Carling Black Label, the biggest beer brand in Africa, is the inaugural supporter of the #NoExcuse movement. The brand believes that Gender Based Violence (GBV) is a problem caused by men and it is therefore up to men to take action and put an end to these atrocities in our society. The initiative was launched in November 2017 as Carling Black Label recognizes its position in society as a beacon of positive masculinity.
The movement’s most recent campaign “Champions For Change” seeks to address the challenges that men face when it comes to expressing their feelings and ultimately resorting to violence. Through this realisation, #NoExcuse in partnership with Father A Nation and Lifeline encourages men to find healthy outlets to express their emotions through art, football as well as the 6 virtues which define a champion man to guide them, when words are not enough to express their feelings.
This campaign’s objective is to break the cycle of silence. Silence is the biggest killer in society. #NoExcuse aims at changing the narrative and aiding men who suppress their emotions or spectators of abuse who are silent, to speak up and break the cycle. Where words fail, the campaign has incorporated the element of art to enable the expression of emotions and find alternative ways of expressing themselves.
For the Champion For Change campaign, #NoExcuse collaborated with 6 local award-winning artists to create art pieces inspired by each of the 6 virtues of a champion man. This is in line with #NoExcuse’ holistic approach, which is aimed at driving awareness, creating conversations, and providing tools for men to take positive action as a means of driving change.
The 6 virtues of a champion man act as words of assurance and positive affirmations to combat a negative turn of events;
- Brother, you are strong– Use your strength for good.
- Brother, you are needed– You have an important role to play
- Brother, you are man enough– No one else and nothing else makes you a man, only you do.
- Brother, you are not alone– No one is designed to walk this road alone.
- Brother, you can shape the future– Be the kind of man you want your daughter to marry one day and the kind of man you want your son to become.
- Brother, you can make the world a better place– Make sure your community and country are better because of you.
“As a brand, it is our duty to encourage our consumers to drink and act responsibly. We have a responsibility of protecting the women of South Africa by addressing the real problem, as the solution to ending GBV is addressing and assisting men. We do so throughout the year with Father A Nation and Lifeline. We have conceptualized a way in which men can express their feelings without resorting to violence and we went in the direction of art. We would further like to raise awareness about our Champions for Change (C4C) course which equips men with practical tools to become better men.” Said Carling Black Label’s brand director, Arne Rust.
The 6 local artists that the brand collaborated with are: Bambolwani Sibiya, who is a graphic designer born and bred in Johannesburg.
Limpopo bred, Nkhensani Rihlampfu, is a multidisciplinary artist.
Martyn is an artist, lecturer designer from Johannesburg.
Vivien Kohler, born in Cape Town and now based in Johannesburg is a 2D and 3D sculpturer.
Senzo Shabangu, born in the village of Driefountein, Mpumalanga and now lives in Johannesburg is a multidimensional artist.
Lasty, Raymond Fuyama, a deaf and self-taught artist from Zimbabwe. Fuyama uses art as means of expression as he is unable to verbally articulate himself. His art speaks what he is unable to articulate himself which aligns with what the campaign aims to achieve: alternative outlets of expression.
Some of the artists shared that they grew up being told that men don’t cry, and men don’t express their feelings, and all agree that society has shaped this thinking. “For me, this campaign shows me that I am in control of my life, and I can do anything. Brother, you can shape the future” expressed Raymond Funyana
The art pieces, which were created to communicate the 6 virtues of a Champion Man will be available for purchase while some have already been sold at a #NoExcuse Live Auction at Keyes Art Mile. For more information on the 6 virtues of the Champion Man, go to www.6virtues.co.za to complete the course.