#NOEXCUSE by Carling Black Label
As part of our Global Smart Drinking Goals efforts in South Africa, we sought to develop an initiative to address a critical national issue in the country: violence against women.
We saw an opportunity to use Carling Black Label, the largest beer brand in the country, to raise awareness among the brand's largely male consumer base, encourage behavior change, and ultimately help put an end to violence against women. This campaign is part of our commitment to invest AB InBev's $1 billion USD investment in dedicated social norms and social marketing programs and campaigns dedicated to reducing the harmful use of alcohol.
To tackle the issue, we developed the five-year #NOEXCUSE initiative in partnership with Takuwani Riime!, a community-based organization focused on driving positive change in society. #NOEXCUSE will release multiple campaigns and on-the-ground interventions that aim to drive behavior change and impart the message that domestic violence is never acceptable.
The initiatives deliberately reach out to men to engage them in the conversation, and in creating solutions. Andrea Quayle, AB InBev VP of Marketing for Africa, explained, “We are a beer brand and we've targeted the men who are used to hearing from us. We want to bring them on board, because gender-based violence is a man's issue.”
#NOEXCUSE kicked off in November 2017 with ‘16 days of activism,' including TV ads, a social media campaign, and a Men's March. We also called on South African men to pledge to take a stand against gender-based violence.
As part of the partnership, we also produced the “Soccer Songs for Change” campaign, which involved having an all-female choir change the words to a well-known football song before a major football derby in Soweto. The campaign took home the Grand Prix for radio and audio at the International festival of Creativity awards in Cannes, France, in 2018.