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Angeles Guardianes

Santo Domingo.- La empresa Diageo Dominicana, apoyada en sus afamadas marcas Johnnie Walker, Baileys y Smirnoff, lanzó su campaña de responsabilidad social “Angel Guardián”, la cual tiene como objetivo de promover un ambiente de consumo de bebidas sano y responsable dentro de la comunidad.

La presentación se llevó a cabo en una rueda de prensa celebrada en el restaurante Mitre, donde asistieron los ejecutivos y relacionados de la empresa junto a los diferentes medios de comunicación y principales editores.

El concepto parte de la idea “Escucha a tu ángel guardián”, y utiliza el concepto de “No le dejes toda la responsabilidad a tu Angel Guardián”, y el slogan “Si tomas, no conduzcas”, con el cual, la campaña y Diageo invitan a todos sus consumidores a celebrar la vida con responsabilidad y a no conducir después de haber ingerido bebidas alcohólicas para no caer en excesos que lleven a poner en peligro su vida o la de los demás.

“Escucha a tu Angel Guardián” enfatiza la conciencia y responsabilidad que cada persona debe adquirir y Ángel Guardián es la manera de acercarse a los jóvenes de forma asertiva, directa y personalizada, evitando así miles de peligros en las calles de la ciudad y de cualquier lado.

Este mensaje se comunicará a través de dinámicas interactivas y activaciones, las cuales informarán al público sobre recomendaciones positivas y originales para divertirse sanamente. Para ello, Diageo ha elegido las fechas de alto consumo en el país -como el mes de diciembre-, durante el que se realizará un esfuerzo con diferentes actividades y mecánicas en los principales puntos de reunión de la ciudad.


El programa se basa en distintos elementos con información preventiva y de concienciación para que quien deba manejar, no beba, los cuales son entregados por ángeles que van visitando durante la noche a diferentes conductores en esquinas claves y a diversos adultos jóvenes en distintos sitios nocturnos de la ciudad.

Dentro de estos elementos figuran tarjetas con números de taxi, tips para un consumo responsable, cuellos de botella, t-shirts y gorras, todas repartidas por estos comandos que se presentan como los ángeles custodios de los conductores y también de sus acompañantes en la ciudad.


La campaña de “Angel Guardián” fue creada en el 2005, y desde entonces, ha sido un éxito probado; tanto, que ha sido replicado y adaptado en 7 países diferentes: Venezuela, México, Puerto Rico, Costa Rica, República Dominicana, Nicaragua y Argentina.

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