SAB brings novel commitment to anti-violence marriage vows
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Cape Town - With just one day left before the start of the annual international 16 Days of Activism Against Gender-based Violence (GBV), the South African Breweries (SAB) is gearing up to launch its own quirky, yet impactful anti-GBV campaign.
Like many other organisations gearing up to launch initiatives that will highlight the focus on GBV in South Africa, SAB through its Carling Black Label brand is set to launch a provocative campaign whereby it will drive a petition for South Africans to re-write the standard wedding vows and add in the commitment to never harm their partner, and in doing so taking an active stance against domestic violence.
SAB vice-president of corporate affairs Zoleka Lisa said: “For us, 16 Days of Activism is another opportunity to push and maintain our stance against GBV. In our country, we have a worrying trend of violence that can only be addressed by us addressing it and supporting one another.
“Over the years we launched several successful sustainable initiatives aimed at combating the scourge that is GBV, but the goal was not to stop there. We believed from the get-go that to successfully tackle GBV we needed to host consistent engagements, our campaign this year forms a part of that commitment.
“We believe that it is through active partnerships that we can play a pivotal role in supporting efforts to create awareness of GBV throughout the year,” said Lisa.
The popular beer brand has also committed itself to place the #NoExcuse messaging on 1 out of 6 of its Carling Black Label cans to further aid the country in its fight against GBV.
“The idea behind placing messaging on our cans was to give South Africans the opportunity to make the vow and take a stand against GBV. Not only that, but we have also committed to launching a #NoExcuse support centre in Alexandra next month,” said Lisa.