CCIFS Grand Prix 2021 : Pernod Ricard - Charity Marathon Run for Maternity Wards

The Grand Prix will be awarded at the Gala Dinner. The company Pernod Ricard is nominated for the category "Corporate Social Responsibility".

Project summary:

Serbia’s health care system suffers from underfunding, with lack of medical equipment as one of the major issues. In order to help support the health care, Pernod Ricard employees from Serbia took part in the 34th Belgrade marathon, with a symbolic run to raise money for the B92 Fund initiative „Battle for Maternity Wards.”

Thanks to this socially responsible gesture by the Pernod Ricard Serbia team, and support by Pernod Ricard Kenya, Narodni Front - the biggest maternity ward in Serbia, received three CTG devices – unsurpassable in the management of pregnancy. This is the fifth year that the company has supported the “Battle for Maternity Wards” campaign in this way.

As the charity run was designed to support the maternity wards, this was a suitable opportunity for the company to convey the message that pregnant women must not drink alcohol, which is also communicated by a special logo included in the back label of all Pernod Ricard bottles. The activity is part of a broader 2030 Sustainability & Responsibility Roadmap „Good Times from a Good Place“ launched by Pernod Ricard Group.


Engage employees to become champions of serving the community and support heath care system in Serbia. 


Pernod Ricard employees from Serbia are taking  part in Belgrade marathon repeatedly for 5 years, with a symbolic run to raise money for the B92 Fund initiative „Battle for Maternity Wards.”  Besides donating 3 CTG devices to Narodni Front hospital in 2020, Pernod Ricard donated a mobile incubator in Jagodina, 3 CTG devices in Subotica, a patient monitor with ECG and neonatal aspirator in Čačak, while the hospital in Aranđelovac received a phototherapy lamp for neonatal jaundice.

The goal of the „Battle for Maternity Wards‟ is to help maternity hospitals and medical centers in Serbia by providing them with essential medical equipment. More than 40 maternity hospitals have received all the necessary equipment worth over 3 million euros.

Pernod Ricard believes that, in order to avoid any risk, pregnant women must not drink alcohol at all and should be advised not to do so. As one of the founding members of the European Alcohol & Health Forum, created to implement the EU strategy to support Member States in reducing alcohol related harm, in 2007 the Group Pernod Ricard has committed to extending the logo dissuading pregnant women from drinking alcohol imposed by law in France in 2006, to all labels of wine & spirit bottles it sells in the European Union. In 2013 the company decided to extend the pregnancy logo worldwide, effective as of 2017. The activity is part of a broader sustainability and responsibility roadmap launched by Pernod Ricard Group.

Target groups:

As the charity run was designed to support the maternity wards, the company used the opportunity to convey an important message that pregnant women should abstain from drinking alcohol, to general public, media, consumers as well as to public authorities.


High media interest, amazing participation rate among employees, with employees personally volunteering to take part in the initiative that they recognized is benefiting the local community. The initiative received support by colleagues from Croatia and Bulgaria, and also from a distant Kenya.


In 5 years span, the company donated 19.000 euros in medical equipment. However, what is much more important than purely financial value is hope that at least one life was saved with this donation.   

Support material:

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