27th Feb 2007 16:32
As part of the Estamos Unidos con un Proposito(TM) (We Are Unitedwith a Purpose) campaign, Diageo will donate $250,000 to the NationalCouncil of La Raza (NCLR), the largest national Hispanic civil rightsand advocacy organization in the United States, to make the Americandream of homeownership a reality for Latinos. Cristina Saralegui,celebrated Latin journalist and TV personality, joins Diageo and NCLRin order to raise awareness of available homeownership resources thatcan assist Hispanics to become homeowners. £ Seven of Diageo's leading premium brands, including Crown Royal(R)Canadian whisky, Johnnie Walker(R) Scotch whisky, Smirnoff(R) vodka,Captain Morgan(R) Parrot Bay(TM) Coconut rum, Jose Cuervo(R)Tradicional tequila, Buchanan's(R) De Luxe Scotch whisky and TequilaDon Julio(R) continue to reinforce their commitment to the Hispaniccommunity through the Estamos Unidos con un Proposito(TM) campaign,now in its second year. £ "This year's initiative was developed with a very specificobjective in mind," said Maribel Viteri, Multicultural MarketingManager for Diageo. "We want to help make one aspect of the Americandream, 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 seekingto become homeowners. For this reason, the Estamos Unidos con unProposito(TM) campaign will help fund NCLR's mission to facilitatehomeownership opportunities for Hispanic Americans. The money willsupport the NCLR Homeownership Network (NHN), a group of 40 localcommunity organizations that provide homeownership advice, includinghomebuyer counseling and educational seminars, as well as individualcounseling 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 familyundergoing 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 localorganizations include homebuyer educational seminars offered duringnormal business hours, or on evenings and Saturdays in order toaccommodate families' schedules. Individual counseling sessions, byappointment only, are also available and will be held during normalbusiness hours, or after hours, depending on the needs of individuals. £ "Thanks to Diageo's support, we will grow our existing NCLRHomeownership Network and make valuable home buying advice readilyavailable, free of charge, in local communities," said Lautaro "Lot"Diaz, NCLR Vice President for Housing & Community Development. "Thesehomeownership services are critical to those who may be unfamiliarwith the home buying process and need special assistance as they getready to buy their first property." £ "The Estamos Unidos con un Proposito(TM) campaign demonstrates acommitment to social responsibility by addressing a tangible need inthe U.S. Hispanic community," said Cristina Saralegui. "I'm proud tojoin Diageo in this unique effort as we open doors for Latinos, doorsthat will lead to economic stability and a better future in thiscountry." £ Estamos Unidos con un Proposito(TM) is an integrated campaignincorporating various promotional elements, including a bilingualwebsite; television and print advertising; English and Spanish PublicService Announcements by Cristina Saralegui, and point of salematerials available at participating retail stores in New York,California, Texas, Florida, New Jersey, Arizona, Georgia and Illinoiswhere Diageo brands are sold. £ Consumers are invited to take the first step in owning their ownhome by obtaining the signature campaign key pendant at participatingstores, 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. (C)2007 Diageo,Norwalk, CT. £ About Diageo: £ Diageo is the world's leading premium drinks business with anoutstanding collection of alcoholic beverage brands across spirits,wines and beer categories. These brands include Johnnie Walker,Smirnoff, Guinness, Buchanan's, Jose Cuervo, Captain Morgan, CrownRoyal, Don Julio, J&B, Baileys, Tanqueray, as well as BeaulieuVineyard and Sterling Vineyards wines. £ Diageo is a global company, trading in more than 200 marketsaround the world. The company is listed on both the New York StockExchange (DEO) and the London Stock Exchange (DGE). For moreinformation about Diageo, its people, brands and performance, visit usat http://www.diageo.com. £ About NCLR: £ The National Council of La Raza (NCLR) - the largest nationalHispanic civil rights and advocacy organization in the United States -works to improve opportunities for Hispanic Americans. Through itsnetwork of nearly 300 affiliated community-based organizations (CBOs),NCLR reaches millions of Hispanics each year in 41 states, PuertoRico, and the District of Columbia. To achieve its mission, NCLRconducts applied research, policy analysis, and advocacy, providing aLatino perspective in five key areas - assets/investments, civilrights/immigration, education, employment and economic status, andhealth. In addition, it provides capacity-building assistance to itsAffiliates who work at the state and local level to advanceopportunities for individuals and families. £ Founded in 1968, NCLR is a private, nonprofit, nonpartisan,tax-exempt organization headquartered in Washington, DC. NCLR servesall Hispanic subgroups in all regions of the country and hasoperations in Atlanta, Chicago, Los Angeles, New York, Phoenix,Sacramento, San Antonio, and San Juan, Puerto Rico. For moreinformation, please visit www.nclr.org Copyright Business Wire 2007Related Shares:
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