CASE STUDY #024
INTERNAL PROJECT SHOWCASE
City Men for Change
Programmes designed to help men change their attitudes and behaviour about gender stereotypes
IDP LINKAGES
Inclusive city
The Integrated
Development Plan (IDP) is
a plan for how the City
will prioritise its budget
spending over a five-year
cycle. The IDP is agreed
between local government
and residents, and is
adjusted to accommodate
changing needs.
City Men for Change is a support group for men who are committed to gender equity.
SUMMARY
The project aims to improve gender education and awareness through programmes designed to help men
change their attitudes and behaviour about gender stereotypes. City Men for Change is a sub-project of the
Gender Equity Programme.
BACKGROUND
The Employment Equity Department is mandated to ensure that an enabling environment is created within
the City for the transformation of gender relations and the achievement of gender equality.
The aims and objectives of this initiative are to ensure ongoing gender education, to raise awareness
amongst men and to support the initiatives of the City Wide Gender Forum.
The project aims to create a support group for men who are committed to gender equity. It creates a
forum for men to reject gender stereotypes and question the roles that oppress women, enables them to
identify and challenge institutional structures which perpetuate gender inequality in the workplace,
provides a platform for critical self-examination of men themselves, and encourages them to reflect on
how to enhance their own gender-based violence prevention programmes.
The funding for this project is provided by the Employment Equity Department.
ENABLERS
Corporate Services
Directorate
Employment Equity
Department
This case study describes one of the City of Cape Town’s innovative projects that demonstrates how the
City applies design-led thinking to support City strategies and goals and help to improve the lives of
residents. For more, scan the QR code alongside or see www.capetown.gov.za/WDC2014/
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#024: CITY MEN FOR CHANGE
INTEGRATED DEVELOPMENT PLAN LINKAGES
INCLUSIVE CITY: The programme is aimed at the creation of an enabling environment where women
and men working for the City can achieve their full potential.
HOW HAS DESIGN BEEN USED?
Of the key tools which support design-led thinking in project conception, creation and implementation, the
following are fundamental to the success of this project:
+ INNOVATION CO: The programme fits under the broader Human Resources programme which is
focused on improving working conditions within the City.
+ DREAM TEAM: The City Men for Change is a structure representative of men from various departments and directorates within the City. The committee meets regularly to plan and implement programmes. The committee brings together men with diverse skills and knowledge who, as a collective,
use these for the benefit of the programme.
+ CONSULTATION/COMMUNICATION: The City Men For Change participants engage regularly with
staff members working in depots to get input on how to improve the programme. They also present to
management teams if requested, to obtain buy-in and support for programme.
+ OPEN ACCESS TO INFORMATION: Interactive sessions with target groups are used to identify gaps.
Men are also encouraged to use the gender and diversity blog for continuous discussion and recommendations for improvement.
+ EXECUTIVE MANAGEMENT TEAM: The City Men for Change programme is internally focused on
staff working for the city. It has representation on the City-wide Gender Forum to ensure that its programme is in support of the Gender Equity programme. It also partners with various internal and external stakeholders on key campaigns related to its focus area.
+ INNOVATION CHAMPS: The team has a broad knowledge of gender-related matters and has diverse
skills in working with people. Several of its members have also undergone specialist training in gender
mainstreaming presented by the Public Administration Leadership and Management Academy (PALAMA) to ensure that they are equipped to deal with the issues at hand. In addition, on-going networking with NGOs and other stakeholders in the sector helps them to remain relevant and to generate
new ways of sensitising, educating and raising awareness among the target groups.
+ BIG THINKING, LOCALISED IMPACT: The programme is internal to the City of Cape Town but collaboration with external stakeholders helps the team to see the bigger picture while planning and implementing programmes relevant to the organisation’s internal reality.
+ COMMUNITY AT THE CENTRE, CREATIVITY ON THE FRINGE: Various platforms are used to maintain discussion with the target groups and to obtain feedback on the relevance of the programme.
DESIGN THINKING
Design-led thinking is a
collaborative and usercentric process through
which challenges are
identified and creatively
addressed to deliver
innovative and relevant
solutions. With the
responsibilities placed on a
city administration, the
core driver for embracing
design-led thinking is the
improvement of the
quality of life of citizens,
the ethos that underpins
the World Design Capital
programme.
DESIGN TOOLS
For an explanation of the
key constructs which
support design-led
thinking in project
conception, design and
implementation,see
the Toolbox.
FURTHER INFORMATION
Contact Elize Madella: elize.madella@capetown.gov.za
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