That’s why the tie against Zambia – the lowest-ranked team in the tournament – was a must-win for the Rugby Cranes to salvage some pride. What’s more, the tricky tie offered the perfect opportunity for Nile Breweries, the Rugby Cranes official sponsor – to roll out its latest initiative to change society. Dubbed ‘No Excuse’, the campaign addresses the predicament of sexual harassment in the country.
So, there were several vital questions before the match; would the Rugby Cranes finally show their potential and run riot? Would the deflated fans turn out in numbers to support the team? And, would Nile’s call for smart drinking measures among its consumers raise awareness to end sexual harassment?
Firstly, the fine weather played its part to set the stage for a spectacular afternoon graced by several foreign envoys led by Deborah Malac of the USA.
As both teams engaged in last-minute pep talks before kick-off, Gloria Nakafeero, the commissioner, Gender and Women Affairs in the ministry of Gender, Labour and Social Development, took to the centre of the pitch to make her own pep talk to the mainly-youthful fans who had filled Kyadondo to the brim. She highlighted the sexual harassment problem, especially in regard to bringing about a change in long-established societal behaviours and attitudes.
“We are using the ‘No Excuse’ campaign as a catalyst to get people to question themselves and their behaviours. We are aware that by identifying the problem, we shall need to do more to try and create meaningful change. So, by raising awareness about the issue through rugby and Nile Special, we will contribute towards positive change in attitudes to make sexual harassment “inexcusable” and unacceptable and demand positive actions towards the elimination of sexual harassment.
“I am happy to be associated with the ‘No Excuse’ campaign. It always starts with a simple insight. What rings true for me was the idea that in Uganda, whenever we observe or encounter sexual harassment, we’re inclined to absent ourselves of any responsibility – or worse still, excuse behaviour that’s totally inexcusable.”
If that advice served anything, it spurred on the Rugby Cranes to get into a beast mode. However, it was the Zambians who got settled early and had a try but within 10 minutes to create some panic in the crowd but by half time, the Rugby Cranes had rallied to lead 23-15.
From thereafter, they didn’t look back and cruised in the end to win by 38-22 to end Uganda’s home ties with a bang. Afterwards, Francis Nyende, the Nile Special brand manager, said it is a good that the plight of women on sexual harassment is getting the national attention.
“Our ultimate goal is to reduce and prevent the incidence of sexual harassment, which affects the lives of too many women, both directly and indirectly, and thereby make a much safer society,” he said.
The campaign will implore the public to have its say on what constitutes sexual harassment. The information will be curated and the data presented into a communication campaign to both raise awareness and also educate the public about sexual harassment while changing people’s attitudes and beliefs.
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