... by partnering with the Bridge Foundation and the financial community they are successfully delivering essential medicine and life saving aid to those directly affected by the conflict in Darfur and the surrounding regions.  
President Bill Clinton, opening remarks 2008 CGI Annual Meeting

Cause-Related Marketing

Diageo and Bridge Foundation Supports Evacuees of Hurricane's
Katrina and Rita with Baileys and Crown Royal Mobile Barbershops

Background

Furthering a commitment to Hurricane's Katrina and Rita relief efforts that sent truckloads of bottled water and large industrial power generators to the Gulf Coast region, Diageo, the world's leading premium drinks company, deployed special mobile versions of its Crown Royal Barbershop and Baileys Beauty Shop to benefit evacuees displaced by the disaster.

The community barbershop, which has traditionally been a hub where people gather to discuss issues affecting their community, is also considered a therapeutic place that supports ones' social and emotional health and well-being.

The barbershop concept, branded with Baileys and Crown Royal, was an opportunity to make a major impact on the community by providing evacuees with a clean and fresh cut. Next to reconnecting and reuniting evacuees to their lost families and friends, the objective was to provide many of the evacuees with a sense of being home.

 

Action

The relief effort was deployed in the following manner:

  • Organizing and deploying of a mobile barbershop and a mobile beauty shop in partnership with New Orleans-based, "Boss Soul Aquarius" hair salon to assist in delivering barber and support services throughout the affected areas.
  • All barbers and stylists are from New Orleans – and were displaced themselves.
  • Partner with local organizations working with displaced persons from Hurricane's Katrina and Rita in order to facilitate the provision of free haircuts for men and styling for women --irrespective of race, color or creed.
  • Goal to cut approximately 50 men per day and 35 women per day
  • Partner with Red Cross, CNN and "Next of Kin" websites to alert the community

Results

The mobile relief vehicles were stationed in impacted areas throughout the Gulf Coast region and offered free haircuts, grooming services, as well as complimentary telephone lines, internet access and email service so evacuees could have the opportunity get in touch with loved ones.

"When this disaster first hit, we made it our mission to be one of the first organizations to get into the region and offer help to the people who needed it most," said Guy Smith, Executive Vice President for Diageo North America. "After the water and generators had reached their destinations, we felt we could do more to raise the spirits of the people affected and help give them a sense of being home."

The Crown Royal Barbershop and Baileys Beauty Shop included 3-4 chairs for hairstyling. Both mobile shops offered full-service barber and beauty services and licensed barbers and stylists were on-hand to attend to the evacuees' needs.

The effort built upon an existing relationship between the owners of the New Orleans-based shop, Boss Soul Aquarius and Diageo, which recognized and awarded the salon as entrepreneurial leaders for their commitment and service to the community.

Boss Soul Aquarius reached out to Diageo to develop the mobile barbershop and beauty shop relief program. Having lost the popular barbershop located in the sixth ward in New Orleans, the owners and brothers, Jatar Balah, and Mahdi Muhammad, made a commitment to assist fellow evacuees.

The Crown Royal and Baileys mobile relief vehicles were stationed in Mobile, Alabama and traveled to additional areas in the region affected by the hurricanes. The mobile relief initiative is a continuation of Diageo's aid in the aftermath of Hurricane's Katrina and Rita.

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New Canaan, CT 06840
United States of America

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