Ogilvy South Africa


Carling Black Label

The Brief

In 2019 the barbaric rape and murder of Uyinene Mrwetyana sent a new wave of shockwaves through the nation and the rest of the world. The #AmINext movement took over the country. GBV is not a woman’s problem. It’s a man’s problem. So, we called on the men of South Africa to address the issue.

The Solution

Introducing the #noexcuse igwijo. A free-flowing traditional way of singing used by generations of men in South Africa. Our igwijo lyrics called men into action, incorporating the 6 Virtues of a Champion Man. Our launch coincided with 16 Days of Activism Against Gender-Based Violence. The #noexcuse Igwijo sounded out across the internet on social and placed the igwijo 6 virtues into men’s hands. The social push encouraged our #noexcuse igwijo to be sung and shared in communities across the country. There was a direct 19% increase in men directly reporting violence against women, and a 96% brand approval rating.