Ogilvy & Mather led the FNB stadium Carling Black Label #NoExcuse campaign against women abuse. A #NoExcuse female choir sang ‘Asambe Nono’, a well-known South African football song, just before kick-off in front of 85,000 people at the PSL game between Kaizer Chiefs and Orlando Pirates on 3 March 2018.
The lyrics of the song suggestively say, ‘Let’s go, my baby, let’s go and sleep’. As part of the #NoExcuse campaign, the ‘Asambe Nono’ lyrics were changed to tell the all-too-common story of a South African woman being abused by her partner when he comes home under the influence from a soccer match which his team has lost. The chorus said there was no excuse for women abuse.
The revised lyrics were shown live on the big screen at FNB Stadium and the choir’s performance was televised on SABC and SuperSport. The football players were standing behind a #NoExcuse banner to show their support in the fight against women abuse.
VP Marketing for ABInbev Africa, Andrea Quaye, said, ‘When we launched #NoExcuse last year with a Men’s March and a major television commercial, we vowed to follow through and continue to drive positive change. The Soweto derby was an obvious place to make a powerful statement to so many men, and this was an emotive and impactful way to do just that.’
Tseliso Rangaka from Ogilvy South Africa said, ‘This was an enormously complex execution involving the client, multiple agencies, the choir, both teams, FNB Stadium management, the SABC, the PSL and SuperSport, and we are all incredibly proud of the outcome this was an original and highly relevant way to drive this important message.’