The brand says this commitment is evident through various on-the-ground activations and programmes conducted in collaboration with Father A Nation and Lifeline.

Over the years, Carling Black Label has been at the forefront of impactful campaigns during the 16 Days of Activism, contributing significantly to the nationwide conversation on GBV.

Carling Black Label adds that these initiatives underscore the brand's dedication to leveraging its influence for positive change; they form a crucial part of Carling Black Label's long-term strategy for combating GBV.

The central theme of the 2023 '#NoExcuse' campaign revolves around the staggering statistic that every 63 seconds, a woman in South Africa becomes a victim of abuse. This alarming reality propels the brand to encourage more men to participate in the Champions for Change course, a programme designed to provide practical tools for personal growth and the cultivation of healthy relationships, according to the brand. 

Arné Rust, Carling Black Label brand director, emphasises the brand's commitment to driving change.

"The Champions for Change course is not a silver bullet, and it doesn't guarantee immediate behavioural transformation. However, it equips men with practical tools that can contribute to fostering healthier relationships. Our focus on men stems from our belief that addressing the root causes requires engaging and educating men, who, in some instances, perpetrate acts of violence," says Rust. 

While the 16 DOA serves as a concentrated period of awareness, Carling Black Label aims to emphasise that its efforts extend far beyond this timeframe. The '#NoExcuse' campaign actively engages with South African society throughout the year, reflecting the brand's commitment to being a catalyst for change on a continuous basis, says Carling Black Label. 

In a bid to capture attention and drive engagement, the campaign introduces the 63-second reminder, a powerful audio and visual message to be broadcast on SABC radio stations from Friday, 24 November.

This reminder serves to disrupt various media channels, compelling men to sign up for the '#NoExcuse' course. The brand says the message is clear: Every 63 seconds, a woman experiences GBV in South Africa, urging men to:
  • become allies
  • change their behaviour, and
  • actively contribute to reducing this alarming statistic.

Recognising the significance of social spaces, digital installation '63 Seconds' clocks will be strategically placed in taverns within GBV hotspots across the country, says the brand. These clocks will count down to highlight the sobering statistic, accompanied by free WiFi hotspots. These encourage patrons to visit the campaign's website to sign up for the Champions for Change course.

Carling Black Label's partner Father A Nation will also be hosting conversations in the taverns, inviting all men to participate in these champion chats. This approach takes the campaign directly to outlets where Carling Black Label is sold, creating awareness and driving engagement.

The six virtues of positive masculinity that underpin the Champions for Change course will be featured on Carling Black Label beer packs. They will be accompanied by QR codes that direct consumers to the full course on the Champions for Change platform.

This on-pack engagement integrates the campaign seamlessly into the consumer experience, fostering education and action, adds the brand. 

In collaboration with the Premier Soccer League, Carling Black Label says that it will seamlessly integrate the '#NoExcuse' campaign into the Carling Knockout Cup tournament during the 16 DOA. 

"Every 63 seconds, a woman is a victim of gender-based violence. Stop the clock. Take the Champions for Change course to learn how." According to the brand, this message encourages men to proactively participate in the course, emphasising that education and engagement are pivotal steps toward eradicating GBV.

To date, 41 094 individuals have successfully completed the transformative Champions for Change full course on https://academy.fatheranation.co.za/courses/. This free course is available in:
  • English
  • Sesotho
  • Afrikaans, and
  • IsiZulu.

The course focuses on positive masculinity, providing valuable tools for personal growth to foster healthier relationships and contribute to ending gender-based violence, according to Carling Black Label. 

The brand says, "We are encouraging all South Africans to take up the abridged course at noexcusesa.com, which unpacks gender-based violence and actions we can all take to overcome the pandemic as a collective society. Join the movement, access the course and be a catalyst for positive change in building a safer and more respectful society."

As Carling Black Label embarks on the '#NoExcuse' campaign for 2023, Nonjabulo Ndwandwe, the brand manager, articulates the brand's unwavering dedication to addressing the pervasive issue of gender-based violence.

Ndwandwe says that the campaign's focus on men is rooted in the commitment to offer support and essential tools for cultivating positive change.

"In launching the '#NoExcuse' campaign for 2023, Carling Black Label renews its commitment to addressing the pervasive issue of gender-based violence. Our focus on men is not about shaming but providing support and tools for positive change. The Champions for Change course is a crucial step in empowering men to actively contribute to building a safer and more respectful society," says Carling Black Label. 

"Carling Black Label's '#NoExcuse' campaign for 2023 is a powerful and comprehensive initiative that underscores the brand's dedication to combating gender-based violence. By actively engaging with men through innovative tactics, the campaign seeks to create a meaningful impact on societal attitudes, fostering a culture of respect, empathy and positive masculinity," concludes the brand. 

For more information, visit www.carlingblacklabel.co.za. You can also follow Carling Black Label on Facebook, X or on Instagram.