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ANA BELLA SOCIAL SCHOOL FOR WOMEN EMPOWERMENT: From victim to survivors social and business changemakers

All over Spain, SpainAll over Spain
Project Stage:
$100,000 - $250,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

A social changemaker solution to a business need: empowering survivor women to avoid exclusion by providing valuable jobs as sales promoters rather than invisible double victimization jobs. Recruiting based on personal values as survivors rather than positive discrimination for being victims. Women become changemakers contributing to economic and social growth of companies and positive testimony to encourage other women to get free from violence.

About Project

Problem: What problem is this project trying to address?

10% women are abused in Spain 2.150.000 according to 2011 Minitsery Macrosurvey. If it is difficult to find employment in Spain with 27% unemployment rate, there is a greater barrier for women who have been abused with no previous experience or training. Despite subsidies of hiring abused women, the recruitment index is still low due to social rejection of employing women portrayed as battered. Traditional support providing a positive discrimination suffers from a double victimization: prevents women from being inserted as positive asset for the company and social changemaker, because it is reduced to training courses and employment opportunities mainly as cleaners, maids or kitchen helpers, invisible and not socially valued jobs.

Solution: What is the proposed solution? Please be specific!

Ana Bella Foundation innovates & portraits abused women as survivors not victims. They are not the problem, but part of the solution. Ana Bella help them to release their potential as effective workers in times of crisis, capable of facing employment as a source of personal dignity and committing to social and economic company goals delivering excellence service. Danone provides a social solution to a business need: empowering survivor women to avoid exclusion by offering valuable jobs through promotional campaigns. Not invisible jobs as cleaners but visible positions as Danone Ambassadors.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

Empowering survivors as social changemakers by providing training and valuable jobs opportunities. Government support for aged abused women does not consider labour market integration but just a subsidy as passive social agent. We did not see the black eye in Gloria but her potential as survivor and active agent of social change. She was trained and hired as Danone Ambassador. It was her first job being 62 years old. Danone believed in her life experience and skills developed as survivor, her clients encouraged her every day by gratitude comments and she started to believe in herself as a changemaker. Now she contributes to society welfare with her taxes plus leading an NGO Voluntiers in Action to help 25 eldery people living alone.

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

National Impact: Gov. Agreement + positive influence in policies against domestic violence addressed in Spain. Now focusing on transforming business practices to achieve social changes: from victim/problem to Survivor/solution acting as changemakers who contribute to social and economic growth of companies. How? Showing success of Danone Ambassadors & getting more firms = 500 jobs opportunities for survivors in Spain within 2 years International Impact: standardize business-social model in collaboration with ESADE University. Investing in scalability abroad Spain thanks to Ecosystem Fund. Detecting changemaker ONGs in countries where Danone makes business. Start with Danone & influence companies & political policies Goal: Avoid double victimization & exclusion suffered by abused women by providing social valuable job opportunities which create social & economic value for companies

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

Government: Ie. Cualifica program by Andalusian Women Institute: training courses and employment opportunities mainly as cleaners, maids or kitchen helpers, invisible and not socially valued jobs whic keep double victimization and social exclusion for abused women NGOs: Ie. Integra Foundation: positive discrimination for being victims. Free human resources services depending on governmental economic support, not self supporting model. AnaBella Social School For Women Empowerment: cocreation model transforming companies practices and social impact. Hiring based on personal values as survivors= assets. Not invisible jobs as cleaners but visible positions as sales promoters. Empowering survivors as social and economic changemakers inside companies. Economic sustainability: business need with approved budget addressed with a social changemaker solution (sales promoters + on going training)


NGOs leads by a social-entrepreneur is a must. Ana Bella is a survivor women and Ashoka fellow that ensure the vision and social impact of the co-creation model addressing domestic violence issues, portraying abused women not as victims but Survivors changemakers. Company with a dual economic & social project is a must. In our case is Danone that goes beyond philanthropy by transforming donations into co-investment and co-creation. Sustainable development manager Esther Sarsa shared the co-creation model vision all over the company and acted as a catalyst to launch the project with a multiplied effect inside the company. Intermediate partnership with a business & sector expertise & socially motivated small company is a must. In our case M. Task Force provides the expertise in sales promotions & the impulse leads by the owner Merce Almendros to get more clients added to the project
About the Lead Co-Creation Partners
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Basic Info
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Primary European Country where this Project is creating social impact

, All over Spain

Additional European countries where this Project is creating social impact
Select the category that best fits the type of your project:

New products & services: Entries in this category develop and offer essentials product and services that address needs currently unmet, Job Creation: Entries in this category create new jobs for people away from the labor market.

What awards or honors has the project received?

2013: Seres Found. Award to Danone for best Social Innovation and CSR iniciative. 2012: Best Danone Suppliers Award & Sustainab

Project Summary
Co-Creation Model: Tell us about your main strategic partners and how the partnership truly create value. For each Partner please include its type (business/social/public), its name, a short description, its key motivation to participate in the co-creation project, and the key contributions it is making in the co-creation project. Please follow the format displayed below:

Partner 1
-Type of partners : social
-Short description sentence: Ana Bella Foundation, leaded by Ashoka Fellow and survivor Ana Bella, is a survivor women network helping victims to overcome violence as social changemakers.
-Key motivation to participate in the co-creation project: Transforming labour and social business practices addressing domestic violence issues. Hiring process based on personal values as survivors rather than positive discrimination for being victims. Avoiding double victimization and Empowering survivor women as changemakers.
-Key contributions in the co-creation project: socialentrepreneur vision, legitimacy, training and recruitment innovative processes in human resource services for abused women, survivor women network access, empowerment changemaker expertise, knowledge fighting domestic violence challenges, mediation and social support and communication capacity.
-Partner 2
-Type of partner: business
-Short description sentence : Danone is a a world leader company in the food industry sector with a dual economic and social project based on social innovation linked to its business.
-Key motivation to participate in the co-creation project: Danone Spain jointly with Danone Ecosystem Fund aim to co-create local socio-economic capabilities through inclusive partnerships that reinforce Danone’s ecosystem and contribute to common interest creating both social and economic value. Danone wants to create innovative business and social models that generate sustainable value.
-Key contributions in the co-creation project : Ecosystem Fund and Danone Spain fundings. Commitment of a top manager to co-design, co-manage, and co-monitor the project over time. 118 Jobs opportunities per year for survivors women as Danone sales promoters ate the point of sales. International scalability.
-Partner 3
-Type of partners : business
-Short description sentence : Momentum Task Force SL is the intermediate experienced company that recruit and develops the sales promotion campaigns at the point of sales for Danone and others clients.
-Key motivation to participate in the co-creation project: To offer a social solution to a business need already are addressed by them: sales promotional campaigns with higher quality services and a social cause
-Key contributions in the co-creation project : National scalability. Sales promotion expertise. Operational and technical skills. Equipment, infraestructure and logistics. Distribution client networks.

Impact: What is the impact of the work to date? Also describe the projected future impact. Please specify using qualitative and quantitative data (e.g. # of indirect and direct beneficiaries); help us understand how this solution truly makes a difference.

160 women increased income as Danone Ambassador & others > 6 month jobs Future Goal: 500
207 women trained professional & skills for life
112 women coached and empowered
122 indirect beneficiaries of services of survivor NGOs
253 children indirect beneficiaries.
1100 survivor women have come visible in recruitment pool
Decrease staff turnover from 63% 2011 to 2,25% 2013 market 40%
Decrease absenteeism from 2,83% 2011 to 1,66% 2013 market 40%
97% excellence feedback from Danone salesforces
Increase in marketshare
Increase clients 2011 from 1 Danone to 4 2014
Qualitative results
Best Sustainable and Best Suppliers Danone Awards 2012
Best Social Innovation Project SERES Foundation Awards 2013
Recognition Ministry Equality Spain
Governmental Agreement & positive influence in policies against domestic violence.
178 media impacts 65 millions audience

Funding: How is your project financial supported? [select all that apply]

Foundations, Businesses, Customers.

Sustainability Plan: Has your project already reached financial sustainability? If not, what is this solutio’s plan to ensure financial sustainability? Do the main partners have enough stake to sustain the solution? If this project requires limited budget, how will other resources be secured to maintain or grow this work?

Danone Ecosystem Fund & Danone Spain are our biggest financial investors. Moreover Danone Spain was the first client in hiring our services. Financial sustainability needs 4 more big clients to hire our human resources and promotional services with survivor women. We have already got 2 more (Campofrio + Bonduelle) and we plan to fulfill it by the end 2014. We are also implementing our business model with training and empowerment process addressing domestic violence inside companies, offered to employers according to the on-going training official governmental programs. We use the same model: business need with already approved budget by companies addressed with a social changemaker solution (sales promoters + on-going training). Once we reach sustainability in Spain we count on Ecosystem as a possible investor for the model scalability to other countries where Danone develops its busines

Founding Story: Share a story about the "Aha!" moment that led the Partners to get started and/or to see the potential for this to succeed.

Danone sales promoters used to be women in their 20s with high absenteeism rates which mean low efficiency & effectiveness. Danone decided to change & hired a new sales promotion agency called MTF & included a social vision according to its business strategy. Danone looked for an Ashoka fellow in Spain working on women issues & founded Ana Bella Foundation, leaded by a survivor women herself, which guaranteed the social impact. Ana Bella portrayed abused women not as victims but survivors & positive assets for the sustainable growth of companies. Both vision match to address a business need implemented by a social solution that will also address a social problem: domestic violence. We co-create the business model & it was approved by Danone Ecosystem Fund to be supported with successful social & business results. Danone found in Survivor women committed and best-in-class sales promoters

About the Co-Creation
Barriers: What main barriers may you have encountered to co-create during the creation and implementation of the project and how did you try to overcome them?

Companies are cutting job opportunities inside their own staff. We overcame labour integration of survivor using a service still needed for big companies, sales promotion campaigns, for which they have budget even in crisis time
Despite subsidies in hiring abused women, social rejection of employing women portrayed as battered still exists. We overcame social stigmatized image of abused women by appearing on TV shows with succeed examples of survivors acting as Danone Ambassadors in the points of sales
To deal with middle-age salesmen from Danone not trained about domestic violence, we made anawareness campaing during Danone congress
Promotion campaigns work on a short-time notices. We make an ongoing HHRR process to be ready to answer to the business needs on time
Quits based on wrong selection. Double selection process linking companies goals with survivor skills & personal goals

Governance: What is the type of the relationship between the partners? (e.g. joint venture, contractual relationship, joint project...)

Co-creation agreement signed by Ecosystem, Danone Spain, Ana Bella Foundation and Momentum Task Force. Expressed through collective governance. Sharing expertise and additional resources. Co-design, co-manage and co-end the project: from design to assessment via cooperative management and the exploration of new forms of governance. Co-finance: shared investment by Ecosysteme and Danone as first client. What result as an accountable and extended value creation. Guarantee a balance between economic profitability and social impact, to maximize the value creation for all parties and beneficiaries

Interaction model: How is the project a transformative partnership? How is the interaction transforming the partnering organizations and their employees/ leadership in terms of creating a new vision, new management practices, new skills and new organizational structures? Please provide for concrete examples

Win-win partnership
Danone Sales campaigns changed from hiring young promoters with high turnover & absenteeism to survivor women with commercial performance as brand ambassadors above average. Sales increased as result of the work of best-in-class ambassadors with higher qualification & motivation: High-profile & well-trained. Credibility increased through closer shopper profile. Rotation decreased with committed hostesses
Abused women empowered themselves as changemakers thanks to a social worthy job opportunity in front of public (not hidden) avoiding social exclusion, they say: we are not cleaning ladies any more we are Danone Ambassadors. They became succeed examples for other victims
AnaBella Foundation changed social vision into a business social model offering together with MTF a real business service to address domestic violence portraying survivor as committed workers

How did you find out about this competition?

Mailing by Ashoka Spain