DiGi Telecommunications Sdn Bhd

THE CATEGORY WINNERS AND THOSE RECEIVING HONOURABLE MENTION
Community & Social Welfare

Winner:
Intel Technology Sdn Bhd
Intel Technology’s CSR initiatives began 10 years ago with its Adopt a Child programme which funds homes for children. Over the years, it has invested more into CSR and today, the company runs a Back to School Program providing children with school basics; a Volunteer Matching Grant Program which sees employees giving tuition and taking part in school projects; and a PC Pal Program in which employees keep in email contact with students to improve their English and IT skills. In addition, Intel runs four community centres in Penang.

Honourable Mention:
CIMB Group Sdn Bhd
CIMB encourages its customers to propose Community Link projects. It then allocates funds for the projects, while customers contribute by transacting with the bank. These projects have included the purchase of vans and essential supplies for homes for the disabled, medical camps for the underprivileged, the purchase of dialysis machines, the construction of wheelchair ramps, academic awards, and computers for schools. CIMB has also supported sports development and assistance to flood victims.

Honourable Mention:
Procter & Gamble (M) Sdn Bhd
P & G Malaysia started contributing towards special needs children with its Open Minds project in 1999. From 1999 to 2004, it contributed RM4 million to help 3,000 autistic and dyslexic children in 57 schools and special education centres nationwide. In 2005/2006, the company raised RM2 million for 10 beneficiary organisations. P & G is now in the process of developing a national special education blueprint. It is also helping to develop a model school to educate special needs children.

Education

Winner:
PETRONAS Education Division
PETRONAS’ education programme is implemented through well-established institutions such as PETROsains, the Petroleum Resource Centre, Education Sponsorship Unit (ESU), Universiti Teknologi PETRONAS, PMTSB, PERMATA and the Malaysian Maritime Academy (ALAM). The corporation has managed to enrich the lives of a wide cross section of the community with the experiential learning provided and exposure to best practices.

Honourable Mention:
ECM Libra Avenue Bhd
The investment banking group’s CSR projects range from the provision of scholarships and upgrading school facilities to establishing computer labs, upscaling vocational training, and supporting the organisation of workshops and seminars. Its CSR initiatives are funded by a special foundation set up in 2004, the same year the group was established.

Honourable Mention:
Maxis Communications Bhd
Maxis’ education programme is a fine example of how corporations can help bridge the digital divide. It leverages on communications technologies to create fresh learning experiences in the community. To date, Maxis training programmes have impacted more than 2,000 teachers and close to 5,000 children. Some RM15 million has been invested in this programme, initiated in 2002, which focuses on education, ICT and youth.

Environment

Winner:

BP in Malaysia
BP has since 1999 collaborated with the Fisheries Department & WWF to set up and run the Ma’Daerah Turtle Sanctuary in Terengganu. Successful lobbying by the group has resulted in the State Government agreeing to gazette 25 hectares of beach at Ma’Daerah. In addition, awareness building and fund raising activities, particularly among students & youth, have spread the conservation message to the wider Malaysian society.

Honourable Mention:
IJM Corporation Bhd
IJM has adopted best environmental practices across all its activities. This includes erosion and sedimentation control, water pollution and flood control, air pollution control, noise control, waste management and integrated pest management. In addition, it has launched environmental & ecological conservation initiatives. These include the protection of Bukit Pandan and Jalan Kuari homes from flooding caused by an earlier development, a trek to clean up Gunung Ledang and contribution of Eco Coir Logs to maintain the slopes and trails. It has also initiated a carbon sequestration programme, forest planting, water conservation programmes and projects to protect birds and their habitat.

Honourable Mention:
Puncak Niaga Sdn Bhd
Puncak Niaga has been running water conservation projects in schools since 1998, beginning with its Briged Penyelamat Sungai. Over 6,000 schoolchildren have benefitted from the various educational programmes implemented over the last 10 years, enjoying especially the hands-on approach adopted. Puncak Niaga has even set up a team dedicated to manage its environment programmes, ensuring their success and long-term impact.

Culture & Heritage

Winner
DiGi Telecommunications Sdn Bhd
DiGi’s Amazing Malaysians is a heritage preservation programme targeted at youth in rural communities. It consists of five projects a year, each project running the course of three months during which youth work closely with a heritage practitioner. The projects have inevitably drawn the interest of the children’s principals, teachers, families and communities. Often, NGOs and heritage-related organisations have also been inspired to lend their skills and expertise to the projects.

Honourable Mention:
Astro All Asia Networks plc
Astro dedicates airtime (more than RM6 million in the past year) to promote local theatre, music and dance groups. It supports theatrical productions of Sutra Dance Theatre, Five Arts Centre & Dramalab. Astro is also a founding member of the KL Performing Arts Centre. It introduced the KrishenJit-Astro Fund to provide deserving arts practitioners with financial aid; and has initiated an Indian Music Training Programme to deepen the skills and knowledge of local musicians via train-the-trainers workshops.

Honourable Mention:
International Music House
Since 2000, IMH has been promoting traditional Sarawakian music, by providing underprivileged children with sponsorships to learn how to play musical instruments; supporting ethnic musicians; and enabling research into, and documentation of, Sarawakian ethnic music. The formation of the group Ethnica, who play at important functions, further ensures the survival of indigenous Sarawakian songs and music.

Small Company CSR

Winner:
Masterskill College of Nursing & Health
The college provides research grants, offers scholarships to needy children and orang asli, sponsors medical and healthcare equipment for homes, supports community and social activities, contributes manpower, intellectual expertise and advisory services, conducts community-based training at charitable homes and encourages student activities that involve giving back to society.

Honourable Mention:
Nu Skin (M) Sdn Bhd
Nu Skin has been working with underprivileged children in Sentul, providing basic necessities such as education, healthcare, food and a better living environment. Its mission is to create a better world for children, preserving traditional cultures and protecting fragile environments. Ongoing since 2003, this programme has benefited 240 children, and the number keeps growing.

Honourable Mention:
Rampai Niaga Sdn Bhd (The Body Shop)
The Body Shop has been working on social issues since 1985. In the 2006/2007 period, they continued with the Stop Violence against Women campaign, which was started eight years ago, and introduced education campaigns to create awareness on global warming, HIV/AIDS and domestic violence. The company also started a petition campaign to gazette the Belum-Temengor area as a national park (see Environment category).

Best Workplace Practices

Winner
DiGi Telecommunications Sdn Bhd
To ensure a real sense of community within the company, DiGi has over the last three years adopted a flatter organisational structure. Its philosophy of transparency, equality and innovation is demonstrated in the way the new HQ has been built, with no designated offices. Further, all DiGi employees receive equal privileges, such as the same medical coverage, same travel benefits, same annual leave, and same EPF contributions. They also all fly the same class and stay in the same hotel when going away on work.

Honourable Mention:
Accenture Solutions Sdn Bhd
Accenture has adopted numerous initiatives to create a better, more balanced work environment for its employees. This includes flexible work arrangements for all, mentoring programmes for women, a Maternity Returners Program, the Internal Accenture Web Portal resource, and Local Women’s Networking Groups. Embedded in its corporate philosophy are the principles of equity and justice in terms of employment.

Honourable Mention:
Maybank
Maybank builds its policies, programmes and services around its employees, recognising that they lie at the core of the company’s success. Many employees see the bank as their first and last employer. Good group synergy has been created by leveraging on the wide diversity of employees who come from different educational, ethnic, geographical and religious backgrounds.

Special Award: Media Reporting

New Straits Times Sdn Bhd
The New Sunday Times has covered a wide range of subjects to spotlight CSR efforts and issues being undertaken across the country. By focusing on outstanding personalities in the community, the paper has highlighted efforts to conserve art and culture that are on the brink of extinction, efforts to develop Malaysia’s theatre and film industry, environmental conservation, sporting excellence, challenges of the physically and mentally disabled, etc.

TV3
TV3’s news and current affairs as well as its 360 Magazine programme highlight various issues that impact the community. The news and current affairs programmes have put the spotlight on various cases of rights infringement, such as housebuyers who have been cheated by their developers. 360 Magazine, meanwhile, has covered the plight of street people, child labour and Mat Rempits, seeking to understand and put into perspective these phenomena.

View articles in the press

Three CSR awards and a 3G spectrum, all in one day. How does that feel?

That was great! However, in between the signing and the CSR (corporate social responsibility) Award, I had to go bag shopping with mum. In that area I had nothing to contribute in terms of ideas and design. But the rest of the day was very good.

DiGi employee Tracey Surin at the DiGi Communication office in Shah Alam

Getting 3G is not about exuberance, but it is natural for DiGi to have it. It is a logical evolution to our technological platform after having invested heavily in 2G.
So, there is really no reason to party but we do feel satisfied now that it has finally happened. But winning the three CSR awards is somewhat exciting, as I had no expectations.
It came as a surprise and I am very proud of the recognition of DiGi’s engagement with the community. It’s a genuine effort on our part and over the past three years, our employees have managed to create awareness of Malaysia’s cultural heritage among several local communities.

The other award is for best workplace practices and I really take my hat off to DiGi as an organisation. It is amazing to see how a traditional Malaysian company and all its people have over the past three years transformed themselves and I do think our practices stand out as modern and it is for that we got recognised. It feels very meaningful and inspiring.
As for the inaugural Prime Minister’s CSR Award, it is something we received with great pride, and my mom would have been proud to be there but she was still busy shopping.
On Thursday morning we had a meeting with all our people and they clearly appreciated the recognition.

(On Wednesday morning, DiGi signed an alliance with Time dotCom for the 3G spectrum and other working relationships. In the evening, DiGi won the Culture and Heritage, Best Workplace Practice and the Prime Minister’s CSR Award.)

Everything looks so good now, time to celebrate?
We do not want to create a DiGi hype. There will be both good and more challenging times ahead. We are just sticking to our strategy. We do not want to create complacency within the organisation. DiGi is too young an organisation, which is operating in a highly competitive market place, to be celebrating too much.

What can be expected of DiGi in the broadband segment?
Our marketing and innovation capabilities will drive us to deliver interesting 3G services and this will push competitors to do the same, which ultimately will be good for consumers. With 3G, we can go beyond our current space and also leverage on TDC’s last mile access to broaden our offerings. TDC can also use our services for mobility connectivity.

Telekom Malaysia Bhd will be undertaking the RM15.2bil project to implement high speed broadband in urban areas in Malaysia. What is your view on one company getting such a huge project?
It is good for Malaysia as it has a fixed broadband offering and a catalyst is needed to drive change. Fixed is in many ways superior to wireless technology in providing high speed broadband but fixed cannot be done economically for so many households and it cannot deliver mobility, so that is where opportunities for players like us exist.

Should there be incentives for other players to roll out broadband?
I think the fixed broadband market needs a catalyst for change and that method has been chosen. It will eventually benefit everyone, as demand for Internet will just explode over time.

Being able to leverage on Telenor’s expertise in rolling out 3G to many countries in Europe, and coupled with falling equipment prices, would the cost of deployment be half than projected for DiGi?
Fast rollout is what we are looking at as our core network is 3G-ready.
We just need to add 3G radios to the base stations. Yes, we can draw from Telenor’s experience. Where spending is concerned, prices of equipment have been considerably cheaper the last few years and this is good news. We can hope that our capital expenditure (capex) will be in the lower end of our guidance but that remains to be seen.

Speculation is rife that TDC will end up with 20% stake in DiGi; your comments?
My comment is to have no comments.

For the past two years there have been on-off merger talks between TDC and DiGi but nothing materialised. What triggered this round to lead to a deal that you said was win, win, win for both parties and the consumers?
It is hard to say when we started and what triggered it. What is important is that it ended well and we all feel happy about it.

Would Telenor continue to support DiGi the way it did before scaling down its stake to 49%?
The relationship between Telenor and DiGi will not change at all even though its (stake) ownership has changed.

Are you worried about your competitors?
It is not about being worried, as competition is part of business. We compete and motivate our employees, which is what business is about. It is more about being respectful and getting energy from the competitors.

The future of DiGi, as you see it?
We would like to see the DiGi brand being used more often. We want it to be a household name, not just a mobile brand. We do not know ourselves what that really means, but we are eager to explore ways to fulfil that vision.

DiGi is a very bottom line-driven company. When would the broadband and 3G business contribute towards profits?
We are trying to think in simple ways and terms.
We believe our market potential now has increased and that will translate into revenue first and profit later. It would probably take five years before we can break even in the overall 3G business.

How is DiGi going to fund its capex requirements?
We have more than sufficient funds from our ongoing cash flow in addition to very strong balance sheet position.

KUALA LUMPUR: Former newscaster Ras Adiba Radzi is pretty sure she is the woman in wheelchair Prime Minister Datuk Seri Abdullah Ahmad Badawi mentioned as “capable and presentable” but unable to get permanent employment.

“I have met the Prime Minister last year at a function for the disabled.

“He asked what I was doing and I replied not much … because jobs were hard to come by after I became paralysed,” she said.

Keeping strong: Ras Adiba practising hard for her theatre play Merdeka di Mataku. She will not give up on life but hopes for a break by getting a permanent newscaster job.

At the Prime Minister’s Corporate Social Responsibility (CSR) Awards presentation on Wednesday, Abdullah mentioned about an unnamed wheelchair-bound woman unable get a permanent job although she “looks good and is capable. “

Ras Adiba said Abdullah told her to persevere and keep strong, words she kept to heart.

The 39-year-old became a paraplegic after a series of ill-fated incidents, including a car accident in 1999 and an assault which further damaged her spine in 2001.

Ras Adiba is not ready to take life sitting down.

She has another mouth to feed after adopting a son, eight-month-old Umar Ras Engel, last year.

“I want to give Umar the best. He is my light. Friends tell me I saved him from a broken life, but the truth is, he rescued me from drowning in darkness.

“I adopted Umar after my third brother, Iqbal Ismail died from a heart attack. He was only 27-years-old. In Umar, I dare to hope again,” said Ras Adiba.

She had written to a news station and even enquired personally, but was told there was no opening for a newscaster.

Before her accident and when she was at the top of her game, emceeing jobs poured in.

Now, the telephone has turned cold. Ras Adiba tries her best to stay afloat by managing her production company, doing part-time emceeing, voice-overs and writing television scripts.

She also champions better quality of the life for the disabled and is an athlete with the Malaysian Paralympic Society.

She is working hard to produce her own play, titled Merdeka di Mataku (Independence in My Eyes). It will be staged at the Actors’ Studio from Nov 21 to 23.

“Come watch my play. Come sing, dance and read poetry with me. See me for all the things I can do.

“Don’t just see the wheelchair,” she said.

KUALA LUMPUR: She is a capable woman and presentable enough to be a newscaster – but she could not get long-term employment because she is wheelchair-bound.

Prime Minister Datuk Seri Abdullah Ahmad Badawi, stressing that he wants Malaysia to have a culture of caring where those who need help know they will receive help, said it reminded him of the woman.

“She looks good and capable. I told her she could be in front of the camera or become a compere.

“But she told me, she had yet to find a job,” Abdullah said, not naming the woman.

Best of the lot: Abdullah presenting the overall award to DiGi chief executive officer Morten Lundal at the Prime Minister’s CSR Awards presentation in Kuala Lumpur yesterday while Shahrizat looks on.
“No one wanted to employ her because she sat in a wheelchair,” he told corporate bigwigs at the Prime Minister’s Corporate Social Responsibility (CSR) Awards presentation here yesterday.

Representatives from Petronas, Maybank, BP Malaysia, DiGi Telecommunications Sdn Bhd and Procter and Gamble (Malaysia) Sdn Bhd were among those who attended the event.

“Companies must give attention and be ready to employ disabled people who are able to perform the tasks given and do something for the company,” he said.

Abdullah said jobs should be offered to suitable candidates even if they were handicapped, adding that this is what folks in a caring society would do.

The Prime Minister said a progressive Malaysia meant that the people would enjoy quality of life.

More important, he added, the disadvantaged – such as the sickly, the poor and the handicapped – are assured they also have a place in this country and would be well cared for.

He said the nation and its people had demonstrated its caring nature in many ways and it was a contribution he hoped would continue to flourish.

The awards are given in recognition of companies that carry out strong community and social responsibility projects.

There were 316 entries from 161 companies for the award. They competed in seven categories, including education, environment and workplace practices.

DiGi Telecommunications was named the overall winner.

It also grabbed first places in two other categories – best workplace practice and protecting culture and heritage.

Present at the event were Women, Family and Community Development Minister Datuk Seri Shahrizat Abdul Jalil and Minister in the Prime Minister’s Department Datuk Seri Mohd Effendi Norwawi.

Berita Harian, 15 November 2007

RAI KEMENANGAN: Abdullah, Shahrizat (lima dari kanan) dan Mohd Effendi (empat dari kiri) bersama penerima Anugerah Tanggungjawab Sosial Korporat (CSR) Perdana Menteri 2007 di Pusat Konvensyen Sime Darby, semalam.

KUALA LUMPUR: Datuk Seri Abdullah Ahmad Badawi mahu sektor swasta meningkatkan tanggungjawab sosial korporat (CSR) termasuk sentiasa membantu golongan kurang upaya dan yang memerlukan agar semua lapisan rakyat dapat menikmati taraf hidup berkualiti.

Perdana Menteri berkata, golongan kurang upaya tetapi berkemampuan dan berkebolehan dalam bidang tertentu juga mesti diberi peluang mendapatkan pekerjaan yang sewajarnya.

Beliau berkata, budaya penyayang yang menjadi amalan rakyat serta kesediaan syarikat membantu serta mengambil golongan itu sebagai pekerja, akan dapat membina masyarakat progresif.

“Dengannya rakyat akan gembira dan menikmati kualiti hidup yang lebih baik… yang memerlukan bantuan juga akan tahu ada pihak yang sedia menghulurkan bantuan,” katanya pada majlis penyampaian Anugerah CSR Perdana Menteri 2007 di Pusat Konvensyen Sime Darby di sini, semalam.

Dalam ucapan pada majlis yang pertama kali diadakan itu, Abdullah turut menceritakan kisah seorang bekas penyampai berita wanita yang tidak berjaya mendapat pekerjaan sejak hilang keupayaan.

“Beliau memberitahu saya: Pak Lah, tidak ada sesiapa yang mahukan saya kerana saya tidak berupaya. Tetapi, saya bagi tau dia, jika dia boleh duduk di atas kerusi, mengadap kamera dan nampak cantik, dia boleh lakukan apa yang perlu dilakukan.

“Tetapi, sedihnya, beliau masih belum mendapat pekerjaan,” katanya pada majlis yang turut dihadiri Menteri Pembangunan Wanita, Keluarga dan Masyarakat, Datuk Seri Shahrizat Abdul Jalil serta Menteri di Jabatan Perdana Menteri, Datuk Seri Mohd Effendi Norwawi.

Anugerah itu diperkenalkan Kementerian Pembangunan Wanita, Keluarga dan Masyarakat bertujuan menggalakkan semua syarikat sama ada besar atau kecil mengamalkan falsafah perkongsian tanggungjawab sosial yang mengutamakan kepentingan masyarakat dalam strategi perniagaan mereka.

Tujuh kategori dipertandingkan, iaitu Sosial dan Kebajikan Komuniti; Pendidikan; Alam Sekitar; Kebudayaan dan Warisan; CSR Syarikat Kecil; Budaya Kerja Cemerlang serta kategori khas Laporan Media.

Sebanyak 316 penyertaan diterima dengan DiGi Telecommunications Sdn Bhd dipilih sebagai pemenang keseluruhan selepas memenangi dua kategori, iaitu anugerah Budaya Kerja Cemerlang serta Kebudayaan dan Warisan.

The New Straits Times Press (M) Bhd dan TV3 (Berita dan Hal Ehwal Semasa) pula memenangi kategori Laporan Media.

Abdullah gembira kerana anugerah yang julung kali diadakan itu mendapat penyertaan banyak syarikat yang menggambarkan sektor swasta memahami makna dan tujuan anugerah CSR diadakan.

Sambil melahirkan penghargaan kepada syarikat berkenaan, beliau yakin bilangan penyertaan akan bertambah tahun depan.

Abdullah juga berharap syarikat di negara ini akan berkembang maju dan seterusnya dapat memberi bantuan yang lebih kepada golongan yang memerlukan.

Anugerah disampaikan Perdana Menteri kepada Timbalan Pengerusi NSTP, Datuk Seri Kalimullah Hassan.

Anugerah lain yang disampaikan pada majlis itu ialah Anugerah Sosial dan Kebajikan Masyarakat, Kebudayaan dan Warisan, Pendidikan, Alam Sekitar, CSR Syarikat Kecil dan Budaya Kerja Cemerlang.

Syarikat dalam Kumpulan Media Prima Bhd, TV3, turut merangkul anugerah Kategori Khas: Laporan Media. Hadiah diterima Ketua Eksekutif Rangkaian Televisyen Media Prima, Datuk Seri Ahmad Farid Ridzuan.

Pemilihan NSTP berdasarkan liputan pelbagai topik berkaitan isu CSR, dengan mengetengahkan usaha memelihara hasil seni dan budaya yang hampir pupus, usaha untuk memajukan teater dan industri filem Malaysia, pemuliharaan alam sekitar, kecemerlangan sukan, selain cabaran fizikal dan mental golongan kurang upaya.

TV3 pula mendapat pengiktirafan hasil liputan berita dan hal ehwal terkini termasuk program Majalah yang mengetengahkan pelbagai isu yang memberi kesan kepada masyarakat.

Anugerah Keseluruhan CSR Perdana Menteri 2007 dimenangi DiGi Telecommunications Sdn Bhd bagi inisiatif yang diambil syarikat itu untuk menyerapkan unsur sama rata dalam struktur organisasinya.

Syarikat telekomunikasi itu turut merangkul Anugerah Kebudayaan dan Warisan, Amalan Budaya Kerja Cemerlang. Anugerah diterima Ketua Eksekutif DiGi.Com Bhd, Morten Lundal.

Berita Harian, 15 November 2007

Anugerah Tanggungjawab Sosial Korporat galak sektor swasta prihatin bantu masyarakat

KUALA LUMPUR: Tanggungjawab Sosial Korporat (CSR) akan digunakan sebagai satu daripada strategi untuk meningkatkan daya saing Malaysia, melalui pendekatan yang tersusun, kata Menteri di Jabatan Perdana Menteri, Datuk Seri Mohd Effendi Norwawi.

Sehubungan itu, katanya, Unit Perancang Ekonomi (EPU) akan merangka dasar dan pelan pembangunan CSR sebagai penggalak kepada sektor swasta untuk meningkatkan CSR dalam konteks daya saing nasional, pembangunan sosial dan perlindungan alam sekitar.

SUMBANGAN DIHARGAI: Abdullah menyampaikan anugerah CSR Perdana Menteri 2007 kepada Lundel (gambar kiri); Presiden dan Ketua Pegawai Eksekutif Petronas, Tan Sri Mohd Hassan Marican (gambar tengah) dan Kalimullah (gambar kanan) di Pusat Konvensyen Sime Darby, Kuala Lumpur semalam.

“Mekanisme insentif juga akan dirangka bagi memastikan syarikat melaksanakan CSR tanpa menjejaskan kepentingan komersial dan daya saing mereka. EPU juga akan membuat rangka kerja bagi menghargai sumbangan mereka untuk CSR,” katanya pada majlis penyampaian Anugerah CSR Perdana Menteri 2007 yang disampaikan Perdana Menteri, Datuk Seri Abdullah Ahmad Badawi di Pusat Konvensyen Sime Darby di sini semalam.

Mohd Effendi berkata, sebagai permulaan kerajaan memasukkan beberapa insentif sebagai komponen CSR iaitu pembangunan modal insan, kemajuan sosial, seni persembahan dan perlindungan alam sekitar.

Menteri Pembangunan Wanita, Keluarga dan Masyarakat, Datuk Seri Shahrizat Abdul Jalil, pula berkata anugerah itu yang dianjurkan kementeriannya bertujuan menggalakkan kerjasama sektor korporat untuk membantu kebajikan masyarakat.

Pada majlis itu, kumpulan The New Straits Times Press (M) Bhd (NSTP) merangkul Anugerah CSR Perdana Menteri 2007 bagi Kategori Khas: Laporan Media.

Tujuh kategori dipertandingkan, iaitu Sosial dan Kebajikan Komuniti; Pendidikan; Alam Sekitar; Kebudayaan dan Warisan; CSR Syarikat Kecil; Budaya Kerja Cemerlang serta kategori khas Laporan Media.

Sebanyak 316 penyertaan diterima dengan DiGi Telecommunications Sdn Bhd dipilih sebagai pemenang keseluruhan selepas memenangi dua kategori, iaitu anugerah Budaya Kerja Cemerlang serta Kebudayaan dan Warisan.

The New Straits Times Press (M) Bhd dan TV3 (Berita dan Hal Ehwal Semasa) pula memenangi kategori Laporan Media.

Abdullah gembira kerana anugerah yang julung kali diadakan itu mendapat penyertaan banyak syarikat yang menggambarkan sektor swasta memahami makna dan tujuan anugerah CSR diadakan.

Sambil melahirkan penghargaan kepada syarikat berkenaan, beliau yakin bilangan penyertaan akan bertambah tahun depan.

Abdullah juga berharap syarikat di negara ini akan berkembang maju dan seterusnya dapat memberi bantuan yang lebih kepada golongan yang memerlukan.

NST, 15 November 2007

KUALA LUMPUR: Malaysians, including those in the corporate sector, have been exhibiting their caring attitude towards others in many ways, Prime Minister Datuk Seri Abdullah Ahmad Badawi said.

Datuk Seri Abdullah Ahmad Badawi (centre) with the winners of the Prime Minister’s CSR Awards yesterday. On the prime minister’s left is Women, Family and Community Development Minister Datuk Seri Shahrizat Abdul Jalil, whose ministry had launched the award. — NST picture by Ghazali Bujang

“We are masyarakat penyayang (a caring community) and the corporate sector demonstrates this through its corporate social responsibility (CSR) agenda,” he said at the inaugural Prime Minister’s CSR Awards ceremony at the Sime Darby Convention Centre here yesterday.

“I hope the companies which have done well in CSR will continue their efforts in other ways as what I would like most is for more people to know that we have this culture of caring.”

The Prime Minister’s CSR Award, launched by the Women, Family and Community Development Ministry, is aimed at recognising companies that have made a difference in the community through their CSR programmes.

Abdullah said Malaysians were happy and enjoyed a good quality of life because of their caring attitude.
“Those who need help know that they will get help. The sick and the poor will also be helped.”

Abdullah advised the corporate sector to hire the handicapped as part of their CSR responsibility.

“The handicapped should be given a job as long as they can do something.”

He cited former TV3 newscaster Ras Adiba Razdi as an example of a handicapped person who was capable but who still faced difficulties landing a job.

Abdullah said anyone with a minor handicap could still perform with the proper training.

The prime minister was happy that more than 300 companies had vied for the CSR awards.

A total of 316 CSR projects were submitted in six categories with a special category for media reporting.

The overall winner of the Prime Minister’s CSR Award was DiGi Telecommunications Sdn Bhd which also bagged the top prize in the best workplace practice and culture and heritage categories.

Other winners were Petronas (education), British Petroleum in Malaysia (environment), Intel Technology Sdn Bhd (community and social welfare) and Masterskill College of Nursing and Health (small company CSR).

The New Straits Times Press (M) Bhd and TV3 (news and current affairs) each received an award in the media reporting category.

The NSTP submitted a body of work on CSR in Malaysia by Sunday People, the lifestyle pullout of the New Sunday Times.

Submissions were judged on the positive impact the CSR initiative had on targeted communities, the sustainability of the project and the level of commitment and involvement displayed by companies in their projects.

THE corporate social responsibility movement has gained traction in Malaysia, particularly, over the last couple of years. That Prime Minister Datuk Seri Abdullah Ahmad Badawi has given these initiatives his full backing is evident in the fact that he is the patron of the Prime Minister’s CSR Awards.

The inaugural award held last week was organised by the Women, Family and Community Development Ministry. Here, its Minister Datuk Seri Shahrizat Abdul Jalil talks about the importance of corporate responsibility and why companies should not view CSR efforts and profits as a trade-off but an integral part of doing business.

The PM’s CSR Awards is essentially an appeal to the corporate sector to channel part of their profits to the community. Is the Women, Family and Community Development Ministry striking out in a completely different direction in terms of its traditional partnership with the NGO sector?

Welfare and social work, all over the world, have almost always been a shared responsibility between government and civil society. The beauty of it is that the stakeholders have derived both great joy and fulfilment and at the same time been able to promote their companies whilst discharging their social calling on a voluntary basis.
There are no laws to compel anyone
or any establishment to do charity and welfare work. The first priority is for companies to prosper so that they can employ more of our people, give the employees great incentives whether financial or otherwise and, be part and parcel of nation-building. To me that is welfare work too. The government will not shirk in its duties to provide for those in need. Last year, the government spent in welfare aid as much as RM400.6mil and this year almost up to RM437.4mil. Next year we have been allocated RM457.3mil for welfare aid. The Prime Minister has always reminded us about the importance of striking a balance between economic and social development. With our GDP for the year 2006 registering some RM474.4bil, I don’t see why we cannot share this social responsibility with the corporate sector.

Businesses are owned by their shareholders and so any money companies spend on corporate social responsibility programmes are effectively shareholders’ dividends. Shouldn’t they therefore decide for themselves if they want to give to charity?

CSR initiatives do impact on a company’s bottom line and in a very positive way. It does help companies form alliances with its influential stakeholders, like clients and customers, which are part of the community. It also helps in a company’s branding efforts because today heartware is as powerful as a company’s hardware and software.

It is worth investing in CSR projects because businesses and enterprises can grow only if communities are healthy and thriving. Truly, the sharing of one’s corporate wealth, profitability, time, compassion and creativity with the marginalised and those in need, brings with it a sense of fulfilment and “berkat” second to none. So I would say there is indeed a strong business case for CSR.

American Nobel Laureate and economist Milton Friedman once said this about CSR: ‘The social responsibility of business is to increase its profits’. Please comment

Yes, I agree that the first social responsibility of business is to increase its profits for obvious reasons. But it should not stop there.

CSR to me is a win-win situation. Which is why with this prestigious award we hope to encourage more companies to strategise their CSR initiatives. Important as it is, I must emphasise that CSR initiatives is not only about money. You must want to make a difference to the lives of others who are in need.

After 50 years of independence, what do you think the CSR scorecard is looking like for Malaysian companies?

To me, the scoreboard looks very exciting. We know that the corporate sector is already involved in the business of caring. This award is to further encourage a partnership between Community and Corporate Malaysia to harness Heartware for Community Action.
I am confident that companies will rise to the occasion and give honestly and compassionately and with dignity to those in need and make that difference. At the same time, I am certain they themselves will derive great joy and fulfilment from it.

From this year’s list of entries and winners, what can we conclude about the level of CSR in the country?

The response to the award in its first year has been just fantastic and we had some really big companies taking part. We expect next year to be even better now that more companies are aware about what the awards are about and how serious the ministry is about promoting CSR initiatives in the country. On the ministry’s part, we will continue to fine-tune the process and set up more stringent guidelines.

Many government-linked companies in Malaysia have taken on the role of promoting CSR quite actively in recent years. Yet, there appears to be quite a large portion of local companies that are still solely profit-motivated. Do you agree?

That is not entirely true. You’ll find that many small businesses are involved in CSR work, but it’s just that they do not refer to it as such. They call it voluntary work of charity work but they do give back to society in their own way.

The common belief among hard-nosed businessmen is that companies who report on their social responsibility and who undertake comprehensive CSR programmes are losing sight of their core competencies and are becoming too ‘soft’ to be effective as profit-making entities. What view do you hold on this?

I’m afraid I have very strong views on this. It is so passé, outdated and not smart at all to ignore corporate social responsibility. Today the community is the most influential and discerning customer. They don’t like hard-nosed business people who are a slave to profitability only. Unless you own a monopoly, the world is spoilt for choices. Everything else being equal, customers will patronise companies whose branding is strong on corporate social responsibility.

What are the plans for next year? Will PM’s CSR Awards once again bring companies into the spotlight for their community efforts?

This will be an annual event of the ministry. The response for this inaugural award has been very encouraging. I understand from the panel of judges that it was tough for them to do the scoring because the 316 project submissions were all interesting and had something good to tell. It was exciting because the award was primus inter pares – first among equals. I would like to thank all concerned for having made this CSR award meaningful and special. Next year should be an even a better year for everyone concerned.

Like this year, we will work closely with the Economic Planning Unit, which is developing enabling CSR policies that will make the corporate sector-community interface more closely and therefore more meaningfully.

LET’S face it – gone are the days when companies just had to focus on the bottom line and everything else would fall into place quite neatly.
The truth is, it is becoming increasingly difficult for corporations to function effectively without weaving in elements of social responsibility in the day-to-day running of their businesses.

AirAsia CEO Datuk Tony Fernandes (left), Siemens president and CEO Tan Sri Rainer Althoff and Shahrizat having a light moment

Whereas in the past, investors’ decisions were guided primarily by the health of a company’s balance sheet, an assessment of how a corporate reacts and responds to the society in which it exists is now fast becoming a major criterion guiding investors’ decisions the world over.

If done correctly, a company’s social responsibility initiatives could lead to an enhanced brand image and the increased ability to attract and retain the best workforce. This will translate into better client satisfaction and improved customer loyalty.

In short, corporate social responsibility (CSR) can be a catalyst for improving a company’s profitability. Recent years have seen many of the big local corporations in Malaysia pay more heed to their corporate responsibility. But for those small and medium enterprises which account for more than two-thirds of registered companies in Malaysia and are a major source of employment in the country, CSR efforts more often than not take a backseat to concerns about company profits and cash flow and understandably so.

DiGi CEO Morten Lundal with the trophies won

Most of these companies are family-owned and run. For them, awareness about their responsibility to society would come more from the need to comply with certain standards, rather than any inherent value or belief system.

Observers say the emphasis in Malaysia on CSR concepts is timely particularly now that the country is going all out to entice foreigners to invest their monies in Malaysia. Indeed, foreign investors, particularly those from developed countries, tend to place a high importance on CSR.

In fact, in some of those countries, the CSR movement has advanced to a level where businesses think about how to be responsible in the ways in which they make their money, rather than emphasising how they can and should give back to society with the profits they have made. As a result, corporate responsibility has become fundamental to those businesses.

CSR milestones in Malaysia
In Malaysia, industry watchers say although it hasn’t quite reached that level, major advances have been made to correct the misconception that CSR and profits cannot go hand-in-hand.

Seven years ago, the Government introduced the code of corporate governance. Since then, CSR in the country has been gathering momentum.

Last year, the Government introduced the Silver Book, a mechanism to guide the government-linked companies (GLCs) in their efforts to create sustainable benefits to society. The book provides a structure for GLCs to organise their CSR activities and monitor the programmes more systematically.

It highlights seven core areas of contributions to society. These include human rights, employee welfare, customer service, supplier partnership, environmental protection, community involvement and ethical business behaviour.

Prior to that, Bursa Malaysia had made it a requirement for public-listed companies to submit annual updates on their CSR initiatives. The exchange has also come up with a framework to guide them in their CSR programmes.

Taking these initiatives a step further and to involve more companies in the private sector, Prime Minister Datuk Seri Abdullah Ahmad Badawi launched the Prime Minister’s CSR Awards 2007 last Wednesday. He said the country must have a culture of caring and that included companies in the private sector.

The awards attracted 316 entries from 161 companies, both large and small. Recognition was given for companies’ corporate responsibility initiatives in eight areas namely: community and social welfare; education, environment; culture and heritage; small company CSR; best workplace practices and special award for media reporting. DiGi Telecommunications Sdn Bhd took the top prize after bagging two other awards for Culture and Heritage and Best Workplace Practice.

Observers reckon that if the momentum is kept up, it is only a matter of time before CSR becomes an integral ingredient to businesses’ profitability rather than just a supplementary issue.

“It’s also an encouraging sign that as CSR develops in the country, people are increasingly able to differentiate between companies that are truly socially responsible and those that are merely paying lip service to CSR,” an observer comments.
But even then, some have cautioned that the changes taking place in developed economies is proof that CSR standards that are good enough today may no longer be up to the mark in the near future.

Still, at the end of the day, what determines the impact of a company’s CSR programme is a well-defined and comprehensive policy, preferably one whose success rate or impact can be measured.