Dr. Robinson Talks Diageo’s ‘Show Your HBCU Spirit’ Campaign

Behind each culture-shifting model marketing campaign, is a dynamic visionary like Dr. Danielle Robinson, Head of Neighborhood Engagement and Partnerships at Diageo, who elevated Homecoming season with the famed model’s ‘Present Your HBCU Spirit’ initiative.

“We began off in 2021 with a $12.7 million greenback donation to twenty-eight HBCUs and wished to actually keep engaged with our faculties and the alumni viewers by partaking round moments of celebration like Homecomings and Anniversaries,” stated Robinson, an award-winning advocate for community-empowerment.

“It was actually once I began to have interaction and perceive the neglect of the HBCU group from a Governmental perspective in addition to a company perspective, that I assumed this was a approach for us to have interaction and make a distinction.

Rooted in authenticity, the impactful initiative celebrates HBCU tradition whereas constructing group, powering Homecoming/Basic activations, offering scholarships to assist future leaders, and fostering important packages like Studying Abilities For Life.

Supply: Diageo/Hyyer Artistic

“The Studying Abilities for Life program is considered one of our flagship group packages globally,” stated Robinson. “I lead it right here for North America, and have been doing it for 12 years. It’s a program that makes a speciality of coaching folks in underemployed communities in bartending, hospitality, and entrepreneurship.

“We function in 10 cities and have in-person packages so it’s free, free, free for anyone who desires to get a basis in bartending. The web and in-person courses that we do nose to nose vary from 5 days to three weeks and also you could be a bar again or a full-on bartender whenever you graduate.

We graduated 8,000 college students in North America since we began–280,000 globally and companion with duty-free firms, Carnival Cruise Traces, and Marriott Hilton.

Our college students are working in every single place. I’ve had college students on Bar Rescue. It’s phenomenal.”

Supply: Diageo/Hyyer Artistic

With everlasting endowments at 28 HBCUs and minority-serving Establishments, Diageo prolonged its profitable streak with stops on the buzziest Homecomings, together with SpelHouse, North Carolina A&T’s ‘GHOE,’ and Howard College’s star-studded Off The Yard Pageant.

To honor the legacy and pleasure of “The Mecca,” the trend-conscious model introduced out viral comic Desi Banks and rising Hip-Hop star Woman London to rejoice the enduring spirit of Howard College.

Supply: Diageo/Hyyer Artistic

Supply: Diageo/Hyyer Artistic

Supply: Diageo/Hyyer Artistic

Constructing on the momentum from Homecoming SZN ’25, Diageo introduced its return to the legendary Bayou Basic between Grambling State and Southern College on Nov. 28-29 in New Orleans.

As tens of 1000’s collect for the storied spectacle, the model (which serves because the Basic’s official spirits companion) will highlight inclusivity, group impression, and legacy via alumni storytelling and scholar engagement by way of the Studying Abilities for Life program.

“New Orleans is wonderful in the course of the Bayou Basic–300,000 folks descending on the town,” stated Robinson. “You already know, the dome, all of the events, the celebrations within the streets, you may simply stroll up and begin dancing in the midst of the sidewalks.”

Whereas there’s definitely an emphasis on selling a superb time, particularly when having fun with spirits from its strong portfolio (over 200 manufacturers!), it’s clear that security can also be a serious precedence for Diageo.

“I would like [students] to go away [our events] with a message of accountable consumption and that typically one of the best choice is to not eat in any respect,” stated Robinson.

So we’ve got our ‘Cheers To Selection’ program, which is about low, mid, and no choices, which suggests we’ve got mocktails on the menu, we’ve got low alc choices on the menu, so you could have some selections.

And typically you may simply need a mocktail, or you may have a implausible cocktail from a few of our brands-so they’ve many selections.

[And we want them to] be sure that they’re interested by how they get dwelling after a night–our ‘Take a Minute, Make a Plan’ program addresses that. However simply understanding that alcohol must be utilized in a accountable approach.”

For more information about Diageo’s HBCU-focused campaigns, click on right here.