Carling BlackLabel #FindTheChamp

How do you reframe masculinity to reduce excessive drinking? With Carling Black Label’s #NoExcuse platform. We launched #FindTheChamp, a social norms campaign that challenged men in Tshwane to rediscover pride through moderation with their consumption.

We built the Carling Champions Academy, rooted in the brand’s 6 Virtues of Manhood, blending mentorship, sport, storytelling and education. The result was a purpose-led programme that didn’t preach, but it empowered.

OVERVIEW

2,000+ men recruited
750+ programme sign-ups
600+ graduates
700+ joined sports activities
1.8m+ social media impressions
Self-service pods in 10 taverns