#NOEXCUSE WhatsApp line makes a positive impact
Carling Black Label through #NoExcuse WhatsApp line aims to affect people affected by gender-based violence.
When governments from across the globe started implementing lockdown on their citizens, disturbing reports of a drastic increase in incidents of gender-based violence (GBV) emerged.
This became such a widespread phenomenon that the United Nations referred to violence against women and girls during lockdown the shadow pandemic.
In South Africa, Carling Black Label through their #
NoExcuse campaign started working on a solution to continue the fight against GBV during this time. As predicted, calls for help increased when the national lockdown came into effect. The number of calls going to Lifeline from both men and women went up by 500 per cent from 12k in March to almost 80k in April.
The #NoExcuse team realised that even with such a staggering number of calls there was a group of people who was not being heard. Victims of abuse living under lockdown with their abuser could not call for help without being overheard.
Similarly, men going through the pressures and uncertainty of lockdown would feel ashamed to call for help with their families in earshot.
The solution was a dedicated #NoExcuse WhatsApp line where victims of abuse and men seeking mentorship could be put in touch with different organisations to get the help they silently needed. Since the launch of the #NoExcuse WhatsApp function, over 7 000 people have been in touch with the service.
It was estimated that approximately 500 people would be expected to reach out in the first week of lockdown; however, the number of people reaching out in the first week was 5 176.
This enormous response indicated how using non-verbal communication has been aiding a large number of abuse victims in taking action against GBV, as well as men who were seeking mentorship. Speaking at a virtual media update on May 19, Lifeline representative Molefi Takalo highlighted the integral role of the innovative #NoExcuse WhatsApp line during the national lockdown.
“This initiative has helped in advertising the help services, and access has been improved. The number of interactions which we are receiving through the line is astronomical.
“Most significantly, during this time of restricted movement, the service makes it more convenient for victims and survivors. The daily interaction rate has increased tremendously and the volume of calls are 10 times higher. “Through the WhatsApp line, Lifeline South Africa in partnership with #NoExcuse is available to provide counselling services for both men and women at any time,” said Takalo.
Takalo’s words were reiterated by Carling Black Label brand director Arné Rust, who said: “When launching the #NoExcuse movement, the brand was informed by Carling Black Label’s status as a lighthouse of modern masculinity.
“As the largest beer brand in the country, we strongly believe that we have a role to play in challenging South African men to be the champions they can be and to take action against women abuse. “Our stance is that it takes true bravery to fight gender-based violence. It takes bravery to report it, to talk about it and most importantly it takes a huge amount of bravery to reach out and get help.
“Our role as #NoExcuse is to make this difficult process easier for those in need and this WhatsApp line has surpassed our expectations in terms of making help more accessible,” said Rust.
Simply text the word BRAVE to 0800 150 150 to access help.
