As part of the Estamos Unidos con un Propósito™ (We Are United with a Purpose) campaign, Diageo will donate $250,000 to the National Council of La Raza (NCLR), the largest national Hispanic civil rights and advocacy organization in the United States, to make the American dream of homeownership a reality for Latinos. Cristina Saralegui, celebrated Latin journalist and TV personality, joins Diageo and NCLR in order to raise awareness of available homeownership resources that can assist Hispanics to become homeowners.
Seven of Diageo’s leading premium brands, including Crown Royal® Canadian whisky, Johnnie Walker® Scotch whisky, Smirnoff® vodka, Captain Morgan® Parrot Bay™ Coconut rum, Jose Cuervo® Tradicional tequila, Buchanan’s® De Luxe Scotch whisky and Tequila Don Julio® continue to reinforce their commitment to the Hispanic community through the Estamos Unidos con un Propósito™campaign, now in its second year.
“This year’s initiative was developed with a very specific objective in mind,” said Maribel Viteri, Multicultural Marketing Manager for Diageo. “We want to help make one aspect of the American dream, that of owning your own home, an achievable goal for U.S. Hispanics.”
The Campaign’s Path to Homeownership
Research shows that millions of Hispanics desire and are seeking to become homeowners. For this reason, the Estamos Unidos con un Propósito™campaign will help fund NCLR’s mission to facilitate homeownership opportunities for Hispanic Americans. The money will support the NCLR Homeownership Network (NHN), a group of 40 local community organizations that provide homeownership advice, including homebuyer counseling and educational seminars, as well as individual counseling sessions to thousands of Latino families every year. Additionally, in each of the campaign’s eight participating markets, NCLR and its local affiliates will donate $2,500 to a family undergoing the buying process to be used towards home improvements.
The participating local partner organizations are:
- Phoenix, AZ: Chicanos Por La Causa, Inc. (CPLC)
- Los Angeles, CA: East LA Community Corporation (ELACC)
- Chicago, IL: National Council of La Raza (NCLR)
- Dalton, GA: Dalton Whitfield Community Development Corporation (DWCDC)
- Miami, FL: Cuban American National Council, Inc. (CNC)
- Long Island, NY: La Fuerza Unida, Inc.
- Union City, NJ: Cuban American National Council, Inc. (CNC)
- Houston, TX: Tejano Center for Community Concerns (TCCC)
The services being provided by the local NCLR partner local organizations include homebuyer educational seminars offered during normal business hours, or on evenings and Saturdays in order to accommodate families’ schedules. Individual counseling sessions, by appointment only, are also available and will be held during normal business hours, or after hours, depending on the needs of individuals.
“Thanks to Diageo’s support, we will grow our existing NCLR Homeownership Network and make valuable home buying advice readily available, free of charge, in local communities,” said Lautaro “Lot” Diaz, NCLR Vice President for Housing & Community Development. “These homeownership services are critical to those who may be unfamiliar with the home buying process and need special assistance as they get ready to buy their first property.”
“The Estamos Unidos con un Propósito™ campaign demonstrates a commitment to social responsibility by addressing a tangible need in the U.S. Hispanic community,” said Cristina Saralegui. “I’m proud to join Diageo in this unique effort as we open doors for Latinos, doors that will lead to economic stability and a better future in this country.”
Estamos Unidos con un Propósito™is an integrated campaign incorporating various promotional elements, including a bilingual website; television and print advertising; English and Spanish Public Service Announcements by Cristina Saralegui, and point of sale materials available at participating retail stores in New York, California, Texas, Florida, New Jersey, Arizona, Georgia and Illinois where Diageo brands are sold.
Consumers are invited to take the first step in owning their own home by obtaining the signature campaign key pendant at participating stores, by calling 1-866-311-0797, or by visiting www.estoyunido.com, the micro site created specifically for this program.
Please drink responsibly.
Must be 21 years or older. No purchase necessary. ©2007 Diageo, Norwalk, CT.
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