At the inaugural PM’s CSR Awards, DiGi Telecommunications’ culture and heritage conservation programme took home the trophy. This was a remarkable initiative aimed at conserving Malaysia’s rich heritage – cultural, art, social, built and natural.
Targeted at youth in rural communities across Malaysia, DiGi identified ‘Amazing Malaysians’, heritage champions and unsung keepers of knowledge, arts and traditions to create lasting awareness and to inspire them to continue the conservation efforts.
Five Amazing Malaysians were selected each year from 2005 – 2007, a total of 15 in all. Each project had a three month implementation period during which youth work closely with their respective Amazing Malaysian. The programme drew wider interest than initially envisaged, with involvement of principals, teachers, parents and families, neighbourhoods and communities in the various towns where the projects were being implemented. Children that had the opportunity to participate obtained a lasting sense of pride in their heritage.
The Amazing Malaysians Programme was characterised by strong management and staff involvement. Each project was “adopted” by a different department and led by its department head. DiGi were also involved in all phases of implementation.
The projects were designed to enable transfer of ownership from DiGi and Amazing Malaysian to the communities on a “build, operate and transfer” basis. DiGi partnered with government and non-govt organisations to ensure communities would lead future conservation efforts (a Photo Gallery of DiGi’s Amazing Malaysians is included below).
Two other companies were also given honourable mentions for their CSR programmes promoting culture and heritage, Astro and International Music House (IMH).
Astro’s CSR work has been focussed on stimulating creativity and enhancing knowledge and skills of young local talent through education and appreciation of the local arts. Astro provides free airtime and access to services to the value of over RM6 million annually. In so doing it has dramatically expanded the exposure of local theatre, music and dance groups to the entire nation through access to radio and television.
Astro has supported theatrical productions of Sutra Dance Theatre, Five Arts Centre & “Dramalab. It is a founding member of the KL Performing Arts Centre. Astro also introduced the KrishenJit-Astro Fund to provide deserving arts practitioners with financial aid and initiated the Indian Music Training Programme to deepen skills and knowledge of local musicians through train-the-trainers workshops.
Astro’s efforts are part of ongoing commitment to upgrading local knowledge, creativity, talent and skills. KLPac productions are aired across Astro TV channels and radio stations, involving Astro staff in the programming and interviews. Astro has played an essential role in supporting the cherished Arts which are part of the cultural life of Malaysia.
Since 2000, IMH has been promoting traditional Sarawakian music by providing underprivileged children with sponsorships to learn how to play musical instruments and supporting ethnic musicians to make a living through playing traditional Sarawakian music. It has enabled research into and documentation of Sarawakian ethnic music and created awareness among students of their musical heritage.
The formation of the group Ethnica, who play at important functions, further ensures the survival of indigenous Sarawakian songs and music. The activities initiated under this project have been incorporated into the Ethnic Music Department of the IMH Academy to ensure continuity. The establishment of Ethnica, as a group that plays at important functions, also ensures the survival and ongoing promotion of traditional Sarawakian music. The Ethnica group comprises Dayaks, Malays, Chinese and Indian staff and students. IMH Academy has helped preserve a vital part of Malaysia’s musical heritage.
The Prime Minister’s CSR Awards, launched by the Ministry of Women, Family and Community Development in 2007, aims to recognise companies that have made a difference to the communities in which they operate through their Corporate Social Responsibility (CSR) programmes. Download the Official Entry Form.
