Marie Claire’s Editor Responds To Questions Raised By The #MCInHerShoes Campaign

Dear Marie Claire readers

I am devastated that there has been such a backlash to our #MCInHerShoes campaign on social media.

I can see that we have made a lot of people very angry, and for that I am sincerely sorry. We respect our readers and would never wilfully upset them.

Our intention with the #MCInHerShoes campaign was a straightforward one: to create a striking and challenging campaign that would attract attention and debate about gender-based violence in a society that is suffering from cause fatigue, especially when it comes to the seemingly insurmountable problem of rape and violence against women. We also wanted to raise money for a cause.

From those of you who feel strongly that the campaign concept was flawed from the start, to those who appreciate our intentions were in the right place but are genuinely confused by our choice of men – we have read your tweets, comments and opinions. We are not ignoring you. Anything but.

Why did our campaign focus on men rather than women? We strongly believe in the idea that violence against women is not just a women’s problem and that if we do not bring men into the dialogue and into the campaign, we are speaking to ourselves about our own problems. We need to make it ‘our’ problem (both men and women). We have done many campaigns focused on women over the years. This year we knew – in the face of such high figures of gender-based violence – that we needed to speak to men. We hoped that if we chose the right ones, other men would listen.

To those who have noted that gender stereotypes like high heels are not helpful, I agree. Of course, gender identity is not about objects like shoes. It was a symbolic gesture with a meaningful subtext. We sought a consistent and strong visual message: that men put themselves in our shoes. That they feel uncomfortable and vulnerable. It is obviously an idea that lends itself to much debate and I am pleased we are having it. But I can absolutely see your point regarding the oversimplification.

While many of you have been able to look beyond the binary stereotype we presented and see through to the heart of our campaign (and thank you for that), many of you have not been able to see past the men we have selected.

I stand by the men who participated with an open heart in the campaign. They engaged sincerely with what we were asking from them, and while I accept that simply donning a pair of heels does not put you in our shoes, the act was symbolic and the feelings and ideas it generated were powerful for these men.

Many of you have asked why I chose ‘abusers’ and ‘misogynists’ for our campaign.

I need to explain myself. I chose DJ Euphonik precisely because he had this shadow hanging over his head; he and I discussed it at length and I believed it would make a powerful statement about how wrong gender-based violence is. I feel, in retrospect, we should have made the reason we included him clear from the start. I can see how it is very upsetting for many people but please know that I did it in good faith.

I also feel that the group of men in the campaign is such a mixed bag of male identity that it would make the biggest impact on all men in South Africa – especially the ones who have made jokes at women’s expense in the past. I felt the fact that they had pinned their feminist flags to our campaign was a very strong message. I wanted the campaign to speak to as many men as possible. In a chauvinist society that is quick to label and abuse people, this is a powerful act. It in no way equates with the suffering of victims of gender-based violence – that was never the intention.

I may have been misguided in these ideas, for that I apologise. I can see your criticisms and I take them very seriously and to heart.

So I invite you to speak to me about it – somebody on Twitter asked for my telephone number because they felt I was not listening to them. I am on my show from 1-2pm with Mabale Moloi on CliffCentral – please call 0861 555 189 I will take all questions with sincerity and in the spirit of open, humble discussion. You can also tweet your questions to @CliffCentralCom.

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