Here’s a fact that might stop you in your scroll: in South Africa, over 60% of children grow up without active father figures. Add to that the harrowing reality that a woman loses her life to gender-based violence every three hours, and it’s clear that something needs to change and fast.
Enter Markham’s bold, heart-first initiative: What About The Boys (WATB). Launched in 2020, this programme is all about challenging outdated ideas of masculinity and helping boys grow into men who are emotionally aware, kind, and confident enough to lead with empathy. Think less “man up”, more “speak up”.
Since its launch, Markham has channelled close to R9 million into various social impact projects, with over R5 million invested in WATB alone. And it’s not just about the numbers; it’s about changing lives.
“Our goal has always been to do more than just show up,” says Nicol Rademeyer, head of marketing at Markham. “What About The Boys is about creating space for honest conversations, empowering young men, and investing in a future where they feel seen, heard, and supported.”
And that’s exactly what’s happening.
Through a partnership with Primestars, the WATB programme runs workshops in schools and communities across the country, focusing on emotional wellbeing, identity, peer pressure and mental health. It’s all done in a way that feels safe and supportive, a rare space where boys are invited to be vulnerable, heard, and understood.
The result? Over 8 000 learners have already taken part, many from communities where access to psychosocial support is slim to none. Facilitators have noticed a real shift in behaviour: boys are opening up more, reacting less, and backing each other emotionally.
“No one ever asks how we’re doing or what we’re feeling,” shared one learner from Gauteng. “These sessions made me realise I’m not alone. I have a voice.”
And to keep the momentum going, and the message out there, Markham drops a seasonal capsule collection of locally made T-shirts and sweatshirts. Not only are they seriously wearable, but every tee sold contributes R50, and every sweatshirt R100, directly to funding the programme.
“Fashion has power,” says Rademeyer. “It shapes identity. But when paired with social purpose, it becomes a vehicle for change.”
WATB is more than just a campaign; it’s a call to action – one that shows how brands can step up, speak out, and make a real difference. Because when boys are supported to become better men, everyone wins.
Want to know more or get involved? Head over to the Markham blog to dive deeper into the What About The Boys journey.
