At the end of March 2020, Campari America initiated the Shaken Not Broken campaign, donating US$1 million to Another Round, Another Rally, a non-profit that raises emergency funds for hospitality workers facing economic hardship due to COVID-19.
At the same time, Campari also encouraged the community to support their local hospitality business via the #AnotherRoundChallenge initiative.
Following in their US counterpart’s footsteps, Campari in Vietnam has, together with Campo Group, launched their own fundraising campaign for the first time this year called #ShakenNotBroken for the hospitality industry in Vietnam, with the aim of raising much needed money for important educational programs at KOTO (Know One, Teach One).
KOTO is a not-for-profit social enterprise that empowers at-risk and disadvantaged youth in Vietnam through its holistic hospitality training program founded by well-known Vietnamese-Australian, Jimmy Pham.
KOTO stands for Know One, Teach One with the ethos that learning should be passed on and that knowledge is meant to be shared.
According to Saigon-based Allan Jensen who is Campari Group’s business development manager for the region, the decision to support KOTO makes sense given the organisation’s long-standing contribution to Vietnam’s hospitality industry: “COVID-19 has been hard on all of us and especially the hospitality industry,” says Jensen. “KOTO was chosen by us due to their fantastic program of helping young people get education and training in the sector that we all love and enjoy, so by funding this program, we will once again be supporting new talents in developing the critical skills needed in order for them to grow our industry further.”
Following in the steps of KOTO’s guiding principles, the campaign is open to everyone who wishes to participate, meaning bars and their patrons, with only one delicious caveat – Negronis must be available on the menu.
Participating bars will receive special offers on Campari and other brand portfolio products, and if they buy one of the packages on offer (see how below), their sign-up fee will be covered by Campari in addition to receiving #ShakenNotBroken POSM packages and a guest shift from charismatic Campari Group Brand Ambassador, Lê Khả Huy Khánh.
“The campaign is about giving back to those who need it,” explains Jensen, “and as a Campari employee, it makes me proud to be able to give back to the community and at the same time contribute to supporting and further developing the industry that we love during a very difficult time.”
#ShakenNotBroken runs until Oct. 31 and is nationwide.
To participate via donation, simply go to https://gogetfunding.com/shaken-not-broken-vietnam/
To participate via drinking Negronis, simply go to your favourite bar!
For more info on how to participate, visit the #ShakenNotBroken Facebook page https://www.facebook.com/shakennotbrokenvietnam