people who, besides carrying the trauma of abuse, often also carry the burdens of not being believed, the stigma, the shame, the self-blame and the fear of retaliation," says Mara Glennie, Founder and CEO of TEARS Foundation and a GBV survivor and advocate.

Now leveraging innovative technology, TEARS Foundation adds that it connects survivors to critical resources through multiple platforms, ensuring help is always just a call or click away:

  • Toll-Free Helpline: Call 08000 TEARS (08000 83277) for immediate, confidential support.
  • Free USSD Service: Dial *134* 7355# for SMS-based assistance locating nearby support facilities.
  • Direct Line: Reach out on 010 590 5920 (standard rates apply).
  • WhatsApp: Send your message to 066 435 3108.
  • Support Locator: Visit tears.storefind.mobi to locate local support centres.
  • Email Support: Contact [email protected] for additional guidance.

TEARS Foundation says that it is celebrated for its pioneering work in crisis intervention, survivor advocacy, counselling and education, creating pathways to safety and recovery for countless individuals. Its robust network connects survivors to emergency shelters, medical care, child-friendly centres and legal assistance. Their team provides hands-on support with police follow-ups, protection order applications and strategies for safely exiting abusive environments.

By combining innovation, compassion and tireless dedication, the TEARS Foundation concludes that it ensures that no survivor faces violence alone.

The 'Soothing the Nation' campaign was funded by creative communications agency DarkMatter, with pro bono media assistance from Ad Outpost, Arena Africa, Brand IQ, Community TV, DSTV, ETV,  Jazzworx, JC De Caux, Johannesburg Queer Chorus, Kevin Leicher, Media Mark, MPowered, Media 24, MediaMark, Network X, NewzRoom Afrika, Prime Media TV, Provantage, SABC, Tractor Advertising, ZEE World and others.


For more information, visit www.darkm.co.za. You can also follow DarkMatter on Facebook, Linkedin, X, Instagram, or on TikTok.

*Image courtesy of contributor