Mahou San Miguel has always been a company with a strong commitment to society and its Foundation is the instrument to channel it. With the aim of generating a positive impact on workers, its sector and society, the Foundation works in several areas, from training and employment, to social action and volunteering.

Mahou San Miguel had been promoting professional, social, environmental, etc. volunteering for years. And for the first time it began to do so within the framework of its Foundation. The project sought to develop and enrich this new area for the Foundation, within its codes and in line with its values, as well as to create and design initiatives and materials that would boost engagement with volunteers and collaborators.

A participatory, family-oriented, social, youthful and sustainable program that took advantage of its launch within the Foundation to promote its innovative character, bringing it closer to new audiences. A new stage expressed in the tagline 'Promoting the value of people', which was completed with different claims and main messages, some of which were already being used by the organization.