Diageo, the world’s leading premium drinks company, announced today the 2008 launch of the Estamos Unidos con un Proposito™ (We Are United with a Purpose™) campaign, and its partnership with the National Council of La Raza (NCLR). Diageo’s leading premium brands, including Buchanan’s® De Luxe Scotch whisky, Crown Royal® Canadian whisky, Johnnie Walker® Scotch whisky, Jose Cuervo® Tradicional tequila, and Tequila Don Julio® will donate $0.35 for each 750ml purchased, up to $250,000, to improve financial literacy among Latinos in the United States.
The partnership enables NCLR’s network of local organizations to provide free-of-charge financial education seminars as well as an informational hotline where consumers are able to access additional financial resources. Consumers who call the toll-free hotline can learn about the date, time, and location of the seminars and will receive a bilingual financial education audio CD.
“Diageo’s donation has helped NCLR provide free local seminars that are being offered beginning this month through May 2008,” said Kelly Killian, Multicultural Marketing Director for Diageo. “We encourage Latinos throughout the country to call 1-866-842-3391 to learn more about local financial resources available and to obtain a free copy of the educational audio CD.”
Entering its third year, We Are United with a Purpose™ is an integrated multi-brand campaign incorporating various promotional elements that include radio and print advertising, bilingual point-of-sale materials, integration in the NCLR website, a bilingual audio CD, and the 1-866-842-3391 informational hotline. Following last year’s campaign, which focused on helping Latinos achieve homeownership, Diageo and NCLR learned there was a growing need to educate Latinos about the principles of personal finances. This year’s cause-marketing campaign will reach 25 markets between February and May 2008.
“Learning about financial institutions in the United States can be intimidating to foreign born Hispanics,” said Blaire Borthayre, a specialist in tax preparation and financial services for Latinos, who is assisting Diageo and NCLR with the campaign. “This program ensures that consumers get help in navigating the path of financial terminology and concepts.”
Lautaro “Lot” Diaz, NCLR Vice President for Housing & Community Development explains “As an advocate for the Latino community, NCLR is delighted to reunite with Diageo for the We Are United with a Purpose™campaign. Financial education plays a pivotal role in the economic future of Latinos in the United States. Our partner organizations’ expertise and willingness to service the community is critical to reaching Hispanics in the areas in which they live and work. Seminars will be offered in both English and Spanish.”
Participating local NCLR partner organizations offering financial education seminars include:
- Phoenix, AZ: Chicanos Por La Causa, Inc. (CPLC)
- Los Angeles, CA: East LA Community Corporation (ELACC)
- Denver, CO: Del Norte NDC
- Chicago, IL: The Resurrection Project
- Atlanta, GA: The IMPACT! Group
- Miami, FL: Cuban American National Council, Inc. (CNC)
- New York, NY: Committee for Hispanic Children and Families, Inc. (CHCF)
- Union City, NJ: Cuban American National Council, Inc. (CNC)
- El Paso, TX: YWCA El Paso del Norte
- Houston, TX: Tejano Center for Community Concerns (TCCC)
NCLR research shows that many U.S. Latinos remain disconnected from financial institutions and lack basic financial knowledge such as checking and savings accounts and/or credit history. “A study by the Center for Community Capitalism highlights that twenty-two percent of Hispanic borrowers had no credit score compared to four percent of Caucasians and three percent of African Americans. To help bridge this gap, the financial education seminars will address key topics including savings, building a credit history, and tax preparation,” said Diaz. “These topics are also covered on the bilingual audio CD created for those unable to attend the seminars.”
“Community support and social responsibility within the communities we operate has been at the heart of this initiative since the beginning,” concluded Killian. Over the last three years, the We are United with a Purpose™campaign, in partnership with national, reputable organizations such as NCLR, will have invested nearly three-quarters of a million dollars to helping improve the lives of Hispanics throughout the United States.
Please drink responsibly.
Must be 21 years or older. No purchase necessary. ©2008 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
Veronica Rodriguez, 646-356-6685
Andy Checo, 646-356-6739
Esther-Mireya Tejeda, 646-223-2328