LUX with Volleyball South Africa will host the Durban Open Beach Volleyball tournament in the South African leg of the Change the Angle initiative which aims to highlight sexism in sport and challenge media to change the focus of women sport coverage from one that objectifies female athletes to one that celebrates their sporting prowess and achievements.
While female inclusivity and transformation in sports has made significant progress globally over the years, resulting in growing popularity and support of professional and amateur female athletes, much of the media coverage of women athletes still misses the mark, focusing on female bodies rather than sporting achievements.
The tournament will be organized by KwaZulu-Natal Volleyball, sanctioned by Lux, and will take place over two days (15 & 16 April) on the Durban beachfront. Top beach volleyball teams, sports commentators, and officials within the sports community, are rallying behind the call by LUX to Change the Angle and end the objectification of women in sports through the live tournament. The tournament will be broadcast live on SABC 2.
Commenting on the significance of the upcoming tournament during a media briefing in Durban, President of KwaZulu Natal Volleyball Aadil Khan said, “as KZN Volleyball, we are proud to have the opportunity to host the first women’s Volleyball beach tournament in South Africa with our sponsor LUX. The Durban Open Women’s Beach Volleyball is a huge step forward and does much to celebrate the year of Women in Sport, and we hope this is an annual event going forward. We are very pleased to have a sponsor like LUX that supports the cause against the objectification of women. We support the call for media to change the angle of female sports coverage and encourage the greater stakeholder community to rally behind the initiative.
The event also marks the announcement of the partnership between LUX and non-governmental organisation Sonke Gender Justice. LUX has partnered with Sonke on a programme which aims to support women and girls against everyday sexism and effect behavior change towards harmful gender stereotypes that hinder women’s ability to express their beauty fully and authentically. Sonke has hailed the initiative by LUX as ground-breaking and a step in the right direction that will give a major boost to South Africa’s gender justice agenda.
“Women in sports are 10 times more likely to be objectified by camera angles that focus on certain body parts compared to their male counterparts. As a beauty brand that celebrates the strength of women’s beauty, we have an opportunity to leverage our scale as a female centric brand to help reframe the female narrative in sports coverage. What better way to do it than through one of the most sexualised sporting codes with stakeholders and athletes who have first-hand experience of this prejudice” Lux Global Brand Vice President Severine Vauleon says.
“This initiative is part of our Positive Beauty mission, which is at the heart of our Beauty, Wellness and Personal Care category, championing progressive commitments and actions for our brands into a new era of beauty which is equitable and inclusive. LUX is one of SA’s most iconic heritage brands representing all women, earning itself a heartfelt voice to challenge beauty stereotypes by supporting women in different aspects of their lives. A woman’s beauty is inclusive of her strength, her capabilities, and her talent. LUX “Change the angle”, amplifies the voices of women in sport and their strength on the field or on the court.” – Sphelele Mjadu, Unilever Beauty, Wellbeing & Personal Care Senior PR Lead for Africa
“To end everyday sexism, which includes the objectification of women’s bodies, men must also be educated on perspectives, experiences and challenges women face and then engaged as their crucial allies working hand in hand to transform the world into a place where men and women can thrive equally in sports.” Dumisani Rebombo, Sonke Gender Justice Gauteng Provincial Manager.
Members of the media are invited to the two-day tournament as follows:
DATE: 15th & 16th April 2023
VENUE: North Beach, Durban
TIME: 08h00 – 17h00
Media accreditation and interview related queries may be forwarded to Murunwa Mafadza ([email protected]) or Samukele Ngubane ([email protected])
This media release has been published in partnership with LUX
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