REFLECTIONS

We created this powerful and haunting content film for CareZA, that incorporated a gender-based violence awareness initiative for the Centre for Analytics and Behavioural Change (CABC). As a creative studio and marketing agency specialising in civil and social justice work, Iron Heart saw an opportunity to shift the lens during Women’s Month by placing a mirror in front of society and asking: What are we teaching our children about masculinity, power, and violence?

Titled “Reflections,” the film breaks new ground by exploring gender-based violence from the perspective of the perpetrator — or more accurately, the future perpetrator. It follows a young boy as he talks to someone in the mirror. He is admonishing, reflective of his father’s aggression, and doesn’t skirt around the fact that the family knows about the domestic violence, and they’re embarrassed. This little’s boy’s wisdom and insight is wise beyond his years. The twist comes when the elegant camera technique reveals he is talking to himself – his older self – who is now an abuser, just like his father. This reflection is both a warning and a rebuke, but also a plea — a call to break the cycle and do better, and be a better man. 

The message is simple but urgent: children learn from what they see, and if we want to stop violence before it starts, we need to raise better role models. We need to show boys that empathy is strength, that accountability and respect is courage, and that love doesn’t hurt.

Directed by Aadil Dhalech of Patriot Films and scored with haunting precision by Nic van Reenen of Field Sound, the production balances cinematic artistry with raw emotional truth.

The film was translated (via subtitles) into four of South Africa’s most widely spoken languages — Afrikaans, Zulu, Sotho and Xhosa — to ensure accessibility across diverse communities. It was distributed as a public service announcement (PSA) across platforms, receiving:

• Over 150,000 organic social media views
• Free flighting on both SABC and DSTV 
• Taxi Media placement in minibus taxis and taxi ranks (including billboards)

Importantly, the film directed viewers to a support platform offering resources for both men and women, reinforcing that true prevention means engaging everyone in the conversation.

“Reflections” received both critical acclaim and industry recognition, winning a Bronze Loerie Award (2021) and Gold at Ciclope Africa (2021).

At Iron Heart, we know that stories can shift mindsets and culture. This campaign didn’t just raise awareness, it started deeper conversations around inherited violence, emotional accountability, and the power of reflection. In doing so, it made one thing clear: gender-based violence doesn’t begin or end with women, it begins with what boys are shown, and ends with what men choose to become.