Interview with Anna Dragina

The world's largest cosmetics company L’Oréal is socially responsible. It attracts its emploees to charity. One of the most ambitious projects in this area is the Social Responsibility Day, and part of it is a donor action. Anna Dragina, PR manager of L’Oréal Russia, tells about how donor campaigns are held in the Russian branch of the largest international company in the beauty industry.

Please tell us about the Social Responsibility Day and, in particular, the donor movement at L’Oréal. Are there any significant differences from international practice?

L’Oréal Social Responsibility Day is held around the world. We give employees day-off to take part in various charity events, like environmental protection, children's social institutions repair, free beauty treatments for low-income and socially unprotected categories of people, help to people with disabilities integrate into various spheres of life and others. This year in Russia our project celebrated 10th anniversary. Donor campaigns are an initiative of L’Oréal Russia. In other countries, this practice does not exist. There are also two more Donor Days for the most active employees in the Moscow office during the year.

How do you organize donor days in your regional branches?

We organize donor campaigns only in our Moscow office and at the L’Oréal plant in the Kaluga Region as we do not have branches in other regions. As a rule, the visiting team of the FMBA Blood Center comes to the Moscow office. For the event, we provide a space in one of the large audiences so every person entering it immediately gets registered, and its further movement is as clear and obvious as possible, we arrange the breakfast “before” and “after” the blood supply, we turn on cartoons and movies on the projector so that it was easier for donors to relax.

Usually you conduct donor campaigns and fundraising for a specific person. Why is it so?

After the blood donation, the donor receives the state compensation paid to him by the state, and it becomes a surprise for many of our employees. They are given money for such a good cause, so many decide to donate it immediately. The total amount is small, but sufficient to help one person. Traditionally, in the framework of the donor campaign, we support «Podari zhizn'»
charity foundation, its employees select the most relevant fundraising at the moment and install a collection box in the room where the donor campaign takes place. It is important for us to channel funds to those areas of fund where they are most needed.

How do you inform employees about event?

A month before the action, all employees receive an information letter with the ability to sign up for certain time slots. In a week, we send out more specific information with recommendations on nutrition and other important points. Also, a day before the donor campaign, we remind about the contraindications, recommendations and schedule, it helps us reduce the number of those who could not donate blood during the event, and not create a queue of people who want to.

Who is responsible for such projects?

The corporate communications department is responsible. We conduct all charitable activities.

Are there any special souvenirs, various activities that you prepare only for donor events?

Our employees take part in the donor campaign not for the sake of a bonus, but for a good deed, and we support them. Nevertheless, in order to compensate for the expended resources, after giving blood donors are treated with a big breakfast with pancakes, cheesecakes and sandwiches. And, of course, as it should be, according to the law, we provide day off and an additional day for vacation.

And our traditional question: what would you wish to donors and people, who are going to join donor program?

Do not be afraid. Many of our employees are excited before the first blood supply, but after the procedure they are convinced that there was absolutely nothing to fear. After all, the process itself is very similar to taking blood tests from a vein, only lasts a little longer.

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