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After much research and discussion about where the company's responsibility lay in addressing the alarming issues of femicide and violence against women, the leadership of the South African Breweries (SAB) and the African branch of Anheuser-Busch InBev (AB InBev) decided to form a partnership and launch a movement and campaign, #NoExcuse. For the campaign, the company partnered with, among others, the consortium, Takuwani Riime (which meant "let us stand up together" in the Venda language), which had the support of the South African National AIDS Council (SANAC), and with key stakeholders such as the office of the president, various governmental departments, the United Nations, and various nongovernmental organizations. The campaign launched on November 13, 2017, initially running during the annual "16 Days of Activism against Women Abuse." It was a long-term, five-year initiative with a "holistic approach…aimed at driving awareness, creating conversations, and providing tools for people to take positive action as a means of driving a change."