Gender-based violence and the inclusion of men in GBV prevention campaigns: perceptions of students in a university in South Africa

Background South Africa has one of the highest rates of gender-based violence (GBV) globally, disproportionately affecting women, girls, and the elderly. Despite numerous intervention efforts, GBV persists as a major social and public health concern. Prevention campaigns are central to awareness-raising, behavioural change, survivor support, and justice advocacy. Lately, attention is being given to the inclusion of men in GBV prevention efforts. Aim To explored university students’ perceptions of GBV and the inclusion of men in GBV prevention campaigns. Objectives To determine the perceptions of university students regarding the inclusion of men in GBV prevention campaigns, to determine their understanding of GBV and the importance of GBV prevention campaigns and the role of multi-gender approach (MGA) in the GBV prevention campaigns. Methodology The study used a qualitative exploratory design guided by Social Learning Theory and Feminist Theory. Twelve third-year Psychology and Criminology students (7 females, 5 males), aged 22–29 years, were selected through purposive sampling. Data were collected using semi-structured interviews and analysed using thematic analysis. Results Participants demonstrated a strong understanding of GBV and prevention campaigns, which shaped their perceptions of intervention strategies. Furthermore, participants supported the inclusion of men in GBV prevention campaigns and endorsed a multi-gender approach (MGA) as important in strengthening GBV prevention. However, inclusion was viewed as conditional, requiring careful structuring to ensure safety, trust, and the protection of women’s voices. Government-led campaigns were largely perceived as ineffective, inconsistent, and inaccessible, while civil society and community-based organisations were viewed as more responsive and impactful. Participants highlighted weak enforcement and limited accountability as key factors sustaining GBV. Conclusion Students recognised the importance of GBV prevention campaigns but questioned their effectiveness due to implementation gaps, limited reach, and institutional weaknesses. The inclusion of men was seen as critical for transfiguring harmful gender norms and strengthening prevention efforts. The results emphasise the need for inclusive, multi-sectoral, and community-driven approaches that balance male engagement with survivor-centred safety and empowerment.