Alarmed by the recent statistics of violence against women (a woman in South Africa was murdered every four hours, and half of them were killed by their partner or spouse), leaders of the African arm of global beer giant Anheuser-Busch InBev (AB InBev) and the South African Breweries (SAB) wanted to address the problem. AB InBev's biggest seller in South Africa was Carling Black Label (Carling), a brand with a traditionally masculine appeal. In considering different options, the company had to consider what obligation it had to ensure responsible consumption and, perhaps, to utilize Carling to challenge the public to recognize and change behaviors. How could the company use brand activism, for example, to effect social change. Should they consider other issues? In short, what role could AB InBev play in taking action against domestic violence? Should it provide funding, create partnerships with the government or nongovernmental organizations, or develop some sort of initiative?