South African Breweries (SAB) has launched a campaign titled #NoExuse ahead of 16 Days of Activism which begins on the 25 November.
Andrea Quaye Ab Inbev VP, Marketing for Africa Zone says the campaign is an open platform movement, inviting South African men to take a stand against violence and refrain from throwing any excuses of abuse.
Quaye says they chose to use one of their biggest selling products- Carling Black Label to convey that the alcohol they produce cannot be used as an excuse for women abuse anymore.
We believe that gender based violence is not a women's problem. Carling Black Label is about masculinity and is about instilling pride in masculinity.— Andrea Quaye Ab Inbev VP, Marketing for Africa Zone
We believe if we speak to men, they will listen to us says Quaye.
Quaye says they are aware that there are men who abuse alcohol and the link between alcohol abuse and gender based violence.
We do not encourage the irresponsible consumption of alcohol.— Andrea Quaye Ab Inbev VP, Marketing for Africa Zone
Quaye goes on to say there a few more campaigns SAB will be embarking to further increase the awareness not only on gender based violence but also on responsible consumption of alcohol.
For more on the #NoExuse campaign click on the audio below: