In November 2017 Mzansi’s most loved beer brand, Carling Black Label and it’s parent company, ABInBev, introduced the #NOEXCUSE initiative to take a stand against Gender – Based Violence (GBV). The launch of the campaign was followed by the Soccer Songs of Change activation that took place during the 3 March 2018 Soweto Derby between Orlando Pirates and Kaizer Chiefs when a group of brave women took to the field and sang a popular football anthem that was readapted for action against GBV. This work later won an internationally acclaimed Cannes Grand Prix award for Audio in June this year.
Today #NOEXCUSE is launching a groundbreaking 5-part radio and WhatsApp series called Isizathu – Don’t let Her Story Be Yours. The innovative drama series is aimed at inspiring action against abuse and will involve the unfolding of a storyline that includes various forms of excuses used daily by both perpetrators and by-standers. The first episode of the series will air today Monday, 30 July 2018 in Zulu on Ukhozi FM and in Xhosa on Umhlobo Wenene FM, as well as in English on Cape Town-based radio station Heart FM and Limpopo-based Capricorn FM.
Speaking ahead of the first radio and WhatsApp drama episode, Carling Black Label’s Brand Director, Grant Pereira, , said “Committing to a cause means pledging your involvement and finding ways to speak directly to those that are affected by it. At the start of the #NoExcuse movement, we made a decision that the journey to ending GBV would need a programme of continuous activity to make a real difference in our communities. The drama series Isizathu is an innovative way for us to combine traditional and new media channels to further engage with communities around us to end physical abuse against women forever.”
Related
“Radio and WhatsApp are extremely powerful communication tools and running the drama series on these mediums allows us to directly engage with our consumers, in audio and visual formats. With this series, we aim to touch and hopefuly change the lives of many individuals across South Africa who are victims of this abuse, as well as impacting perpetrators for them to stop committing acts of GBV,” Concluded Pereira.
Listeners are encouraged to join the Isizathu WhatsApp group to receive messages in real-time, while the drama is broadcast on radio, being able to experience the story through pictures, voice notes, messages and video clips while they listen in on the radio. Another way that listeners can be a part of the #NoExcuse movement is to take an online pledge to not be bystanders who are silent on the issue of abuse, and this can be done through visiting the campaign website on www.noexcusesa.com. Furthermore, listeners who need help can dial the Stop Gender Violence Helpline on 0800-150-150.
The #NoExcuse movement will continue to make a concerted effort in shining a spotlight on GBV as well as driving conversation and awareness about this issue. South Africans are urged to tune into Ukhozi FM, Umhlobo Wenene FM, Heart FM and Capricorn FM daily at 10h40 to gain more insight into how gender-based violence can be tackled together as a society.
Additional info on Isizathu – The No excuse Drama:
STEP 1 – Click on the relevant URL / web address from your phone
www.noexcuse1.co.za (Ukhozi FM)
www.noexcuse2.co.za (Umhlobo)
www.noexcuse3.co.za (Heart FM)
www.noexcuse4.co.za (Capricorn FM)
STEP 2 – follow the prompts
