Rational drinking
Establishing a positive social image of alcoholic beverages is Diageo's goal and the foundation of its long-term sustainable development. Diageo attaches great importance to selling products only to adults. Its definition in official website is: "Our plans, actions and policies are aimed at related problems including drunk driving, underage drinking and excessive drinking. We encourage consumers to make rational decisions-whether to drink or not. At the same time, we hope that the employees of the company will keep their words and deeds consistent on this issue. " In 2008, * * * was available in 8 languages for different versions of 18 countries and regions, aiming at integrating Diageo's global resources, promoting the concept of "rational drinking" through network interaction and sharing, and resisting the harm caused by improper drinking.
Memorabilia of rational drinking
In 2005
Diageo initiated the promotion of rational drinking in China for the first time through the JohnnieWalkerClassic jointly organized by its brand johnnie walker.
In 2006
Since 2006, Diageo and johnnie walker have launched advertisements and live activities with the theme of rational drinking in the large-scale promotion projects around the F 1 China Grand Prix.
Diageo and the Ministry of Commerce jointly created the "Wine and Society" forum; Join hands with the Shanghai Traffic Police Corps to hold a series of social welfare activities for rational drinking for 100 days.
Diageo adds rational drinking tips in all its brand advertisements, such as "Happy Unlimited Drinking".
In 2007
From 1 to 2007, Diageo became the first foreign wine enterprise in China to add the warning of rational drinking on the product label.
the year of 2008
In May, during the F 1 China Tournament, publicity banners were set up on the main roads in Shanghai, calling for safe driving.
On June+10, 5438, Diageo officially launched the charity activity of "guardian angel" in Beijing, advocating the concept of "rational drinking".
65438+ 10, Diageo and Guangdong Consumer Council launched a brochure with the theme of "Consumption and Responsibility-Rational Drinking".
June 2009
DRINKiQ.com, the world's first Chinese online platform to promote rational drinking, was officially launched to raise people's awareness of rational drinking and encourage consumers to participate in the discussion.
20 10 year
The "Guardian Angel" activity held during the Diageo World Expo continued to promote the concept of "rational drinking" among employees, consumers and stakeholders.
20 1 1 year
Diageo launched the "Wisdom of Drinking" training activity, in which more than 500 bartenders, opinion leaders and the media participated.
Diageo cooperated with Southern Weekend to carry out the public welfare communication activity of rational drinking with "angel guarding and infinite care".
20 13
Diageo, together with the Shanghai Civilization Office and the Shanghai Traffic Police Corps, held a publicity campaign on rational drinking with "rational mind and safe action".
Diageo cooperated with many famous artists at home and abroad and Tsinghua University Academy of Fine Arts to hold "Diageo Rational Drinking Theme Art Activity". The Plan for Empowering Women (PlanW) is a public welfare strategy for Diageo to invest in the Asia-Pacific region. It aims to spend100,000 US dollars (about 63 million RMB) to help 2 million women 20 17 years ago, including 17 countries in Asia-Pacific region. The women's empowerment plan has four directions:
1. company-further strengthen the diversification within the company from the aspects of company policy design and implementation.
2. Industry-Enhance the knowledge and professional competitiveness of female practitioners in the industry through skills training.
3. Community-Support social entrepreneurs and work with partners to help socially disadvantaged groups expand their better development prospects.
4. Consumers-use their major brands to raise consumers' attention to women's issues.
Memorabilia of empowering women
20 13 On June 20th, Diageo announced at the press conference held in the Great Hall of the People that it would launch the Diageo Fund for Empowering Women in cooperation with the China Women's Development Foundation. Diageo will donate 1 10,000 yuan to the fund every year in the next five years, totaling 5 million yuan, directly and indirectly benefiting about 1 10,000 women in China.
On June 20 13, the first training project of Diageo Empowering Women's Fund was launched in Chengdu. In the first training, 400 qingbaijiang district Shu embroidery students were trained in Chengdu, and more women will be helped to improve their skills by distributing training materials. It is estimated that 20,000 women will get help from the fund project this year, thus gaining a broader career development space.
On September 22nd, 20 13, Diageo officially signed a contract with Xixiang Women's Development Association of Shaanxi Province, donating 500,000 yuan as a permanent micro-loan fund to help many poor local women improve their living conditions by providing innovative finance and comprehensive poverty alleviation consulting services. It is estimated that 250 poor women and their families will benefit in the first year, 750 women will be helped in 20 15, and this number will increase to 1200 in 20 17.
On September 23rd, 20 13, the training course of Chinese pastry in Lianyungang, Jiangsu officially started. Diageo Empowered Women's Fund will rely on the excellent teaching resources of Dagang Secondary Vocational School to provide all-round training for 170 single mothers facing employment problems, including food hygiene and nutrition knowledge, basic cake operation technology, safety production knowledge, etc., and will distribute it to 65438 by printing 3000 training manuals and 200 teaching CDs. Dream aid program
20 10 year
Diageo brought the "Dream Aid Program" to Chinese mainland for the first time. After half a year, five contestants won millions of "dream aid funds" and devoted themselves to public welfare undertakings with their perfect public welfare dream scheme and courage to dream.
20 1 1 year
As part of Diageo's "Dream Aid Program", Diageo cooperated with the British Embassy in China to launch the "Social Entrepreneur Skills Project", which aims to help employees of non-governmental organizations, community leaders, young people and existing or potential social entrepreneurs have the necessary skills to meet social needs.
the year of 2008
On May 12, 2008, after the devastating earthquake in Sichuan Province, Diageo immediately launched a rescue condolence activity in the disaster area, pooling resources from all sides through corporate donations and collective donations from employees to help the victims rebuild their homes. Diageo also held a series of fund-raising activities for employees after the mudslide disaster in Zhouqu, Gansu and the earthquake and tsunami disaster in Japan.
wine
In 2007
Diageo officially brought the "Water for Life" project to China to improve the drinking water safety and related environmental protection in the community. Since September 2007, "Water for Life" has helped thousands of residents in poverty-stricken areas solve the problem of domestic water storage through the water source of East Taihu Lake in Jiangsu, Sichuan Nature Reserve affected by earthquake disasters and Gansu and Yunnan, which are seriously short of water.
September 2007
Cooperate with WWF to carry out the water source protection project of East Taihu Lake.
May 2008
In the Sichuan earthquake, Diageo pooled resources through corporate donations and employee collective donations to help the victims rebuild their homes.
In 2009
Start the reconstruction project of water diversion facilities in Longxi-Hongkou National Nature Reserve in Sichuan.
April 20 10
Building water collection facilities for the northwest of China.
20 1 1 April
Diageo's "Water for Life" project donated 300 water cellars in China, and volunteered to visit the water cellars in Xinzhuang Village, Dinosaur Town, Lufeng County, Yunnan Province, and participated in the vegetation planting around the water cellars.