How Carling Black Label reached more than 45 million people worldwide to fight violence against women
- Carling Black Label's #NoExcuse campaign reached 45 million people worldwide.
- The crowning event was when women performed a rendition of the well-known “Mas’hambe Nono” song during the Soweto Derby in March.
- Black Label said it took responsibility for the role beer plays in gender-based violence.
In the year where Karabo Mokoena, Courtney Pieters, and Hannah Cornelius died in gender-based-violence incidents in South Africa, Carling Black Label decided to do something about it.
Donné Wolk, marketing manager at Carling Black Label, said instead of deflecting blame, the beer company decided to take responsibility for the role beer plays in gender-based-violence.
She said Black Label’s own research revealed that men use alcohol as the number one excuse when committing gender-based-violence.
“We are aware that, while the vast majority of our consumers drink responsibly, there are some men who commit acts of gender-based violence after having abused alcohol,” Wolk told Business Insider South Africa.
Three women are estimated to be killed by their partners every day in South Africa. “As a brand that promotes responsible drinking at all times, we acknowledge that abuse of any kind, including gender-based violence, is unacceptable,” Wolk said.
The #NoExcuse campaign featured a march several gender-based-violence conversations, a march to the South African parliament on International Men’s Day in 2017, and millions of #NoExcuse branded Black Label beer cans distributed across South Africa.
The campaign also worked alongside NGO’s in communities in Limpopo and the Eastern Cape to inspire men to be great fathers, role models and mentors.
But the crowning event was in March 2018 when a group of women performed a rendition of the well-known “Mas’hambe Nono” song during the Soweto Derby where Kaizer Chiefs took on Orlando Pirates.
Halfway through the song, the lyrics were, however, adapted to highlight the violence South African women experience every day.
“It won’t happen again, my babe. What excuse will he give if this ends in a fight? Never again, my babe,” the women sang.
“Real men don’t act this way,” the women end of saying in front of a crowd of 60,000 soccer supporters.
Orlando Pirates and Kaizer Chiefs also wore #NoExcuse-branded armbands during the match, and posed with a #NoExcuse banner at the end of the tournament.
The event trended on Twitter, and helped to increase Black Label social media mentions by 823% and increased positive brand sentiment by 86%.
Black Label's Wolk said #NoExcuse is “certainly not a campaign” but “a movement.”
She sales were not measured during the campaign because “this is not the objective of the movement".
“Our long-term goal is to reduce and eradicate gender-based violence,” Wolk said.
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