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Case Story Details


Organization Name

Pain D'Or

Case Story Title

AIDS awareness campaign printed on Pain D?Or?s bakery products.

Case Story Date


Issues Addressed

  • Principle 1 - Businesses should support and respect the protection of internationally proclaimed human rights
  • Principle 2 - Make sure that they are not complicit in human rights abuses

Case Story Category

Internalization Project

Countries of Impact

Bulgaria, Croatia, Hungary, Macedonia, The Former Yugoslav Republic of, Romania, Russian Federation, United States of America

Case Description

The problem the project addresses is the spread of HIV/AIDS in Bulgaria as well as other regions of the world since the company sells over 80% of its products outside of Bulgaria. HIV/AIDS is becoming an increasing problem in Bulgaria with rising infection rates especially among young people. The opportunity to partner with the company Pain D’Or in publicising the awareness campaign about HIV meant approaching AIDS prevention in an innovative way. As Pain D’Or’s wrapped bakery products are mainly bought by young people, printing the internationally recognizable AIDS logo with the wording ’We support the UN led campaign ‘Live and let live’ in English and Bulgarian complements the national UN tolerance campaign and raises awareness on issues surrounding HIV/AIDS in Bulgaria but also in, Romania,, the USA, Hungary, Croatia, Macedonia where over 75% of the bakery products from Pain D’Or are sold. Furthermore, Pain D’Or distributes campaign material through its outlets.
The objective of the project is thus to: complement and increase the impact of the current AIDS tolerance campaign, raise awareness on issues surrounding HIV/AIDS as well as promoting social corporate responsibility among the business community.
The indicators to be used to measure progress will be measuring the sale of croissants while the overall impact of the campaign will be measured through a campaign survey. The timeline for the project has been set to at least the end of the AIDS campaign, hence June 2004.The actions to implement this project were relatively straightforward. After the wording under the AIDS logo was decided upon and graphically adapted to Pain D’Or’s product packaging, the design was engraved into the printing cylinders and transferred onto all metallic foil wrappers. The branded products are then distributed thought the normal retailing channels in the countries where Pain D’Or operates. The lead in implementation was taken by Pain D’Or with support from the UNDP Global Compact representatives.In numerical terms Pain D’Or altogether has invested over 2000 Euros in engraving the printing cylinders. The main investment was in changing the standard design of the product wrappers to integrate the new campaign logo. It can be seen as a sustainable investment as it requires no further financial investment. Pain D’Or’s contribution however should not be seen in numerical terms, but rather in the context out of which it comes. The Bulgarian private sector is still very nascent. The concept of social corporate responsibility is also very new.
2000 Euros is a very substantial investment for a country like Bulgaria where it is equivalent in real terms to the salaries of 2 employees full-time for the period of one year. Still the company decided that this was a priority issue for Bulgaria and for them to support.The project can claim to have achieved the following:
- HIV/AIDS over the last months has received, through Pain D’Or’s contribution and its awarding of the Global Compact Best Practice Award, more attention and press coverage than any causes supported by companies in Bulgaria.
- The company’s wide networks spanning the whole country and extending to other geographical regions through its export channels has meant that the AIDS ribbon and as such ‘AIDS’ has been brought onto the public sphere far beyond the borders of Bulgaria.
- The partnership with the private sector has been strengthened and as such contributed to building up a multi-sector response towards fighting HIV/AIDS.


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