#NOEXCUSE: THE 63 SECOND REMINDER

The 63-Second Reminder

Client:

Carling Black Label (AB InBev) — NO EXCUSE Platform

Agency:

Ogilvy South Africa – Cape Town

Overview:

The 63-Second Reminder campaign was sparked by a staggering and heartbreaking reality: according to TEARS Foundation data, a woman is raped every 25 seconds in South Africa. This harrowing truth demanded more than just awareness — it demanded action.

Insight & Strategy:

Conversations around gender-based violence (GBV) are often short-lived or easily ignored. The idea was to make this crisis inescapable — to interrupt everyday life with a reminder that couldn’t be overlooked. We transformed a horrifying statistic into a visceral, time-based experience: a 63-second reminder — representing the interval between reported GBV incidences — to serve as a constant reminder of the urgent need for change.

Execution:

• A 63-second audio trigger played in taverns and community spaces, creating emotional resonance and a moment of reflection.

• National radio integrations and outdoor media ensured mass awareness and repetition.

• Integrated a clear, accessible call to action directing men to the Champions for Change behavioral change course, encouraging them to take accountability.

• Collaboration with community influencers and on-the-ground activations to drive discussion and engagement.

Impact:

• Significant increase in sign-ups for the Champions for Change course — empowering men with tools to actively combat GBV.

• Wide media traction and community-based conversation around accountability and change.

• The campaign became more than an awareness tool — it drove real behavioral shifts.

Recognition:

🏆 Gold – Effie Awards (Effectiveness in Social Good)
🏅 Two Loeries (including an award for Media Innovation)
🏅 Second AD of the month on creative circle for live communications 

📣 Featured in national media as a leading example of creative work driving social transformation