Ab InBev Africa: Carling Black Label - Soccer Song for Change

Carling Black Label, a beer brand, raised awareness of the correlation between a football team losing and the increased violence against women in South Africa by replacing its branding with #NoExcuse and changing the lyrics of a popular song.

Background

Armed with only a song, #NoExcuse reaches millions

Soccer Song for Change a key part of Carling Black Label's #NoExcuse campaign against gender based violence – is the definitive example of innovation and creativity delivering an unique marketing element that landed right in the heart of the target market and gained extraordinary earned media exposure.

#NoExcuse is a brave campaign as it involves a beer brand openly acknowledging the clear link in many instances between the abuse of alcohol and the abuse of women.

The primary goals of #NoExcuse were to build a movement...

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