Ryan Swano
A series of recent events have triggered the launch of the first annual Men Matter Silent March on 16 December 2025, but the foundations of the growing Men Matter Movement were laid 13 years ago when Iona Beukes, known to many as Iona B, initiated a social welfare programme aimed at young boys. It soon became clear to her that adult men also needed guidance, support and mental health interventions.
Momentum around her work increased when she launched a syndicated online radio show, Men On Pause, which later became the Men Matter radio show. It airs every Monday from 7pm to 9pm and focuses specifically on men and their well-being. She also hosts On Point with Iona B on Fridays from 4pm to 7pm, where she covers broader social topics and plays music ranging from Jazz Funk to Adult Contemporary and Smooth RnB.
From Boys to Men
Iona explained how she stumbled upon the need for a movement aimed at helping men.
“I have been doing social change work for 13 years now; a number even I cannot believe! It started with mentoring boys between the ages of 13 and 18 in an informal settlement called Freedom Park in Ottery. That was in June 2012. It evolved into a particular focus on men when I realized that I could inspire men to become mentors to young boys.”
“We live in a fatherless nation where too many homes are without the head and a mother (or maternal figure) has to navigate raising boys without being properly equipped to. Fathers are vital.”
From this early work, she created a radio platform that allows open discussion about men’s relationship health, social health, financial well-being and mental health. Each week she invites professionals such as psychologists, lawyers and financial advisors. She also hosts workshops aimed at men, often collaborating with organisations that focus on men’s issues.
Iona Beukes also links the Vukani Maverics organiation she is a founding member of to the sociall change work she does. With the word ‘vukani‘ meaning ‘wake up’ or ‘arise’ in both isiXhosa and isiZulu, and the English word ‘maverick’ meaning ‘unorthodox’, Vukani Mavericks is a group of change-makers and disruptors who work on projects aimed at bringing about social change.
The Men Matter Movement grew organically from the radio show, her partnerships, and the increasing number of listeners interested in honest conversations about men’s lives. Interestingly, the show also has a growing female audience, which signals broader support for acknowledging men’s struggles.
The radio show and its influence have now led to what will be the first Men Matter Silent March on 16 December at the Sea Point Promenade.
To stay up-to-date with new developments on the Men Matter Silent March, the Men Matter radio show and movement, as well as all of the other projects that Iona B is involved with, Follow Iona Beukes on Facebook.
Why There is a Need for the Men Matter Silent March
We asked Iona what motivated her to organise a silent march in solidarity with men.
“When the news hit about the man who jumped in front of a moving train on Tuesday, 2 December 2025, I felt my heart cry because I wondered what he was carrying; what it was that made him feel like throwing himself in front of a train was the only way out.”
“Just two days later, while I was still processing the train tragedy, another man, while holding his 5-year-old son, jumped into the water at Table Bay Harbour! The boy was brought to safety by people who witnessed what happened but, sadly, the father drowned.”
These incidents shocked the public, but they are only the visible tip of a growing crisis. South Africa records an average of 23 suicides every day, and men account for 80 percent of them. Most of these deaths receive no media coverage. The two highly public tragedies created a moment where the silence around men’s mental health could no longer be ignored.
“I had multiple conversations with a few men who reached out to me after these stories hit the news to share their thoughts and feelings on the matter. I had been suggesting a march over the airwaves on my weekly radio show, Men Matter, for a number of months; all the while encouraging men to make their voices heard.”
“These two tragedies, along with the deep conversations I had with men, is what sparked the planning of the silent march. Exactly a week after the first tragedy, on Tuesday, 9 December, I met with a men’s group called Men of Faith and they have boldly come on-board to march in silence and solidarity.”
Also supporting the Men Matter Movement and the Men Matter Silent March is the Men’s Group of Inspire Alliance based in Elsies River and surrounding areas, led by Steve Ross.
Men Matter Is Not Countering Women’s Rights
Many organisations and individuals have pledged support for the Men Matter Silent March, including activists, ward councillors, clergy, mental health practitioners, lawyers, advocates and both serving and retired judges.
Iona says she is particularly encouraged by the number of women who have pledged to participate. In a recent Facebook post she wrote, “Thank you to all the emotionally intelligent women who are joining the march next week. I know that your support means so much to the men who desperately need it.”
Iona emphasises that the movement does not oppose efforts to protect women and children. The silent march is not a counter-protest. It is a call to recognise that many men want to contribute positively to society and that masculinity itself is not inherently harmful. She hopes the march will shift the public narrative so that good men are acknowledged and supported in their efforts to influence change.
“Why a silent march you may ask? This is Soft Rebellion against Hard Persecution. Not all men are rapists. Not all men are abusers. Not all men damage and destroy.”
Iona B paused for second, before saying “Men marching quietly says Our Maculinity is Not Toxic“.
The choice of Sea Point Promenade is simply practical, not symbolic of contesting the space used for anti GBV marches. “I had to come up with a space where we could do the Silent March without having to jump through bureaucratic hoops and without having to get any special permissions. The only two such prominent spaces are Greenpoint Park and the Sea Point Promenade.” She added that the organisers are liaising with SAPS and the City of Cape Town’s Law Enforcement for cooperation.
Why Men’s Mental Health Should Matter in South Africa
Men’s mental health struggles manifest in many harmful ways, including suicide, violence, addiction and family breakdown. Men are approximately four to five times more likely to die by suicide than women and make up nearly 80 percent of all recorded suicides.
When Men Heal with Danny Ross – Focus on Men’s Mental Health
Men grow up being told that “cowboys don’t cry” and are socially conditioned not to talk about their problems. Even when help is available, many refuse to seek it. Admitting emotional struggle is still seen as weakness. This silence fuels a national crisis. South Africa has one of the highest suicide rates in the world, with an age standardised rate of 22.3 per 100,000 people. In 2019, 13,774 suicide deaths were recorded; 10,861 were men.
A society that supports men’s mental health will also see a reduction in social ills, including gender based violence, child abuse, violent crime, road rage, substance abuse which in turn have other related harms.
“My unwavering commitment to advocating for men comes from having had my own painful experiences at the hands of emotionally damaged men and discerning that healed men can heal this nation, one wounded soul at a time.”
Taking the Men Matter Movement into The Future
Iona is proud that the Men Matter Movement has grown organically. Although her intentions have always been deliberate, the movement’s formation was not planned. The Men Matter Silent March is expected to become a catalyst that gives the movement its future direction and a stronger momentum.
“We aim to foster collaboration between the organisations, men’s groups like that of Inspire Alliance and Men of Faith, individual activists, professionals and other role players involved in the first Men Matter Silent March to develop programs which create spaces that are conducive to men’s mental health and wellness.”
Follow Iona Beukes on Facebook
She believes the future of the movement lies in ongoing cooperation, and in allowing it to grow naturally, without too many rigid structures that could limit its reach. Her hope is that through collaboration and community support, society will begin to understand that the world becomes safer, stronger and more compassionate when we finally accept that Men Matter.
