On 15 March, normal life upended overnight as Ireland went into a Covid-19 lockdown. Consequently, the vibrant pulse of socialising with friends and family ceased. Anxiety and fear loomed large and existing feelings of loneliness and social isolation intensified.
For many, Guinness is more than a beer – it has been part of our national fabric since 1759. Not alone was Arthur Guinness a trailblazing brewer, he was a passionate philanthropist, an instrument of change and this legacy continues to this day and in that same spirit, Guinness stepped up.
Enjoying a longstanding partnership with ALONE, a charity that supports our most vulnerable older people, a group most at risk from Covid-19 and the social isolation enforced by Covid-19, Guinness donated €300,000 and committed +1,000 hours in operational support to ALONE.
But Guinness also wanted to create a greater sense of connection. Ireland has a love affair with the radio (81% of the population tune in every day). We also knew that an antidote was required to the pandemic dominating the airwaves. We instigated a series of national and local radio takeovers featuring stories of solidarity and unity, which drove donations and promoted the ALONE support services.
300 broadcast spots with +1,000 mentions generated significant reach (+4 million) resulting in Alone securing an uplift in donations, engagement and overwhelming volunteer enquiries at a time that their services had never been needed more. Our Prime Minister also extended gratitude to Guinness for its immediate response at a time in need.
