Carling Black Label - #NoExcuse Soccer Songs of Change

Category: Better World


Gender-based violence increases after major soccer games, with alcohol often a factor. Carling Black Label wanted to use its connection to soccer to stand against this violence at the biggest game of the year, before 80,000 people in-stadium and millions more watching. An all-female choir sang a soccer anthem just before kick-off, changing the words halfway through to highlight the issue of abuse. TV commentators were briefed to discuss and support the message, players wore armbands and posed for a united picture post match for the first time,and the activity was supported and amplified by a comprehensive media and content plan.

Brand: Carling Black Label
Lead Agency: Ogilvy Cape Town
Zone: Africa
Country: South Africa

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