Player VowCarling Black Label
Using the influence of sporting heroes to take a stand.
- 1
The challenge,
Violence against women is one of South Africa’s most urgent issues. Carling wanted to use its place in sport to help change behaviour.
- 2
the insight,
Men listen to the sporting heroes they look up to. If those heroes publicly commit to protecting women, fans have a reason to follow.
- 3
and the idea.
The Player Vow: famous sportsmen wore a ring and renewed a vow to protect women, turning a personal promise into a public stand.