The campaign is driven by Zimbabwe’s growing trend in the distribution of sexually explicit images and film footage taken in private. The images are usually distributed either online (on social media applications such as WhatsApp and Facebook) or on popular tabloid newspapers, The B and H-Metro. This is usually done to humiliate, intimidate, dehumanise and degrade. While victims of revenge porn can be either male or female, women are the most affected by it.

The absence of a criminal law protecting the privacy of private communications involving sexual expression from publication without a subject’s consent makes it difficult for women to seek recourse, as they fear stigmatisation and being prosecuted themselves. This campaign seeks to criminalise distribution of intimate images taken in private through lobby, a media campaign and raising awareness on the rights to privacy and dignity.