CARLING BLACK LABEL, AB INBEV. (2019)

A 360 campaign that not only sparked an online movement, but engaged men by offering counselling, group sessions, mentors and guidance in some of the most violent and marginalised areas in South Africa. On the ground initiatives used igwijo, a style of song known for conveying protest messages, rallying cries or encouragement, to craft a call-to-action that did not alienate or shame men. 

Case study here.