Forum and Diageo Win CSR Awards Corporate-Community Partnership Top Prize
PR News saluted the year’s most outstanding communications initiatives and programs in the highly competitive and dynamic Corporate Social Responsibility arena at the CSR Awards on February 26, 2009. Forum won for Corporate-Community Partnership top prize and was also a finalist in the Stakeholder Engagement category.

CORPORATE-COMMUNITY PARTNERSHIP
Winner: Diageo North America and
Forum Strategies & Communications
Campaign: DrinkIQ

DIGITAL COCKTAIL
Key to achieving this objective were partnerships with organizations such as National Consumers League and the National Alcohol Beverage Control Association, which supported and validated the initiative. Plus, they helped make the site a vehicle for delivering responsible drinking materials to a broader audience.

These partnerships, along with the help of Forum, gave DrinkIQ authority on the subject of responsible drinking, but that alone wouldn’t guarantee global participation in the site. Interactivity and stakeholder engagement were critical to taking the Web platform to the next level.

“The centerpiece was DrinkIQ’s Resource Center, which features the Responsibility Channel, a community section of the Web site centered around interactive media,” says Carolyn Panzer, global director of alcohol and responsibility for Diageo. “This platform has allowed DrinkIQ to offer a single destination among the plethora of other responsibility Web sites where users can find a wide range of tips, tools and multimedia.”

SAFETY FIRST
The site’s content created a destination, but the team’s use of search engine optimization and media outreach effectively increased traffic, heightened awareness and maximized the overall effectiveness of DrinkIQ. Ultimately, the overall communications strategy succeeded in delivering important information to the community about responsible drinking.

“Through this portal, we have been able to communicate with stakeholders, allowing them to post their own media and to interact with one another,” Panzer says. “This sort of circular dialogue has helped advance the conversation surrounding the subject of responsible drinking and grown DrinkIQ’s audience.”

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Following is Diageo's Press Release:

Diageo’s DRINKiQ.com Named Best In Class by PR News

Innovative Responsible Drinking Web Site Wins Corporate Social Responsibility “Corporate-Community Partnership” Award

Norwalk, CT - (March 12, 2009) – DRINKiQ.com, Diageo’s innovative responsible drinking web site, has been awarded the Corporate Social Responsibility Corporate-Community Award. Presented by PR News, a leading publication covering the public relations trade, the CSR Awards recognize people and companies that successfully demonstrate that altruism, philanthropy and employee commitment to “do good” can go a long way towards making an impact on a community, key stakeholders, and a company’s bottom line. DRINKiQ.com was recently honored at the PR News CSR Awards luncheon in Washington, DC.
“When we began working on DRINKiQ.com, we set out to create a truly comprehensive and dynamic web site that would provide visitors with all the resources they need to learn about responsible drinking and how they can use those resources in their communities,” said Guy L. Smith, Executive Vice President of Diageo. “It is an honor to be recognized by the CSR community for DRINKiQ.com, which further demonstrates our unwavering commitment to responsible drinking.”

Smith also credited Carolyn Panzer, Diageo's Global Director, Alcohol and Responsibility, who spearheaded the creation of the site, with the innovative approach DRINKiQ.com brings to responsible drinking resources available on the Internet. "This is truly a creative idea that will bring together serious stakeholders to address the common goal of reducing drunk driving, underage drinking, and providing meaningful information about reducing alcohol abuse," Smith said.

DRINKiQ.com will soon offer content specific to 28 countries around the world and will launch a US-based Spanish language site. Country-specific sites, which will be coming soon, will include Canada, Russia, Jamaica, Spain, Kenya, Uganda and South Africa.

DRINKiQ.com provides a unique approach to compiling resources on responsible drinking and other alcohol-related issues from a range of sources, including government, industry and non-profit organizations. Interested parties also have the opportunity to contribute constructive content on programs and resources they’ve found useful in promoting responsible drinking. For example, Diageo's DRINKiQ.com site contains videos and program notes about a wide range of responsible drinking topics from the Substance Abuse and Mental Health Services Administration, the Responsible Hospitality Institute, and the National Institute on Alcohol Abuse and Alcoholism.

DRINKiQ.com's content focuses on five key areas: Facts about alcohol; a Resource Center that is filled with ready-to-use materials about best practices in responsible drinking and tips on how parents can effectively talk to their kids about alcohol; Diageo and its commitment to responsible drinking; a showcase of Diageo’s best responsible drinking initiatives from around the world; and related links that serve as a comprehensive list of global resources and organizations that will provide visitors with additional information about responsible drinking.

Another innovative feature of the DRINKiQ.com is the Responsibility Channel, which provides user-generated content showcasing programs that help people make responsible decisions about drinking or not drinking. Video testimonies are contributed by an array of athletes and celebrities including, Antwaan Randle El and James Thrash of the Washington Redskins, NASCAR driver Jamie McMurray, John Ondrasik, the lead singer for Five for Fighting, and musician Josh Kelly on behalf of RADD, which is the entertainment industry’s voice for road safety. Also, DRINKiQ.com, with its ease of use and navigation, provides users with the ability to upload and contribute content in order to share their own best practices for responsible drinking.

The site also includes useful information about alcohol from a range of experts as well as detailed nutritional, allergen, and alcohol content information about Diageo’s products.

About Diageo
Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries 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 Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.
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