#NoExcuse: Turning champions of sport into champions for change
|Published
Gender-based violence (GBV) in South Africa is not just a harrowing societal issue—it’s an epidemic, one that demands an unrelenting, unified response.
Despite significant legal protections, the prevalence of GBV underscores a deep-rooted cultural crisis, perpetuated by harmful gender norms, toxic masculinity, and systemic inequities.
This year, Carling Black Label’s #NoExcuse campaign took centre stage in the national fight against GBV, blending the unifying power of soccer with a clarion call for men to lead the charge in breaking cycles of violence.
GBV: A Crisis that Demands a Proactive Male Response
The recent First South African National Gender-Based Violence Study (2022), published by the Human Sciences Research Council (HSRC), paints a stark picture.
Men’s attitudes and behaviours toward gender norms are a predominant driver of GBV, with many perpetrators influenced by hazardous alcohol consumption, untreated trauma, and rigid, culturally ingrained perceptions of male dominance.
Alarmingly, despite high awareness of South Africa’s GBV laws, many men perceive them as lenient toward women, fuelling justification for violence in certain circumstances.
It’s a sobering reminder that solving GBV requires men to step up as active participants in cultural and behavioral change. Campaigns like Carling Black Label’s #NoExcuse are designed to spark that change by engaging men where they’re most receptive—in spaces of shared passion, like soccer stadiums.
The #NoExcuse Campaign: Transforming Passion into Action
Carling Black Label’s #NoExcuse campaign, now in its seventh year, leverages the energy and unity of South African soccer culture to tackle GBV head-on.
This year, the campaign calls on soccer fans to demonstrate that champions on the field can also be champions in life. The message is clear: whether you win or lose, there’s #NoExcuse for gender-based violence.
The campaign’s flagship initiative, the Champions for Change course, empowers men to identify and reject harmful behaviours, reframe their understanding of masculinity, and become agents of positive change in their communities.
Accessible both online and in-person, the program offers tools for men to take actionable steps toward healthier relationships and stronger communities.
The course isn’t about shaming—it’s about equipping men to rise as better versions of themselves. As Carling Black Label Brand Director Kerryn Greenleaf explains:
“Our focus is on providing men with the tools to build a more respectful and accountable society. The Champions for Change course is a crucial step in fostering that transformation.”
Beyond 16 Days: Turning Activism into Everyday Action
While the 16 Days of Activism Against GBV shines a critical spotlight on the issue, real change requires year-round effort. Jaco van Schalkwyk, founder of The Character Company (TCC), emphasizes:
“We won’t ever solve GBV in South Africa over 16 days. This needs to be an everyday effort. The messages we hear during this time must inform how we talk about GBV all year long. And we can’t just talk—we need to take actions that result in measurable change.”
Through mentorship programs like TCC’s, boys growing up without father figures are paired with volunteer male mentors who model values like respect, empathy, and emotional intelligence.
This proactive approach helps dismantle the toxic narratives that lead to GBV, offering young men healthier frameworks for masculinity.
Carling Black Label’s #NoExcuse campaign echoes this commitment, using its platform to amplify the call for sustained change.
The brand’s partnership with the Premier Soccer League (PSL) ensures the message reaches millions, through matchday activations, injury-time awareness events, and grassroots workshops.
Uniting Fans Against GBV
Soccer, as a unifying cultural force, offers an unparalleled opportunity to drive societal change. Carling Black Label harnesses this energy by challenging fans to adopt the Champions for Change mindset—to protect and uplift their communities, just as they rally behind their teams.
The campaign also promises a groundbreaking football program in January 2025, expanding its legacy of using sport as a catalyst for GBV awareness and prevention.
From stadiums to communities, Carling Black Label’s initiatives demonstrate that addressing GBV requires a collective effort, starting with individual accountability.
A Call to Action: No Excuse for Inaction
With GBV statistics in South Africa reaching crisis levels—116 rapes reported daily, and a woman murdered every three hours—it’s clear that standing on the sidelines is no longer an option.
Carling Black Label’s #NoExcuse campaign is a rallying cry for men to take ownership of their role in ending GBV.
Soccer fans, fathers, brothers, and mentors are urged to take the Champions for Change course at NoExcuseSA.com or volunteer with organizations like TCC.
True champions rise not only on the field but in their communities, proving that there’s never an excuse for gender-based violence.
Together, we can turn passion into purpose, ensuring that the real victories are won where they matter most—at home, at work, and within our hearts.