SAB says, "As we approach international 16 Days of Activism for no violence against women and children, the South African Breweries remains committed to partnering with key stakeholders in confronting social ills."
In an effort to assist in tackling social ills, SAB's Carling Black Label (through the '#NoExcuse' campaign) has been able to create a platform that aims to decrease the scourge through partnerships with Father a Nation (FAN). FAN is a non-profit company that addresses gender-based violence, crime and fatherlessness by restoring and equipping men to be nation-builders, fathers and role models.
The partnership began in 2017 and has developed a strategy that maximizes the effectiveness of the '#NoExcuse' messaging across the country. This is through:
- soccer events
- tavern interventions
- college workshops
- man camps
- champion conversation, and
- staff workshops.
These initiatives have in total reached 121 793 people.
Carling Black Label's movement created a Whatsapp based helpline (0800 150 150) for potential victims and perpetrators to be able to have a 'silent' conversation with a counsellor or a mentor.
Upon launch of the initiative, the line received on average 5 000 unique interactions per week. Fourty percent of the interactions were men seeking mentorship that de-escalated situations before they turned violent. Between April and December 2020, 11 853 people reached out via the Whatsapp line.
"We believe that through partnering with government, we can play a pivotal role in supporting efforts to create awareness of GBV throughout the year. We acknowledge that social ills of this magnitude require intensive work to turn around and initiatives such as the '#NoExcuse' have covered impressive grounds in the impact it has made in raising awareness of this plight in society," says Zoleka Lisa, SAB's vice president of corporate affairs.
This year, in recognition of the 16 Days of Activism, the beer brand will challenge South Africa to petition for a re-write of the wedding vows to acknowledge the promise never to harm your partner.
The '#NoExcuse' messaging will feature on one out of six of Carling Black Label cans to further help fight the incidence of GBV in South Africa.
On the cans, the brand is giving men all over South Africa the opportunity to make the vow and take a stand against GBV. A '#NoExcuse' support center will be opened in Alexandra in December.
For more information, visit www.noexcusesa.com