The "Keep it Black" integrated campaign will span over 5 contact points to create a multi-channel approach. It is based off the insight that "When men feel both entitled and inadequate, and when their personalities are brittle and impulsive, then alcohol pushes them over the edge." The concept is to take the idea of things being okay when you are in the black and things being bad when you are in the red and translating it into a GBV related context.

This campaign takes an Instagram-centred approach coupled with a product redesign and a campaign video. The campaign video aims to show what it means to be “in the red” or “in the black”. It depicts videos of certain scenarios that can quickly turn into GBV for women such as an argument with a partner or sex that may start out as consensual, but ends up as rape.

In conjunction with this I redesigned the beer's label to ensure that the public had a way of showing whether they were “in the red” or “in the black”.

The Instagram part of the campaign has three aspects to it. The first are educational infographics which will be posted throughout the month of August to educate the public (specifically men and boys) about topics that attribute to rape culture.

This would give insight into the problems women face on a daily basis as well as encourage men to take accountability for their contribution to rape culture.

The second aspect are user-generated Instagram posts which actively ask the public for their support against GBV. Once the consumer has changed their beer label to black, they are encouraged to post a picture with the Black Label to their social media accounts with the hashtag #KEEPITBLACK.

The final aspect is a “Red Flag Meter” which will be updated daily on the brand's Instagram story. These Red Flag Meters will show how much of the country’s male population is contributing to GBV on a daily basis through serious crimes such as rape cases and sexual assaults as well as sexual harassment that is often overlooked such as sexist Instagram comments or messages in Whatsapp group chats.

This campaign aims to spark a conversation about the social norms and aspects of rape culture that are not often discussed but greatly attribute to GBV. It aims to redirect the conversation from one of victim blaming to one of accountability. It aims to encourage South African men to educate themselves as GBV is not just an issue for women.