The hot news of Carling Black Label’s #NoExcuse 2023 campaign once again demonstrates the brand’s commitment to the fight against gender-based violence. While every year, for 16 days, the 16 Days of Activism campaign draws attention to this issue, Carling Black Label wants to surpass this period by implementing a year-round initiative to make things happen.
The heart of this campaign focuses on an alarming statistic: every 63 seconds, a woman becomes a victim of violence in South Africa. This shocking figure motivates the brand to encourage more men to participate in the “Champions for Change” program. This program aims to provide practical tools to promote personal growth and building healthy relationships.
Arné Rust, Brand Director of Carling Black Label, emphasizes the brand’s commitment to driving change: “The Champions for Change program is not a silver bullet and does not guarantee an immediate transformation of behavior. However, it provides men with practical tools that can help foster healthier relationships Our choice to target men stems from our belief that addressing the root causes of violence requires engaging and educating men, which in some cases. , commit these acts of violence.”
The #NoExcuse campaign is committed to raising awareness and mobilizing South African society throughout the year, beyond the 16 days of activism. To raise awareness and encourage participation, the campaign is launching the “63 Second Reminder”, a powerful audio and visual message broadcast on SABC radio stations from 24 November 2023. This reminder aims to disrupt various media and encourages men to sign up for the #NoExcuse course. The message is clear: every 63 seconds, a woman experiences gender-based violence in South Africa, inspiring men to become allies, change their behavior and actively help reduce this alarming statistic.
The brand is not limited to traditional media to reach its audience, it has also planned digital installations titled “63 Seconds” in taverns located in areas with a high prevalence of gender-based violence across the country. These clocks will count down the seconds to highlight this alarming statistic, accompanied by free Wi-Fi hotspots encouraging customers to visit the campaign website to sign up for the Champions for Change program. Additionally, campaign partners Father A Nation will host tavern chats, inviting all men to participate in these discussions. This innovative approach makes it possible to directly reach Carling Black Label sales locations and create active awareness and participation.
The six virtues of positive masculinity that underpin the Champions for Change program will be highlighted on Carling Black Label beer packaging, accompanied by QR codes directing consumers to the full program on the Champions for Change platform. This on-pack engagement seamlessly integrates the campaign into the consumer experience, driving education and action.
In collaboration with the Premier Soccer League, Carling Black Label will also integrate the #NoExcuse campaign into the Carling Knockout Cup tournament during the 16 Days of Activism.
This committed campaign aims to mobilize men to become aware of their role in the fight against gender-based violence. With more than 41,094 people having already successfully completed the Champions for Change program, it is clear that the Carling Black Label initiative is already having a definite impact. The program, available in multiple languages, focuses on positive masculinity, providing valuable tools to foster personal growth and build healthier relationships, in order to end gender-based violence.
It is time for each of us to take a stand and commit to fighting gender-based violence. Join the movement, access the program, and become a catalyst for positive change to build a safer and more respectful society.