The South African Breweries (SAB) efforts to confronting social ills remains a priority in recognition of the international 16 Days of Activism for no violence against Women and Children
As we approach international 16 Days of Activism for no violence against Women and Children, The South African Breweries (SAB) 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 aim to decrease the scourge through partnerships with Father a Nation (FAN), 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 which began in 2017, has developed a strategy which maximize the effectiveness of the #NoExcuse messaging across the country, through soccer events, Tavern interventions, College workshops, Man Camps, Champion Conversation and staff workshops. These initiatives have in total reached 121,793 people.
In more recent times, when the pandemic first hit, there was a worrying increase in gender-based violence. Carling Black Label’s #NoExcuse movement against Gender Based Violence, in partnership with FAN, 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. 40% 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 Carling Black Label team will launch a provocative campaign where 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, a commitment that all South Africans can make to oppose domestic violence. Additionally, the #NoExcuse messaging will feature on 1 out of 6 of our Carling Black Label cans to further helps fight the incidence of GBV in South Africa. On the cans we are giving men all over South Africa the opportunity to make the vow and take a stand against GBV. Lastly, further to the work that FAN will be undertaking with Carling Black Label, a #NoExcuse support center will be opened in Alexandra in December.