Guinness to Donate €2.5m to Irish Community Groups

As part of its 250th anniversary celebrations, Guinness has announced details of a new marketing campaign from which Irish community and voluntary groups could receive as much as €2.5m in donations.

The idea of the "Signature" campaign is to get one million Irish people to sign their names on a specially designed poster. The campaign will be rolled out in pubs up and down the country in May and June. Community groups stand to gain from the campaign because for every signature received, Guinness has said that it will donate €2.50 to the Arthur Guinness Fund. Guinness then plans to implement the fund in partnership with Social Entrepreneurs Ireland, with the main focus being on projects that will deliver lasting social benefit.

The campaign is being underwritten by a major publicity drive in the form of TV, radio and press advertising.

Speaking recently about the launch of the Signatures campaign, John Kennedy, managing director of Diageo (owners of Guinness), said that “This is a very positive, good news story for Ireland and we anticipate that people will be delighted to get involved. We expect to reach our target of one million signatures which will result in a donation of €2.5m to the Arthur Guinness Fund. This significant fund which will be active from September 2009 is in keeping with Arthur Guinness’s entrepreneurial and innovative spirit.”