Diageo: creating positive futures

Global drinks brand Diageo wanted to engage and inspire staff by helping them be part of something bigger.

We created Positive Futures, an initiative that enabled Diageo staff to support disadvantaged young people in the local community.

A black logo on a yellow background with the words: “Turn a negative past into a positive future: Diageo proud to support positive futures”.

Alcohol and young people is usually a toxic mix. Positive Futures enabled staff to be part of something transformative.

  • A young woman looking out at the camera. She is a young person supported by the charity Positive Futures as part of an initiative with Diageo created by GOOD Agency.
  • A mockup of a poster for the Positive Futures initiative. An image of a young woman’s face is combined with the words 'I used to expect failure. Now I’m expecting to get a degree.'

By connecting staff to projects working in the areas where Diageo are based we helped them feel part of their local community, not apart from it.

A mockup of three flyers for the Positive Futures initiative, supported by Diageo and created by GOOD Agency.

Powerful storytelling showed staff how Positive Futures was transforming the lives of young people from some of the UK’s most challenging and disadvantaged backgrounds.