NEW YORK, NY–(The Hispanic PR Monitor)–February 2006–Diageo, the world’s leading premium drinks company, in partnership with Cristina Saralegui, a 30-year veteran journalist and leading Hispanic advocate, have launched the Estamos Unidos con un Propósito(TM) campaign in seven major Hispanic markets. This campaign offers Latinos a unique opportunity to invest in their future by voting to donate $250,000 to organizations dedicated to improving Hispanics’ overall quality of life in the areas of education, healthcare, and employment. With the Estamos Unidos con un Propósito(TM) campaign, Diageo continues to create multicultural programs that inspire community involvement amongst consumers.
A first for Diageo, the campaign will feature eight of its leading brands, including Crown Royal(R) Canadian whisky, Johnnie Walker(R) Scotch whisky, Smirnoff(R) vodka, Captain Morgan(R) rum, Jose Cuervo(R) Tradicional tequila, Dulseda(TM) Dulce de Leche liqueur, Buchanan’s(R) De Luxe Scotch whisky and Don Julio(R) tequila.
“This campaign is in keeping with Diageo’s commitment to support programs that directly benefit the Hispanic community,” said Virginia Sanchez, Diageo Vice-President for Multicultural Corporate Relations. “We are delighted to have Cristina Saralegui involved with this initiative. Cristina, a respected voice to many Hispanics in the United States and around the world, will urge consumers to vote for their preferred organization, thereby empowering them to make a difference in their communities,” Sanchez added. “Diageo, through its brands, wants to be part of the solution on issues that are relevant to Hispanics.”
The three charitable organizations include the League of United Latin American Citizens (LULAC), the largest and oldest Hispanic organization in the United States which aims to advance educational and employment opportunities, political influence, health and civil rights of Hispanic-Americans; the Hispanic Heritage Foundation (HHF), a not-for-profit organization that celebrates the outstanding achievements of Hispanic-American leaders and promotes the next generation of role models, and Cristina Saralegui’s Arriba la Vida/Up With Life Foundation, a private organization dedicated to HIV/AIDS awareness and education among Hispanics. LULAC, HHF, and Up with Life are each 501c 3 charitable organizations.
“One of my greatest passions in life is to support important initiatives like Estamos Unidos con un Propósito(TM) that recognize the valuable role these organizations play in communities across our country,” said Cristina Saralegui. “As Hispanics, we have a responsibility to engage and make our voices heard.”
Estamos Unidos con un Propósito(TM) is a multi-faceted campaign that incorporates various promotional elements to facilitate the voting process. The point of sale materials can be found at retail stores in New York, California, Texas, Florida, New Jersey, Arizona, and Illinois where Diageo brands are sold. Program components include voice-activated case cards that consumers can press to hear Cristina’s voice inviting them to vote; counter cards with tear pads, and stamped self addressed mail-in brochures. Consumers can also vote by visiting unidosconunproposito.com, a customized bilingual micro-site created specifically for this program. A commemorative bracelet will be made available to everyone who votes as a symbol of their commitment to the campaign.
The number of votes each organization receives will determine the total amount of money provided to each cause. To participate, consumers must vote by March 31st, 2006. The purchase of participating Diageo brands is not required in order to vote.