Why your friends’ social media profiles are suddenly purple
By Aloys Michael, November 11, 2025Over the past few days, you might have noticed a wave of purple colour taking over your social media feeds.
From captions to profile pictures, the timeline has now become a virtual lavender garden.
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South Africans and people across Africa are now turning their profiles purple in a strong demonstration of digital solidarity ahead of the G20 Women’s Shutdown, scheduled for 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).
Where it began
Women For Change, a South African civil society organisation spearheading the demand to have the government intervene urgently in relation to GBV and femicide, launched the purple profile campaign.
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They have mobilised the people to shut down the country, both digitally and physically, for one day, demanding that GBV be declared a national disaster.
Its timing is also symbolic, as it precedes the G20 Leaders’ Summit, which will be hosted in South Africa, allowing 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’s 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.
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 trend beyond S.Africa?
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.
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.
Call to action
Women For Change has outlined five simple yet effective steps for November 21, 2025.
Do not work: Step away from both paid and unpaid labour to symbolise the invisible work that women do daily.
Do not 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 honour 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 shutdown and maintain the discussion.