Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Ekrem Dupanović
One of the sponsors of the Cannes Lions in Sarajevo conference, which was held yesterday, was the Tobacco Factory Sarajevo – FDS. On this occasion, we talked with Mrs. Džejna Bajramović, executive director of marketing and member of the Management Board of FDS, about creativity in communication and the FDS’s relation to society, and society’s, or rather the state’s attitude towards the FDS.
Media Marketing: Tobacco Factory Sarajevo for years now is at the very top of Bosnian-Herzegovinian companies that are recognized for their socially responsible business. You have also supported the Cannes Lions in Sarajevo, for which we wish to thank you once again. What made FDS decide to stand by this project?
Džejna Bajramović: FDS has always strived, to the best of its capabilities, to support everything it recognized as socially useful. So was this time, as we were aware of how much creativity and innovation are essential for the success of any company and the society in general, and that it’s worthwhile to support those trying to use their creativity to contribute to the development of society.
Media Marketing: Given the limitations in the promotion of tobacco products, it seems that creativity in communication is one of the aces up your sleeve that enables you to get the maximum out of the modest legal room you’re left with for maneuvering.
Džejna Bajramović: In our industry, creativity and innovation are crucial, as we have to find ways to communicate with our consumers in circumstances of prohibited direct advertising of tobacco products. Finding a way to send a clear message that will reach out and affect the consumer’s awareness is an especially creative task.
Media Marketing: Could you tell us about some of the major projects of socially responsible business you’ve realized lately.
Džejna Bajramović: As one of the most important economic entities in Bosnia and Herzegovina, Tobacco Factory Sarajevo is trying in every way to contribute to the quality of life of the communities in which we operate and live.
As a socially responsible company, we actively participate in the life of both local and broader communities in which we operate, contributing to the general education, cultural and sports development of the society and at the same time improving the quality of life and standard of our employees, their families, and society as a whole.
In a society in which social differences are increasingly deepening, and in which every day there are more and more of those who live below the poverty line and are not able to solve their elementary social needs, it is particularly important to ensure the awareness of those who are in a position to allocate part of the funds that would solve someone’s social needs, in order to ensure that they never lose that from their sight, and, in addition to basic business goals, to have social responsibility built into the foundation of the philosophy of their work.
As a highly conscious and socially responsible company, FDS invests significant resources in socially responsible projects and helps many people in accordance with its capabilities. Since business of FDS is dedicated to providing a positive contribution to society and the environment through developing and implementing responsible business practices, we will continue to show solidarity and help the community whenever we have the opportunity.
In the first two months of this year alone, we have distributed 40 parcels of food and household supplies for vulnerable families in Bosnia and Herzegovina, we are currently working on a campaign to collect books for the library of primary and secondary schools in Rogatica, we provided a space for working-therapeutic workshops for the Association of Women Victims of War “Naš Glas” from Tuzla, and so on.
Media Marketing: A very valuable arts collection, called “The National Treasure” and owned by the FDS, which was presented to the public a year-and-a-half ago, is also part of the efforts of the Tobacco Factory Sarajevo to preserve the exceptional artistic valuables. That’s actually a trait that adorns the strategies of the world’s leading companies.
Džejna Bajramović: We are proud of our collection, boasting art created by the greatest names of Bosnia and Herzegovina. It speaks volumes about our company’s consciousness that this is something that should be invested in, and in that way FDS supports artists and arts, at the same time building a precious collection owned by the company, which represents a valuable investment.
Media Marketing: In addition to leading the strategy of corporate social responsibility of the FDS, you also get personally engaged in similar projects. For example, you participate in leading the workshops Personal and professional development within the project Initiative for creative dialogue and communication.
Džejna Bajramović: Responsibility is a matter of character. It’s a part of me and my personality, so I try in every moment and every part of my activity to give my maximum contribution, and make an example. Many need help, even those who are helping, who are unfortunately few already.
Each successfully implemented project, which brings great happiness to someone who needs help, represents a great pleasure for me.
Yes, I work on educating young people through the aforementioned project of the TPO organization. I aid them with my personal knowledge and experience in their personal development, professional orientation, and attitude toward management/building of a career that isn’t guaranteed after completing formal education, but is solely a challenge of everyday training which today is an individual thing.
Furthermore, one of my personal joys is supporting women in the association Women Victims of War “Naš Glas” (“Our Voice”), which are abandoned and left to fend for themselves in this already harsh space and time. They very much need the help from all of us – both individuals and society – to what I draw the attention wherever I can, even here in this interview.
Media Marketing: How does the society respond to Tobacco Factory Sarajevo for such support?
Džejna Bajramović: Society is a broad term, and I think that in this broad society there are those who appreciate what we do and are aware of the contributions that the FDS has provided to this society by investing heavily in the development of sports, culture, art, health, science, etc. But if your question relates to the state, then we believe that very little has been done for us. We are faced with the increasingly difficult conditions for our sustainability. Some of the biggest culprits for such situation are the very aggressive and unreasonable excise policies, as well as the lack of interest and the “inability” of the state to confront the huge smuggling of tobacco and cigarettes, which is harmful to the country itself, and to us who are legally doing business and settling all obligations toward the state, and whose work means livelihood for many families, both our workers and those associated with what we do: tobacco growers and other business partners…