In Latin America we consulted widely before deciding how we could effectively tackle some of the most pressing needs in our communities. Alerted to the high levels of illiteracy and the large proportion of school drop-outs in the region, our response was to devise the Learning for Life programme which we launched in 2009.
Learning for Life is a three-year scheme through which we aim to improve the lives of 50,000 underprivileged people by providing them with the skills they need to participate and compete in society. The programme has been partly funded by Buchanan's Forever concerts, which in 2009 featured performances by Sir Elton John and James Blunt - an example of cause-related marketing by the popular Scotch whisky brand.
Learning for Life courses, run in partnership with educational and training organisations, focus on four areas of competency - tourism, retailing, the arts and hospitality - fitting well with Diageo's business. Over six months, participants receive 400 hours of instruction in entrepreneurship, interpersonal relationships, computer skills and business management.
Our partnership with Young Entrepreneurs Start Up in Indonesia aims to inspire young people with the possibilities of entrepreneurship and provide them with support in starting their own business. After introductory workshops, 77 high-potential entrepreneurs were trained to develop their business plans and mentored in how to be successful in a range of sectors.
In Vietnam, our joint venture with the Saigon Children's Charity has for two years provided training to disadvantaged young people and helped them find jobs in hotels, restaurants and shops in Ho Chi Minh City. The four six-month courses covered confidence-boosting areas such as attitude and grooming as well as specific professional, IT and English language skills. Of the 163 students who enrolled, 124 have graduated and found jobs.