NORWALK, Conn., June 24 /PRNewswire/ — As part of the Estamos Unidos con un Proposito(TM) (We Are United with a Purpose(TM)) campaign, Diageo, the world’s leading premium drinks company, donated $250,000 to the National Council of La Raza (NCLR) for their efforts in helping improve financial literacy among U.S. Latinos. Diageo and NCLR partnered to provide consumers with local financial education seminars free-of-charge and an informational hotline where consumers accessed financial resources including the campaign’s signature free bilingual audio CD.
“This partnership enabled our network of local organizations to expand their community outreach efforts and offer more financial education seminars during uncertain economic times,” said Janet Murguia, President and CEO of the National Council of La Raza, the largest national Hispanic civil rights and advocacy organization in the United States. “This campaign provided Latino families with essential financial tools to help manage their money and build equity in this country.”
The donation to NCLR is a culmination of the We are United with a Purpose(TM) campaign, now in its third year, which assisted hundreds of Latinos to access financial education resources within their local community. After this year, the campaign, supported by Diageo brands including Buchanan’s(R) De Luxe Scotch whisky, Crown Royal(R) Canadian whisky, Johnnie Walker(R) Scotch whisky, Jose Cuervo(R) Tradicional tequila, and Tequila Don Julio(R), has invested nearly three-quarters of a million dollars to helping improve the lives of Latinos throughout the United States. One of this year’s campaign beneficiaries is Clara Rinaldi, 36, who immigrated from Ecuador and lives in Union City, New Jersey with her husband and two children. “She learned about the campaign and local seminars through her sister-in-law and decided to attend since she had little knowledge about how to budget, save, or establish credit,” Murguia continued.
“This workshop was extremely helpful and motivated me to meet one-on-one with a counselor so that I could learn how to manage my family’s finances and establish a realistic savings plan,” shared Mrs. Rinaldi. “I also learned the difference between a credit score and credit rating and accessed my credit report for the first time. Now I know what it means to build, maintain and protect my credit. Our goal is to continue to save
because my husband and I would like to purchase our first home in the next three or four years.”
The We Are United with a Purpose(TM) campaign was a comprehensive initiative supported by radio and print advertising, bilingual point-of-sale materials, integration in the NCLR website, and public relations outreach. Launching in February, the campaign ran for 3 months in 25 cities, including Chicago, Houston, Los Angeles, Miami, and New York, and held over 60 free seminars nationwide. Over 1,500 families benefited from the financial resources offered by the campaign and 10,000 financial education audio CDs were created and distributed.
“Since its inception three years ago, the campaign strives to provide valuable resources that will help improve the lives of Latinos throughout the United States. Our partnership with NCLR, a national trusted organization, has been key to the success of this campaign because of their ability to make a difference at the local level,” said Kelly Killian, Multicultural Marketing Director for Diageo. “Giving back to the communities in which we serve is at the forefront of the We are United with a Purpose campaign.”
Please drink responsibly.
Diageo is the world’s leading premium drinks business with an outstanding collection of alcoholic beverage brands across spirits, wines and beer categories. These brands include Johnnie Walker, Smirnoff, Guinness, Buchanan’s, Jose Cuervo, Captain Morgan, Crown Royal, Don Julio, J&B, Baileys, Tanqueray, as well as Beaulieu Vineyard and Sterling Vineyards wines.
Diageo is a global company, trading in more than 200 markets around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at http://www.diageo.com.
The National Council of La Raza (NCLR) – the largest national Hispanic civil rights and advocacy organization in the United States – works to improve opportunities for Hispanic Americans. Through its network of nearly 300 affiliated community-based organizations (CBOs), NCLR reaches millions of Hispanics each year in 41 states, Puerto Rico, and the District of Columbia. To achieve its mission, NCLR conducts applied research, policy analysis, and advocacy, providing a Latino perspective in five key areas – assets/investments, civil rights/immigration, education, employment and economic status, and health. In addition, it provides capacity-building assistance to its Affiliates who work at the state and local level to advance opportunities for individuals and families.
Founded in 1968, NCLR is a private, nonprofit, nonpartisan, tax-exempt organization headquartered in Washington, DC. NCLR serves all Hispanic subgroups in all regions of the country and has operations in Atlanta, Chicago, Los Angeles, New York, Phoenix, Sacramento, San Antonio, and San Juan, Puerto Rico. For more information, please visit www.nclr.org
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