Over the past few days, timelines across social media have turned into a sea of purple. From profile pictures to captions, users everywhere are joining a growing movement that began in South Africa but has since spread far beyond its borders.
Where Did the Purple Profile Campaign Begin?
The purple profile wave started with Women For Change, a South African civil society organisation leading the call for urgent government action against gender-based violence (GBV) and femicide. Their campaign aims to shut down the country both digitally and physically for one day to demand that GBV be declared a national disaster.
The movement’s timing is strategic, coming just before the G20 Leaders’ Summit, which South Africa will host. Activists hope the summit will amplify their message on a global scale. Through black attire, online solidarity, and widespread hashtag campaigns, supporters are ensuring the fight against GBV remains visible and impossible to ignore.
Purple, long associated with women’s rights movements, carries deep symbolism. Historically, it was one of the colours of the suffragettes, representing justice and dignity. For this campaign, it stands for resistance, unity, and remembrance, a mix of grief for those lost and hope for change. By changing their profile pictures, even those unable to join physical protests can participate in the digital shutdown, transforming online spaces into powerful virtual protest grounds.
Why Has the Purple Movement Spread Beyond South Africa?
Social media has erased borders for activism. The purple takeover has reached Kenya, Nigeria, Botswana, and Ghana, as users share emotional posts, black outfit photos, and videos pledging participation in the 15-minute nationwide standstill. Men have also joined the cause, with influencers and everyday users uniting under one colour to make their voices heard.
What Are the Five Steps of the November 21 Shutdown?
Women For Change has shared clear actions to make the digital and physical shutdown impactful:
Do not work: Pause all forms of labour to highlight the often invisible contributions of women.
Do not spend: Withdraw from the economy to demonstrate collective economic power.
Lie down at noon: Take part in a 15-minute standstill at 12:00 p.m., spending one minute for every 15 women killed daily in South Africa.
Wear black: Dress to symbolise mourning, resistance, and resilience.
Change your profile picture to purple: Keep the conversation alive and make the movement visible across every platform.
By Risper Akinyi