New York, NY–(HISPANIC PR WIRE)–January 31, 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.
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, Dulseda, 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.
About participating non-profit organizations:
With approximately 115,000 members throughout the United States and Puerto Rico, the League of United Latin American Citizens (LULAC) is the largest and oldest Hispanic Organization in the United States. LULAC aims to advance educational and employment opportunities, political influence, health and civil rights of Hispanic Americans through community-based programs operating at more than 700 LULAC councils nationwide. The organization involves and serves all Hispanic nationality groups.
Hispanic Heritage Foundation:
The Hispanic Heritage Foundation (HHF) celebrates and promotes Hispanic pride, culture, accomplishment and leadership through national and regional educational and inspirational programs focusing on putting Hispanics in a position from which to lead. HHF is a 501c3 (Federal ID# 52-1818255) nonprofit organization and all sponsorships will facilitate its year-round programs such as the Hispanic Heritage Awards, LOFT (Latinos on Fast Track) initiative and HispanicHeritage.org.
Arriba la Vida/Up with Life Foundation:
The Arriba la Vida/Up with Life Foundation founded by Cristina Saralegui and her husband Marcos Avila in 1996, is a private foundation dedicated to AIDS awareness and education among Hispanics, as well as other AIDS related causes that touch the lives of Hispanics everywhere. The foundation also remains flexible to respond to unique challenges, ideas and projects that fulfill the ideals of service and vision of its founders. Funding for the foundation’s mission is provided by the personal contributions of its founders, and through a broad range of media-related fund raising activities.
Please drink responsibly. Disfruta responsablemente.
Must be 21 years or older. No purchase necessary. (C)2006 Diageo, Norwalk, CT.
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