The full list of winners and honourees of the 2010 PM’s CSR Awards
COMMUNITY & SOCIAL WELFARE
WINNER: CIMB Group
CIMB selected the Community Link Challenge 2009’s winning project, The Amal Corner Cafe and Budget Hostel, to illustrate the wide-reaching impact of its CSR work.
The Bank’s Jitra branch in Kedah operates this establishment in partnership with a local NGO, Pertubuhan Amal Daerah Kubang Pasu (PASU). It trains marginalised groups, in particular single parents, and indirectly also benefits a larger community through a thoughtful network of suppliers and producers.
Amal Corner was set up with an initial grant of RM50,000 and the cafe has grown to include a profitable catering business and a hostel.
Aeon Co (M) Bhd – Its charity Foundation “With All Our Hearts” (WAOH) Malaysian AEON Foundation focuses on helping the less fortunate, especially special needs children. Since its inception, Malaysian AEON Foundation has engaged in various philanthropic activities. In the year 2009-2010, these included contributing more than RM650,000 to 30 organisations; completing Rumah Tunas Harapan (RTH), a home for underprivileged children in Seri Kembangan, Selangor; and acting as the main sponsor for Bersamamu on TV3.
Maybank – The Cahaya Kasih Rumah Singgahan Programme has built its network to include seven homes throughout Malaysia. Maybank teamed up with Yayasan Sejahtera under the auspices of the Putrajaya Committee on GLC High Performance (PCG) and New Straits Times Press to set up the Tabung Maybank Sejahtera, which aims to assist in the creation of a sustainable living environment for vulnerable communities in Malaysia. Maybank donated RM50,000 to kick-start this fund, which has collected more than RM290,000 to date. Among the beneficiaries of the fund will be the disabled, the aged, single parents and orphans.
CULTURE & HERITAGE
WINNER: CIMB Group
Deafbeat is a 14-member percussion troupe comprising of solely deaf performers set up with CIMB’s assistance in 2007. Their instrument of choice is the Chinese Flower Drums, a traditional percussion instrument used in Chinese orchestra. The troupe started performing in 2008. Jing Ying Wushu, the Dragon & Lion Dance Association is a deaf acrobatic lion dance troupe which is trained to perform to competition levels. The troupe started performing in 2009 and by the end of last year, had taken part in three competitions.
There were no Honourable Mentions in this category
WINNER: The Sunway Group
Read more here
IOI Corporation Berhad : The Yayasan Tan Sri Lee Shin Cheng was set up in 1994 and provides financial assistance, school bags and stationery to underprivileged primary and secondary school children throughout Malaysia under a School Adoption Programme. Certain schools receive funds to upgrade their facilities, while scholarships are awarded to bright students. The Group also fully funded and built SJK (C) Ladang Harcroft in Bandar Puchong Jaya. In addition, IOI sponsors 22 Humana Learning Centres which house more than 2,000 children of foreign plantation workers.
MEASAT Broadcast Network Systems: The Kampus ASTRO Project brings 14 international and local educational channels to 10,000 schools throughout Malaysia and reaches 5.3 million students, including those living in remote areas. In addition, it reaches 100,000 students from over 500 schools through the Kampus Astro on Wheels. Astro also produces 230 new hours of local educational content in English, Bahasa Malaysia, Mandarin and Tamil to complement and support the Malaysian school syllabus.
EMPOWERMENT OF WOMEN
WINNER: L’Oreal Malaysia Sdn Bhd
L’Oreal Malaysia For Women in Science Fellowships (FWIS) is an extension of the international L’Oreal-UNESCO Awards, and provides financial grants of RM20,000 each to three young female researchers to pursue scientific studies in Malaysia. The programme was developed to recognise and support promising young Malaysian women researchers and highlight their significance in the field of science.
To date, 12 outstanding Malaysian women have received the FWIS award. FWIS Malaysia is supported by the Malaysian National Commission for UNESCO, in partnership with the Academy of Sciences Malaysia, the Ministry of Higher Education and the Ministry of Science Technology and Innovation.
Kulim Malaysia Berhad: In 2008, Kulim Malaysia launched a Panel Aduan Wanita (PAW), or Women’s Grievance Panel, with the aim of creating awareness of issues such as sexual harassment, domestic violence and women’s rights. In 2009, the existence of PAW was ‘advertised’ through roadshows to Kulim’s operating units. As a result, a feeling of solidarity developed among women in the estates. At the Sindora Estate, a club called Kelab Wanita Sindora was set up to involve women in social, charitable, religious, knowledge-sharing and income-generating activities. The management fully supports this club and has provided two staff quarters for its use. Meanwhile, PAW has been rebranded as Women OnWards (WoW), reflecting a shift in focus from grievance management to empowering women socially and economically.
WINNER: Malakoff Corporation Berhad
Malaysia’s largest independent power producer has installed grid-integrated solar panels in six schools as part of its Green Schools programme, and this will be extended to 20 schools. Its CSR efforts also include The Malakoff Mangrove Initiative towards which the company has made an initial investment of RM200,000. This initiative covers four hectares with 9,300 saplings. An annual research grant has also been set aside for scholars involved in environmental conservation, especially mangrove/tree planting.
Malakoff’s Energy Efficiency Lecture Series is aimed at raising awareness on the topic and providing cutting-edge solutions.
Telekom Malaysia Berhad: TM’s efforts to become a greener organisation resulted in a 2009 internal campaign that saw the implementation of a waste management and recycling programme at Menara TM. The organisation also reduced its electricity consumption by 3.1%. In March 2010, TM Earth Camps were initiated to promote environmental awareness among school children. So far, 20,000 students from 300 schools have registered as Kelab Pencinta Alam members.
Tetra Pak (Malaysia) Sdn Bhd: Tetra Pak initiated two projects in 2009 and 2010 to recycle beverage cartons. Over 400,000 schoolchildren from 50 schools in the Klang Valley participated in Tetra Pak’s Nurture for Nature programme. The second programme was an initiative to collect a record number of used beverage cartons. Working with Majlis Bandaraya Petaling Jaya and the Lions Club 38B1 Malaysia, Tetra Pak managed to collect 289,669 cartons of beverage cartons for recycling within a month. Every year, the company will extend the Nurture for Nature programme to involve more schools.
WINNER: Media Prima Berhad
Aduan Rakyat is a programme broadcasted on TV 3 that provides a platform for the community to voice its complaints. Each episode highlights different issues and the programme aims to spur a process of problem solving, with the hope that the highlighted complaint will be addressed quickly.
Terubuk Masin Untuk PM is a documentary broadcasted on TV3 that campaigned for safe shelter, better healthcare and an environment free of violence for all children. It won UNICEF’s International Children’s Day of Broadcast Regional Award.
Special Report is a series in Bulletin Utama that highlights socially-relevant concerns. Previous episodes have looked at the unscrupulous trafficking of under-aged foreign women and the influx of African nationals into Malaysia and the crime’s they commit.
These programmes were collectively selected as the best CSR Media Reporting for 2010.
SMALL COMPANY CSR
WINNER: Saito College Sdn Bhd
Saito College embarked on empowering its “Empowering Our Rural and Financially Disadvantaged Youths” CSR programme in September 2009. It offers merit-based and need-based scholarships secured from “work and study” schemes, additional bursaries, as well as MARA and PTPTN loans. To maintain its students’ socio-cultural engagement, student-initiated clubs and societies provide healthy communal integration. Additional English lessons by qualified lecturers ensure language proficiency for an all-round better learning experience.
After a year, the dropout rate among Saito’s students decreased from 33% to 7.7%.
Akar Insan Sdn Bhd: “ The 10 Rules to Nail Your Dream Job” initiative was undertaken by this human resource consultancy after it discovered very soon after setting up in 2008 that fresh graduates are ill-prepared to face job interviews. To date, the company has trained 10,000 fresh graduates and close to 1,000 future graduates. There is now a blog to keep the programme going, www.nailthatjob.blogspot.com.
WINNER: Telekom Malaysia Berhad
This is the second consecutive year TM has won in this category. The company views employee training is crucial and the TM Behavioural Porgramme (TMBP), Silver Lining Group (SLG) Programme, Induction Training Programme are all designed to ensure a competent workforce. TM also provides financial assistance to staff to pursue their studies. To groom future leaders, TM has also put in place a Talent Pool Management programme.
Health and Safety at work is a key element and TM ensures that it complies with Occupational Safety, Health and Environment (OSHE) Policy. Regular occupational safety and health campaigns are held at its office buildings.
To ensure a good work-life balance, TM has in place various programmes for its employees including implementation of flexi-hour and tele-working schemes, annual family days, welfare and employee benefits, awards nights, social clubs, and childcare centres. TM also has an Employee Assistance Program (EAP) in place to assist employees to manage, overcome and avoid personal, career, family, interpersonal and work-related problems that can impede their performance and productivity.
Maybank: Among the formal programmes employed by Maybank to develop the potential of its employees are an Education Assistance Scheme, Talent Management Framework, Performance Management and Evaluation, Employee Engagement, Recognition and Awards, Occupational Safety and Health, Work-Life Balance Workshops. RM43.94 million was spent on up-skilling Maybank’s workforce in 2009. The bank also encourages staff to play a more active role in their local communities through volunteerism.
MEASAT Broadcast Network Systems: MEASAT launched the myChoice@ASTRO, a flexible benefits plan, in June 2010 to ensure all employees are covered on basic and unique needs as well as certain non-conventional benefits such as for the use of traditional medicine, children’s day care and education, and personal enrichment courses. The company has also launched a three-year environment plan initiating a new environment management system towards ISO14001 certification. Through Astro Kasih, employees have the opportunity to reach out and create support networks with the surrounding communities. From the employee engagement survey, 81% of employees are proud of Astro’s contributions to the community while 75% believe they have the opportunity for personal development and growth at Astro.
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