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Diageo Donations Help LULAC Establish Headquarters
April 13, 2006
By Mariana Lemann
The League of United Latin American Citizens (LULAC), an organization that promotes education, health and civil rights for U.S. Hispanics, this week announced it will establish a national headquarters for the first time, thanks to a $63,000 donation from alcohol beverage giant Diageo.
Diageo’s contribution is part of its "Estamos Unidos Con Un Propósito" (United With a Purpose) promotional and public relations campaign. The company invited consumers to vote for non-profit organizations dedicated to improving Hispanic lives in the United States that would receive part of $250,000 donated by Diageo.
LULAC says it will use the money to open its national headquarters in Washington, D.C., where it will house 30 full-time staffers.
The top vote-getter in the campaign was the Hispanic Heritage Foundation, which received $102,000 from Diageo. Second place, with $85,000, went to Arriba la Vida, a foundation founded by Cuba-born TV host Cristina Saralegui and husband Marcos Avila. The organization is devoted to raising AIDS awareness among Hispanics.
Saralegui was the chosen spokeswoman for the multi-brand campaign, which was organized by New York-based advertising agency The Vidal Partnership. In New York this week, Saralegui praised the campaign and the fact that people did not have to purchase any product to participate and vote. "Everybody is trying to sell something for Latinos," she said. "We are not a market, we are a people."
"Estamos Unidos Con Un Propósito" was the last campaign Vidal developed for Diageo. In October, after an agency review, the client consolidated its Hispanic advertising with New York-based winglatino, which had been handling Diageo’s Crown Royal brand.
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