Carling Black Label reaffirms its commitment to combating gender-based violence (GBV) with the launch of its 2024 #NoExcuse campaign, aligning with South Africa’s 16 Days Against Gender-Based Violence.
This year, the campaign calls on soccer fans to stand united and demonstrate that champions of the stadium can become champions for change by protecting and uplifting both on and off the field.
At the heart of this year’s message is a clear and direct call to action, spotlighting that the real injuries happen off the field. Win or lose, there’s #NoExcuse for gender-based violence. Football fans and consumers are invited to take the Champions for Change course at NoExcuseSA.com, a program accessible both online and through manual training sessions, designed to inspire men to challenge harmful behaviors, become agents of change in their communities, and embody positive masculinity.
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The #NoExcuse campaign, launched in 2017, has consistently used football’s power to address one of South Africa’s most urgent social issues. Past initiatives such as the “Soccer Song for Change,” the “Bride Armour” campaign, and the “63 Second Final” activation have inspired action and fostered meaningful dialogue on GBV. This year, the campaign builds on this legacy by deepening its connection with soccer fans and enduring partnership with the Premier Soccer League (PSL).
Soccer is more than just a sport in South Africa—it’s a shared passion that unites communities. Recognizing this, Carling Black Label has affectionately positioned champion fans as key agents in driving meaningful societal change. Through stadium activations, impactful storytelling, and grassroots engagements, the #NoExcuse campaign aims to empower fans to spread the message that GBV has no place in society and to take action against it.
One of the campaign’s most impactful tools is the Champions for Change course, which equips participants with the skills to identify and reject harmful behaviors and challenge perceptions around women and masculinity. Past participants have shared how the course transformed their perspectives, with one stating: “The Champions for Change course taught me that being a champion means standing up for what’s right—not just for myself, but for others too.”
Carling Black Label Brand Director, Kerryn Greenleaf emphasized the brand’s focus on empowering men to lead the fight against GBV. “Our focus is not on shaming but on equipping men with the tools to be better versions of themselves. The Champions for Change course is a crucial step in building a more respectful and accountable society, both on and off the field,” she added.
In 2024, the campaign’s presence at PSL matches will amplify its message through “injury time” activations, matchday media pop-ups, community workshops, and partnerships with influential soccer figures. These collaborations highlight the shared responsibility of the soccer community to drive positive change and serve as a force for good.
Statistics reveal the urgency of this work: a woman is murdered every three hours in South Africa, and an average of 116 rapes are reported daily. These numbers underline the importance of collective action. Carling Black Label calls on soccer fans to join the movement, take the Champions for Change course, and prove that true champions stand against violence.
Looking ahead, the campaign is paving the way for a groundbreaking program within football, set to launch in January 2025. This initiative will deepen the #NoExcuse movement’s impact, reinforcing the message that there is no excuse for abuse.
For more information and to take the Champions for Change course, visit NoExcuseSA.com
