SAB has long been a champion of responsible drinking, and we constantly commit to this by collaborating with targeted partners to create thriving communities and improve livelihoods. This has been demonstrated through our varied social impact programmes and evidence-based initiatives aimed at fostering a culture of responsible consumption.
In 2021, SAB launched SAB Sharp, which focuses on enabling South Africans to enjoy our products in a safer, healthier, and responsible manner. Through SAB Sharp, we have shaped a five-year outcomes-based strategy around four (4) key pillars: Live Sharp, Drive Sharp, Talk Sharp and Sell Sharp.
We are now pleased to announce the launch of the Carling Champions Academy, with our leading brand Carling Black Label, as a flagship initiative of our Talk Sharp pillar. The Carling Champions Academy aims to change consumption behaviours, from excessive drinking to moderation in our communities. We will strive to achieve this by building a brotherhood, a network of support, where each participant has access to a variety of information to build their future together.
This year, we will pilot the Carling Champions Academy in Ga-Rankuwa, North of Pretoria, targeting unemployed young men aged 20 – 35 years old. 10 taverns around Ga-Rankuwa will be turned into safe spaces for these men to have open and authentic conversations in weekly workshops facilitated by our partner NGO, Father A Nation.
Members of the academy can also look forward to being inspired our Carling Champions Academy leaders, popular culture figures and ordinary men. These leaders will seed hope and inspire the members by sharing their relatable stories of how they have made a difference in their own lives. The participants will be also provided with relevant socio-economic tools that can enable them to change their circumstances and make better life choices.
We recruit participants to the Carling Champions Academy through two channels:
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Applicants can SMS the word Champ to 33120 and receive a reply SMS notification, for your successful registration.
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We also carry out on the ground recruitment activations, that will be held around the 10 selected taverns in Ga-Rankuwa. Registration forms will be handed out and by promoters and submitted back to them.
We believe in the potential of this initiative to help these young men take control of their future, become their own Champions, and inspire their peers and communities to do the same. #FindTheChampwithin
