Carling Black Label’s purpose is to empower and rally a new order of Champions. The #BECHAMPION movement has taken its form by partnering with an annual issue of BONA MAN magazine to recognise everyday South African men who embody the values of a Champion, men who learn from their past experiences and have risen above life’s challenges. A champion man holds himself accountable for driving the change he wishes to see in the world in order to change his community, be champion and raise better men. Ultimately, Carling Black Label seeks to challenge South African men to #BECHAMPION.



The men are actively managing programmes that vary from building schools, availing medical facilities for underprivileged communities, growing small businesses, educating the country about the growing realities of depression and teaching the youth on the importance of dental health.

These are all important actions that they have personally taken upon themselves in order to change the state of the country and they have managed to rise above all adversities.


“The #BeChampion campaign recognises everyday South African men, who embody the values of a Champion. The first edition of #BeChampion profiles 15 men, from all walks of life, who have taken action to positively affect the lives of their family and community. By recognising these role models, we hope to inspire men throughout South Africa, to believe in their self-worth, and take action to change their lives for the better. In the second edition, which will hit the shelves in November 2019, nominations will be open to the public to nominate the Champions in their families and communities.” – Nicholas Duminy, Carling Black Label Marketing Manager.


More information will be released during the course of the year on @bonamag, in the meantime, get your nominations ready and your champion man might be on the next annual cover of the BONA Man Carling Black Label #BECHAMPION issue. Read more about the 15 men on this first offering, available across the country in BONA magazine packaging from Monday, 14 February 2018.


Who do you challenge to #BECHAMPION?

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