LAGER SPEAKS OUT AGAINST VIOLENCE

PICTURE CAPTION: SP Brewery signed the MoU with Department of Community Development and NGBVS to leverage synergy to speak out against Gender-Based Violence. Department of Community Development’s Secretary Jerry
Ubase with SP Brewery’s Managing Director Ed Weggemans during the MoU signing in 2024

THE national beer of Papua New Guinea SP Lager is taking a bold step in speaking out against domestic violence, with the introduction of its “No Excuse for Domestic Violence” Icon.

The icon forms part of SP Lager’s call-to-action campaign “Join the Generation of Change” which is anchored by the key message “No Excuse for Domestic Violence” and will be officially launched on Tuesday 03rd February.

 SP Brewery Managing Director, Ed Weggemans says, domestic Violence, Gender-Based Violence is a critical issue, affecting majority of Papua New Guineans in the communities and SP Brewery is genuinely concerned about the impact of violence on Papua New Guinean society.

Mr Weggemans says as part of SP Lager’s corporate social responsibility, the company consider themselves in a unique position to speak out against domestic violence through its iconic brand – SP Lager

The introduction of the campaign icon also follows a series of community engagements SP Brewery has embarked on since 2022.

Through these activities, SP Brewery has worked closely with government partners, law enforcement and advocacy groups to leverage synergy to speak out against Gender-Based Violence.

Mr Wegemans says, this icon will be prominently displayed across all campaign materials, including: • Limited Edition Packaging • Television Ads • Billboards • Radio segments • Print Ads • Social Media presence • Posters and flyers.

Followed by a series of multimedia activations through television, radio, print and social media.

The introduction of the campaign icon also follows a series of community engagements SP Brewery has embarked on since 2022. Through these activities, SP Brewery has worked closely with government partners, law enforcement and advocacy groups to leverage synergy to speak out against Gender-Based Violence. In 2024 SP Brewery signed a memorandum of understanding with the Department of Community Development through its National Gender-Based Violence Secretariat (NGBVS).

The campaign will roll out in phases, with the limited-edition packaging expected to be launched in early February.