Over the past few days, you might have noticed a wave of purple colour taking over your social media feeds.

From captions to profile pictures, timeline has now become a virtual lavender garden.

South Africans and now people across Africa are turning their profiles purple in a strong demonstration of digital solidarity ahead of the G20 Women’s Shutdown, scheduled on November 21, 2025.

What was initially a local campaign has rapidly become a continental statement, ” a cry for attention ,a call for justice and a reminder that Gender-Based Violence (GBV) is no longer a statistic, but a national crisis.”

The purple avatars are designed to bring the shutdown into the digital realm and amplify calls for urgent action to put an end to gender-based violence and femicide (GBVF).

The Movement That Began It All.

Women For Change, a South African civil society organization spearheading the demand to have the government intervene urgently in relation to GBV and femicide, launched the purple profile campaign.

They have mobilized the people to “shut down the country, both digitally and physically for one day,”demanding that GBV should be declared a national disaster.

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Its timing is also symbolic as it precedes the G20 Leaders’ Summit which will be hosted in South Africa and this allows activists to have a global platform to be heard.

Through hashtags, black attire, and online activism, supporters are ensuring that no one keeps this crisis a secret.

Why Purple?

The history of purple is strong in the movement of women rights.

It was one of the colours of the suffragettes and it represented justice and dignity.

For this campaign, purple is a symbol of resistance, unity, and remembrance, a colour that communicates both grief and hope.

As one activist explained, ” purple is the colour of women who are exhausted ; exhausted with mourning, exhausted with fear and ready to change.”

By changing their profile pictures, even people who are not able to participate physically in the protests can express their solidarity online, making the online timelines the virtual protest grounds.

Why It is Trending Beyond South Africa.

The social media has once again demonstrated that movements have no boundaries.

The purple colour has spread to Kenya, Nigeria, Botswana, and Ghana with users across the continent rallying around the purple takeover by posting emotional posts, black attire photos, and videos pledging their attendance at the 15 minute standstill.

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Interestingly, men are also on board. From Influencers to regular users ,a large number of people have come on board, changing their profile pictures and making their voices heard.

What the Shutdown Calls For

Women For Change has outlined five simple yet effective steps for November 21:

Don’t work: Step away from both paid and unpaid labour to symbolise the invisible work that women do daily

Don’t spend: Withdraw from the economy for one day as a demonstration of economic strength and outcry.

Lie down at noon: Participate in the 15-minute standstill at 12:00 PM where one minute will be spent in honor of every 15 women who are killed each day in South Africa as a reminder of the lives taken because of GBV.

Wear black: Dress in mourning and resistance, representing pain, anger, and resilience.

Change your profile picture to purple: Make visible the shut down and maintain the discussion.

When Activism Faces Backlash.

The purple wave like any other significant social movement has not escaped criticism.

Some users on the Internet have dismissed it as,” performative activism,” arguing that it is not real action when a profile picture is changed.

However, participants have retaliated. One user said “Visibility is everything.

Others have unfollowed critics, claiming that it is not about being able to make people take part in the campaign but to raise awareness.

A viral comment by Phumi Mpumi summed it up perfectly: “You may call me whatever you like or even block me I truly don’t care.

However, mocking the Purple Colour Movement reveals a great deal about your lack of empathy and awareness.

This movement was established for a serious reason, countless women and children have lost their lives to gender-based violence (GBV).

It is deeply insensitive to turn such a tragedy into a joke.

We live in South Africa, where violence against women is a devastating reality that can affect anyone, you, your loved ones, or even your future children.

Imagine your own daughter coming home after being assaulted; you would want support, not mockery.

So before making tasteless jokes, remember that your words reflect your character.

If you choose not to support the cause, that’s your choice but at the very least, keep your disrespect to yourself.

GBV is a national crisis, not a source of entertainment.

Let’s learn to read the room, grow in compassion, and stand united in support of survivors and victims.

Sending love and strength to all who have suffered or lost their lives to assault, rape and GBV in general. #WomenForChange .”

The reaction highlights a greater fact, sometimes what seems as a minor digital gesture can lead to very serious discussions, solidarity and, eventually change.

Why This Matters

In South Africa, the rate of GBV remains high in the world.

As per national and UN statistics an average of 15 women are murdered daily, and in most cases by their intimate partners.

The purple profile is not just a statement to many but a very personal one.

The campaign reminds that the battle against GBV is not finished yet. It demands compassion, learning, responsibility, and togetherness.

A Call to Action

The world will be watching November 21. You can be a part of this historic moment whether you are in South Africa or any other part of the continent.

Show solidarity: make your profile picture purple, dress in black, and post verified content and if possible, participate in the standstill.

As activists say,” when a nation stops even for 15 minutes, the world starts to pay attention.

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Purple profile picture signalling call for change
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