DIAGEO PHILIPPINES, the local arm of the British liquor giant, has tapped music for its corporate social responsibility program.
The project, called Plan W and targeting women, was launched late in 2015. It entailed gathering 34 female voice teachers and choir conductors, training and nurturing choirs.
According to a release, the participants were trained over seven days in the University of the Philippines — Diliman, leading up to a concert at the Philippine International Convention Center (PICC). During cocktails on the evening of Feb. 22, at the Diageo offices in Bonifacio Global City, it was announced that the women are back in their communities.
The project was done in partnership with Sing Philippines, itself a social program by the Philippine Madrigal Singers.
“The cultural expression in the Philippines is singing,” said Jon Good, General Manager of Diageo Philippines.
According to him, Plan W is a worldwide initiative by Diageo and spans several markets, from China to Guatemala. Of course, projects vary among different markets; in some, Mr. Good noted, local arts by women are emphasized.
“What we were looking for [were] people who go back to their communities and… create a transformation within the community because of that,” he said about the participants.
Mr. Good also said: “We are a consumer-led organization… [that] deal[s] a lot with the community… we have wonderful brands that operate within wonderful moments… in people’s lives.”
Diageo markets brands Johnnie Walker, Bailey’s, and Guiness, among many others. — J.L. Garcia
