Company Description:
Diageo is Ireland’s number one drinks business with an outstanding collection of beer, wine and spirit brands. Diageo Ireland directly employs more than 2,300 people in operations around Ireland including Dublin, Belfast, Bushmills, Dundalk, Kilkenny and Waterford. We also contribute significantly to approximately 15,000 other jobs and invest in excess of €500m annually on materials, supplies and wages. Exports of our world famous Guinness and Baileys brands exceed €750m per year.
Business Issue:
Ensuring our work in promoting responsible drinking is understood by our staff.
Solution Applied:
In March 2007, we invited a cross-section of employees to participate in focus groups to examine Diageo’s efforts to promote responsible drinking, our approach to marketing and sponsorship, our partnerships with key external stakeholders and low-risk drinking limits. In response to the feedback we received, a communications campaign was devised north and south, called “Clear Thinking, Responsible Drinking”. A six week poster campaign and ‘ezine’ provided top-line information with links to other sources for more detail. A standard drink calculator was distributed to advise how many units are in popular drinks, with information on Employee Alcohol Policy, low-risk limits and the Diageo Marketing Code. A standard drink measure was given out to support staff to act as sensible hosts with a pamphlet and coasters containing tips for an evening out including designating a driver and using soft-drink ‘spacers’.
Company Benefits:
Stakeholder Benefits:
Challenges:
To communicate with a very diverse multi-site, multi-jurisdiction employee body.
Tip:
Avoid information overload.
Departments Involved:
Corporate Relations
Solution Champion:
Jean Doyle, Head of Corporate Social Responsibility, jean.doyle@diageo.com and Angela Smith, Corporate Social Responsibility Assistant, angela.smith@diageo.com
Year
2007