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 which drove awareness of the issue, created conversations and provided tools for positive action.
Carling Black Label's brand has always been about masculinity and football is a key pillar of South African masculine identity. Carling Black Label is a major sponsor of both of SA's biggest ^ club teams – Orlando Pirates and Kaizer Chiefs.