The Guinness brand increased the fundraising initiative by releasing a series of limited-edition, firefighter-inspired T-shirts, one of which is designed in collaboration with country music superstar Brad Paisley, as a tribute to firefighters everywhere.
Guinness USA and Diageo continued its partnership with The Leary Firefighters Foundation (LFF) this past St. Patrick’s Day to raise money in support of firefighters across the country. The Guinness brand increased the fundraising initiative by releasing a series of limited-edition, firefighter-inspired T-shirts, one of which is designed in collaboration with country music superstar Brad Paisley, as a tribute to firefighters everywhere.
The Guinness St. Patrick’s Day initiative was used to celebrate those of great character and heroism who want to be and do more – qualities firefighters showcase every day. Throughout this year’s initiative, Guinness has also been raising a pint responsibly with local community events in honor of those who make great contributions to their communities – such as community leaders, military personnel, EMS workers and, of course, firefighters.
Patrons of legal drinking age were invited to celebrate National Raise Your Glass Day on February 26, by sharing a photo of their Guinness pint on Twitter, tagging @GuinnessUS, or posting it on the Guinness US Facebook page. For each photo posted, Guinness donated $1 (up to $100,000) toward its fundraising effort in support of firefighters.
"Last year, we raised more than half a million dollars for the Leary Firefighters Foundation, and we're looking to raise even more money this year," said Guinness Brand Director Emma Giles.
“Last year, we raised more than half a million dollars for The Leary Firefighters Foundation, and we’re looking to raise even more money this year,” said Guinness Brand Director Emma Giles. “Firefighters personify the Made of More spirit through their selfless and heroic actions and do so without the expectation of anything in return. These brave men and women carry on the same enduring character that Arthur Guinness instilled in our brand more than 250 years ago.”
This year, the Guinness brand teamed up with Paisley to add his own spin to one of the firefighter-inspired T-shirts available for purchase, with all net proceeds benefiting The LFF. Paisley comes from a family of firefighters. “My father was a volunteer firefighter and showed me at an early age the sacrifices made every day by firefighters and how important what they do is to their communities,” said Paisley, who offered artistic input on one T-shirt’s design. “I’m so excited to be a part of the Guinness initiative, knowing their work with The LFF has such an impact on the safety, effectiveness and overall lives of firefighters.
The T-shirts were available through St. Patrick’s Day for a $20 donation through more than 1,700 in-bar events held across the country and at GuinnessGivesBack.com – the online hub for all philanthropic efforts surrounding the Guinness brand’s commitment to firefighters. All net proceeds raised went toward The LFF to provide the much needed funding for fire departments nationwide to receive equipment, technology and training necessary for the continued well-being of firefighters.
“We’re thrilled to be partnering with Guinness for the third consecutive year to support local firefighters across the country,” said Denis Leary, actor and founder of The Leary Firefighters Foundation. (See Leary’s video on the T-shirt here.) “The Guinness brand’s commitment to honoring these men and women who go above and beyond to help their communities has been fantastic. With the help of partners like Guinness, the LFF has been able to implement initiatives such as a First Responder leadership development program for fire departments in Boston, New York and Worcester, MA, as well as donating more than $260,000 worth of fire and safety equipment to the Detroit Fire Department. We look forward to accomplishing even more this year.”