Having launched the bold #NoExcuse movement in November 2017, the start of 16 Days of Activism marks 3 years of Carling Black Label’s long-term initiative which focuses on driving positive change amongst South African men.
The movement’s holistic approach to be a “lighthouse for positive masculinity”
is aimed at driving awareness, creating meaninful conversations and providing useful tools for men to take positive action as a means of driving change.
As one of the most influential sporting codes with a largely male audience in South Africa, on the first day of 16 Days of Activism, The Premier Soccer League (PSL) has announced its partnership with the #NoExcuse movement.
PSL Chairman, Dr Irvin Khoza announced the partnership on Wednesday in a virtual press conference and emphasised the importance of the #NoExcuse movement.
“The mission is to make sure that the #NoExcuse movement becomes a national, continuous movement that goes beyond the 16 Days of Activism – we want all our members to set an example for the rest of the nation,” said Dr Khoza.
Since its inception the #NoExcuse movement has hosted various activations in close partnership with Men’s Organisations such as Takuwani Riime and Father-A-Nation.
In the year 2017 the movement saw thousands participate in a mass demonstration to Parliament on International Men’s Day under a clarion call of Ending Gender-based Violence, culminating in a Men’s declaration in support of ending violence against women.
Based on statistics which indicate that there is a greater incidence of GBV after sporting fixtures, in 2018, the movement saw an opportunity to activate at one of the most watched football matches – the Soweto Derby (Orlando Pirates v Kaizer Chiefs) which had a combined viewership and engagement of at least 80% of South Africa at the National Stadium in March 2018.
Carling Black Label Brand Director, Arné Rust echoed the Chairman’s words.
“We are proud to strengthen our long standing relationship with the PSL. We have witnessed the impact our joint efforts have had in empowering Champion fans and we hope to carry this momentum into this partnership.”
The partnership will ensure that each member of the Premier Soccer League will undergo the Champions for Change (C4C) Course, either online or through in-person training by the movements’ on-the ground partners, Father-A-Nation which is spearheaded by 2019 Humanitarian of the Year award recipient, Craig Wilkinson.
“In addition to the C4C Course that we are offering to members of the PSL, we will be encouraging players from both the PSL & NFD, including the technical staff to take action against GBV and make the RenewALL vow which is in line with the movement’s 16 Days of Activism campaign. The RenewALL campaign calls on all men to RE-NEW what they stand for in their relationship. RE-COMMIT to helping in the fight against GBV and to RE-BEL against the idea that they cannot help.” Said Rust.
For more information, consumers can visit the #NOEXCUSE website on http://www.noexcusesa.com or follow the conversation by visiting the Carling Black Label verified pages on social media.