THE STAR, TUESDAY 9 JUNE 2015

special

Doing wellby doing good

CSR

2 csrTHE STAR, TUESDAY 9 JUNE 2015

Building communities, creating change

THE business operations of Nestl have always been rooted in its philosophy of creating shared value (CSV).

This approach views corporate social responsibility as an ongoing effort of sustainable, community-centred operations.

CSV means that for us to prosper over the long term, we need to ensure the prosperity of the communities that we serve and operate in, says Alois Hofbauer, managing director of Nestl Malaysia Berhad.

This is why in Malaysia we focus on creating value for society in three areas that we have identified to have the greatest potential for joint value creation nutrition, water and environment and rural development.

These areas are core to our business and where we can contribute most to society.

Nestles focus in these areas is evidenced by the numerous global CSV initiatives that the company engages in, including the Nestl Healthy Kids (NHK) Programme, a global initiative to raise awareness of nutrition, health and wellness and promote physical activity among schoolchildren around the world.

Nestl collaborates, designs and implements this programme with Malaysias Education Ministry and the Nutrition Society of Malaysia.

The collaboration effectively brings together different sets of capabilities, combining nutrition expertise and education specialists to formulate and implement a viable and sustainable programme.

The NHK Programme is opportune in view of the prevalence of nutrition-related issues, such as nutrient deficiencies and rising obesity, among Malaysian schoolchildren. It entails a two-pronged approach consisting of awareness and research.

In Malaysia, the programme consists of two components the primary school programme, known as the Nestl Healthy Kids Programme (NHK) and the secondary school programme, Program Cara Hidup Sihat (PCHS).

Nestl Malaysia launched the first phase of the NHK Programme in August 2010, with the aim of improving nutrition knowledge and promoting active lifestyles among schoolchildren aged seven to 12.

Phase one was conducted between 2010 and 2014, and involved an interactive awareness component that focused on nutrition and physical activities.

This ran concurrently with a longitudinal intervention study. The successful implementation of these activities resulted in the development of educational modules and the setting up of an NHK Expert Committee.

Phase two of the NHK Programme, which began last year and will continue to next year, expands the awareness outreach to boarding schools in Sabah and Sarawak with the aim of establishing a comprehensive platform and holistic approach in educating both teachers and hostel food operators about the importance of nutrition for children in boarding.

The secondary school level Program Cara Hidup Sihat (PCHS) was a three-year intervention programme that ran from 2012 to 2014 in collaboration with Malaysias Education Ministry and Universiti Putra Malaysia.

A total of 100 boarding schools nationwide participated in PCHS. During the programme, an intervention module known as HEBAT (Healthy Eating and Be

Active among Teens) was implemented, comprising 10 topics encompassing areas of nutrition and physical activity.

At the official closing ceremony of PCHS in March, the 10 schools that recorded the best performance throughout the programme received an outdoor gym installation set worth RM15,000 to encourage the students to continue in embracing healthy living habits.

To date, the NHK programme has benefited approximately 10,000 students nationwide.

A helping handThe principles of CSV ensure

every party along Nestls management and production line engages in responsible operations, especially employees.

CSV encourages a holistic approach to work, supporting employees with the knowledge that their skills and contributions not only benefit the company but also the society. This in turn acts as an intrinsic motivator to further drive their performance at the workplace.

In tandem with this, Nestl launched its Reaching Out to

Community and Kids employee volunteer programme (Nestl ROCKS) in 2005 to encourage employee involvement in communities where the company operates.

This initiative not only reflects the companys commitment to social work but also provides an avenue for employees to fulfil their obligations to the community.

The national-level programme involves more than 5,700 employees, each dedicating 16 hours or two full working days to company-endorsed CSV activities annually.

This year marks the 10th anniversary of Nestl ROCKS. Over the past 10 years, the programme has contributed to more than 30 charitable homes throughout the nation.

The anniversary celebration in April saw several charitable organisations, including Rumah Ozanam, Rumah Siraman Kasih and Zomi Education Centre set up their own fundraising booths.

The activities carried out under Nestl ROCKS include visits to old folks homes and festive shopping for underprivileged children.

Through this programme,

employees have also been involved in building homes in Orang Asli settlements, river clean-ups and cook-outs for the underprivileged.

Responsible resource management

Nestl has made water management a top priority and is a founding signatory of the United Nations Global Compacts CEO Water Mandate, the Alliance for Water Stewardship and 2030 Water Resources Group.

The company has continuously worked to reduce the amount of water withdrawn during manufacturing operations and to channel clean excess water back to the environment.

Nestls philosophy for all water activities is that they should respect local water resources, so Nestl works with all parties in the supply chain to promote water conservation.

Last year, Nestl Malaysia achieved savings of 4% of specific water usage, from 4.67m3/tonne in 2013 to 4.48m3/tonne.

The savings of 72,558m3 water per year is equivalent to the average water usage of 1,325 people in one year.

In addition to the direct usage of water in operations, Nestl is also looking at ways to reduce water consumption throughout the supply chain.

This includes ongoing research and development with its rice suppliers on semi-aerobic rice farming.

This type of farming has shown up to 50% less water consumption compared to conventional wetland rice farming.

This year, the company is in the process of installing reverse osmosis filtration systems for boiler feed water in factories, which will save water and energy simultaneously. Nestl is also looking at tapping rainwater for its non-potable operations.

Nestl also recognises the dire environmental consequences of waste disposal landfills and has set out to achieve zero landfill waste by 2020.

In 2013, Nestl managed to reduce solid waste in landfills by 57.6% in five of its six factories, exceeding the initial target of 10%.

The following year saw five of its six factories achieve zero landfill status, meaning that they were able to successfully recycle all solid waste materials.

The company went from generating 1,990 tonnes of landfill load in 2013 to a significantly lower 177 tonnes last year.

Nestl believes in spreading awareness at all levels of the supply chain to sustain this precious resource, from the farmers that provide raw materials to the users that consume the end product.

n For more information, visitwww.nestle.com.my

Alois Hofbauer with the Nestl Paddy Club farmers in Kerpan, Kedah, during the harvest season.

Alois Hofbauer, managing director of Nestl (Malaysia) Berhad, relaunched the ROCKS programme, which encourages employee involvement in the community, and recognised the Top 10 ROCKers for their dedication over the year during the ROCKS 10th Anniversary Celebration.

Nestls wastewater treatment plants ensure that the water discharged from factories is clean and safe for the environment.

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Tan Sri Dr Jeffrey Cheah sharing valuable lessons with students of SMK Puchong in conjunction with Teach for Malaysia Week in 2012.

Deputy Education Minister II P. Kamalanathan (second from left) and Tan Sri Razman Hashim, deputy chairman of Sunway Group and trustee of Jeffrey Cheah Foundation (right) admiring the cupcakes iced by the special needs students at the Sunway Job Training Programme Graduation in 2014.

Committed to lifelong learning

IT is often said that the key to a meaningful life and true satisfaction is giving to society and leaving behind a lasting contribution that makes a real difference.

This serves as the fundamental idea that drives the operation of the Jeffrey Cheah Foundation (JCF), as exemplified by its founding trustee Tan Sri Dr Jeffrey Cheah, AO.

The business of education is more than just a business, says Cheah, who is also founder and chairman of Sunway Group as well as chancellor of Sunway University. JCF was founded on the fundamental premise of giving to society, a philosophy that has governed the Sunway Education Trust Fund since its inception in 1997.

Education is where my passion lies. I spend a great deal of time contributing what I can to elevating the quality of education in our country to make quality education accessible to as many deserving students as possible, he says.

In 2010, the Sunway Education Trust Fund was officially converted to the JCF, where the ownership and equity rights of 12 Sunway Education Group (SEG) learning institutions worth more than RM720mil were transferred to the foundation.

These institutions included Sunway University, Monash University Malaysia, Jeffrey Cheah School of Medicine and Health Sciences, Sunway College, Sunway TES Centre of Excellence and Sunway International School.

Today, JCF is the largest education-focused social enterprise in Malaysia and aims to keep this up in the long run.

SEG institutions are safeguarded by ensuring that operating surpluses are used to perpetuate the cause of providing and sustaining quality education for current and future students. These surpluses are transformed into scholarships and research grants, and channelled to the expansion of faculty and facilities.

Cheah believes in the power of education to transform a nation and that it is important for quality education to be democratised.

The core principles of JCF, which comprise giving to society, a vision in perpetuity and quality education, come together under its creed of nurturing the seeds of wisdom and giving talented students the opportunity to receive quality education.

Making a markJCF believes that everyone

deserves the opportunity to gain quality education regardless of their background or financial status.

In tandem with this, the foundation has lent a helping hand to more than 20,000 deserving students through RM165mil worth of scholarships a figure that is projected to surpass the RM200mil mark by the end of this year.

JCF is able to look beyond the dated concept of charity to pursue sustainable, far-reaching impacts on the community.

As strategic partners of the Education Ministry in advancing the nations educational development and progress, the foundation is also committed to supporting the Malaysian governments agenda in turning Malaysia into a high-income nation.

This vision is reflected in its collaboration with Teach for Malaysia, a non-government organisation that enlists Malaysias most promising future leaders in its mission to end education inequality.

It also works with Gold (Generating Opportunities for the Learning Disabled) in supporting students with learning disabilities through programmes and business models that equip them with sustainable life skills. Language, music and the arts are important components of education, which JCF champions through several educational causes.

These include sponsoring and hosting charity recitals, including A Celebration of Music: Butterfly Lovers and Love Songs and Mozart on Silk Road featuring the Perak Society of Performing Arts International Ensemble, which contributes to the development of individuals and enriches their lives.

The foundation also supportsthe Sunway English Language Development Programme, which was introduced to boost the levelof English proficiency among Malaysian students.

This programme comprisesan English tutorial programme, English public speaking competition and the nationwide Sunway-Oxbridge Essay Competition.

In addition, the foundation develops various innovative and socially responsible solutions to transform the Malaysian education landscape, starting from the basic level in schools.

Since the mid-1970s, Sunway Group and JCF have donated more than RM15mil to fund restoration works and upgrades for six adopted schools nationwide, including SMK Bandar Sunway, which was rebuilt in 1995 at a cost of RM3mil.

Fostering global mindsets

JCF constantly seeks to provide effective platforms for the exchange of ideas and knowledge on a global level.

The foundation not only organises programmes that reflect its commitment to lifelong learning but also brings together some of the worlds top minds to share their wealth of knowledge with the Malaysian community.

One such initiative was the 4th South-East Asian Studies Symposium, which was held in March at Sunway University.

Jeffrey Cheah Foundation collaborated with Gold (Generating Opportunities for the Learning Disabled) to fund and develop an ongoing social enterprise business model for the learning disabled.

This marked the first time that the symposium was held outside the University of Oxford. This annual event is the worlds largest conference on South-East Asia. Its aim is to present interdisciplinary and transnational solutions to contemporary regional issues as well as provide opportunities for dialogue and networking.

It also serves as an effective platform for scholars to demonstrate their latest research on the region to academic fellows.

In conjunction with the symposium, Sunway University hosted the Asian Economic Panel conference, which saw lawmakers from across the region come together to discuss issues concerning Asia and its sub-regions.

With 40 economists from around the world, the discussion was focused on the topic Slower growth in Southeast Asia: What is to be done?

The Jeffrey Cheah Distinguished Speakers Series is another pioneering effort that ropes in international luminaries to share new discoveries and thoughts within communities.

Its provides a platform for intellectual discourse and lifelong learning while fostering the creation of a global mindset here in Malaysia.

Driving regional development

Besides promoting lifelong learning, JCF also hopes to play a part in elevating Malaysias status as a global education hub through various initiatives.

JCF recognises the critical role of internationalisation in transforming Malaysias higher education landscape, in line with the national aim to become a global hub for higher education by 2020.

Public and private education institutions, government bodies and non-government organisations all have a role to play in this transformation, says Sunway Education Group and Sunway University senior executive director Dr Elizabeth Lee.

JCF is determined to play its part through actively seeking avenues for global partnerships, as evidenced by its ongoing efforts with internationally renowned universities and organisations.

Last August, JCF and SEG in collaboration with Centre for Asia Leadership Initiatives hosted the Harvard Asia Leadership Conference and Camp.

This programme aimed to transform young Malaysians into strategic global leaders to help create change on both local and global levels.

Harvard facilitators were brought in to share their insight and knowledge with future leaders of the country.

Dr Lee says, We remain open to exploring collaboration opportunities with government bodies and non-government organisations alike for the betterment of South-East Asian communities. We hope that more individuals and organisations can join us in this bid for a better Malaysia.

n For more information, visit jeffreycheahfoundation.org.my or www.sunway.com.my/group/

THE STAR, TUESDAY 9 JUNE 2015

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InternationalTHE internationalisation of tertiary education is a critical step in the right direction for Malaysia.

In line with the national goal of becoming a global higher education hub by 2020, the Jeffrey Cheah Foundation (JCF) has established academic ties with some of the worlds most respected institutions, including Harvard University, University of Cambridge, University of Oxford, Monash University, Lancaster University and Le Cordon Bleu.

These global links allow the two-way flow of scholars and researchers between some of the worlds leading academic institutions and Malaysia in an effort to promote educational advancement in the region.

In 2013, JCF fostered ties with Harvard University to establish the Jeffrey Cheah Funds for Southeast Asia Studies.

Under Jeffrey Cheah Funds, the Jeffrey Cheah Professorship of Southeast Asia Studies and the Jeffrey Cheah Visiting Professorship of Southeast Asia Studies Fund were established.

These funds also contributed to the Jeffrey Cheah Travel Grants for Southeast Asia Studies, which supports research and educational travels between Harvard and Malaysia.

Another international link saw JCF forge ties with Gonville & Caius College of the University of Cambridge to establish two Jeffrey Cheah Professorial Fellowships in Caius, where JCF will support two Cambridge professors (Fellows of Gonville & Caius) who visit Sunway University at least once a year to provide public lectures and conduct classes, contributing to borderless academic development and research excellence.

Cultural exchange is important as it exposes us to individuals from different cultural, religious, geographic and socio-economic backgrounds, says Sunway Education Group (SEG) and Sunway University senior executive director Dr Elizabeth Lee.

In January, JCF and SEG hosted the Asia Leadership Trek (ALT) 2015 programme, which saw 42 Harvard University, Tufts Fletcher School of Law and Diplomacy, and Massachusetts

Institute of Technology graduate students stop by in the country on their four-week trek around Asia.

The Asia Leadership Conference, held in the same month, saw 1,200 young professionals, leaders and students receive the opportunity to learn from Harvard-trained workshop facilitators and esteemed local leaders.

ALT 2015 will also bring back the Executive Leadership School (ELS) and Asia Leadership Youth (ALY) Camp this July.

The ELS will consist of workshops and various events discussing topics such as leadership, innovation and life skills.

Secondary school and university students are not to be left out, as the five-day long ALS will allow participants to explore their purpose, expand their potential and define their future success in a youth residential summer camp setting.

Past participants of the Asia Leadership Camp have found the programme inspiring.

The fellows from Harvard have the best mentors you can find for almost every field you are interested in, says Leonardy Krsitianto of Sunway University.

Dr Jason Tee of Sunway Medical Centre describes the programme as exhilarating and packed with adrenaline-pounding workshops to increase participants capacity for introspection and self-mastery.

The skills I learnt were specific and by the end of the week, I felt like I had a new family, said Andrea Selvarajah of Sunway International School.

SEG and JCF will host the Harvard Krokodiloes 2015 World Tour in Malaysia in July, during which the musical group will entertain audiences with its unique blend of a cappella harmony and humour this July.

The tours activities include a charity dinner, public concert, vocal masterclass and conversation on Life at Harvard.

The proceeds of the Krokodiloes performance will go towards the Jeffrey Cheah Foundation Community Scholarship and Mercy Malaysias Nepal Relief Fund.

n For more information, visit jeffreycheahfoundation.org.my or www.sunway.com.my/group/

The official launch of the Asia Leadership Conference 2015 by Youth and Sports Minister Khairy Jamaluddin.

connections

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Finding strength in differences

Matching companyand community needs

By THERESA BELLE

NOT too long ago, acknowledging and practising corporate social responsibility (CSR) set organisations apart from their competitors.

However, concern for the environment and social development has spiked in recent years today, these causes have become common concerns in the community and a company runs the risk of losing appeal to stakeholders and customers if they neglect to give back in some way.

Gone are those days when CSR was synonymous with charity.

Today, more and more organisations recognise and integrate socially and environmentally responsible measures as sustainability takes prime importance in many countries around the world.

When speaking on corporate responsibility, several top executives and managing directors are fond of describing CSR as being part of the companys organisational DNA, meaning that these measures are already ingrained in the companys vision, mission and day-to-day operation.

The extent to which these claims hold true is left to be determined by tangible results, but cultivating this perception of CSR throughout the organisation is a necessary first step.

Recent research also suggests that more and more companies are adopting CSR approaches to help retain customers, ensure efficiency and stimulate innovation.

This has led to a paradigm shift of sorts CSR can now be viewed as an investment rather than an expense in a symbiotic relationship between company and community.

Engaging customers and employees

In the 1970s, economist and Nobel laureate Milton Friedman penned an article in The New York Times magazine describing CSR programmes as hypocritical window-dressing.

At a time when environmentalism was just beginning to take off, his view reflected the general scepticism of many in corporate America.

Indeed, publicity stunts and greenwashing (dissemination of disinformation to present an environmentally responsible public image) have driven a large part of society to view CSR through a lens of doubtful disapproval over the years.

Many have and still continue to question the true motives of CSR activities, which places the onus on companies to take this responsibility seriously.

Therefore, CSR provides an avenue for companies to show the community that while it is true that they want to make money, they are willing and able to do so while mitigating the adverse effects of their business activities on the community or environment.

It is an opportunity to build a bridge of trust and acceptance with consumers, which will serve as the foundation for customer loyalty to the brand.

CSR returns can be seen closer to home when employees at all levels are involved in the activities.

Global brand Nestl, for example, seeks to foster a holistic

Small and medium-sized enterprises (SME) have fewerresources than larger companies, which may make it seem as if their corporate social responsibility (CSR) opportunities are limited. However, this does not mean SMEs cannot fulfil their social responsibility; in fact, they should leverage on their differences to leave their own mark on society. Here are some ways SMEs can do this: Commit to a non-government organisation (NGO)

Many NGOs are in need of volunteers and not just donations. The investment of time and energy is more feasible for smaller organisations that cannot set aside a separate budget for CSR. Adopting an NGO over a long period of time will allow volunteers to discover their needs and better understand their plight.

Raise awareness of ways in which the company is

already fulfilling its social responsibility Start-up companies often have some societal need in mind to which they are seeking to cater. Aligning CSR measures with the companys vision will prove to be more effective as social responsibility takes on an important meaning within the organisation, which it then echoes to its target market.

Forge ties to relate with communities on a

personal level Given their size, SMEs tend to consist of a close-knit group of employees likely to know each other and the management. This dynamic can also be applied within the community as there is a pre-existing mutually beneficial relationship between companies and the society they serve. SMEs should therefore invest in the local community as they possess the potential to create greater changes within that circle.

approach to work with its employees through promoting social responsibility.

Through the Nestl ROCKS programme, more than 5,700 employees are encouraged to dedicate 16 hours or two full working days of their work time annually to company-endorsed corporate responsibility activities, says Alois Hofbauer, managing director of Nestl Malaysia Berhad.

Sunway Group also recognises the importance of incorporating CSR across all levels of the organisation.

Through the staff club, Kelab Sosial Sunway, employees have the opportunity to reach out through one of the many projects the company undertakes through its C.A.R.E. (Community Aid, Reach- out and Enrichment) programme.

Last year, 800 staff from three locations across Peninsular Malaysia packed some 100,000 meals for the less fortunate in partnership with US-based non-profit organisation Stop Hunger Now.

Such engagement allows employees to experience the full impact of their participation in the organisation while building a healthy corporate culture, which has a direct impact on how individuals make decisions within their roles.

Ultimately, employees and customers want to work with a company they respect this respect can only be earned if the company acts with transparency and responsibility.

Spearheading innovative sustainability

CSR is closely linked with the principles of sustainable development, calling on corporations to consider the social and environmental consequences of their activities.

Society expects companies to be good citizens too, and with the expedient nature of information transfer today, is able to identify companies that fail to address their social responsibility.

Thus, the increasing significance of the people, planet, profit triple bottom line has made sustainability a vital aspect in todays competitive climate.

Given the variety of environmental conservation and preservation efforts out there, organisations such as Nestl look at creating an impact within the communities they serve through a shared value concept of carrying out CSR.

Nestls focus areas are nutrition, rural development and water and environment as these are core to its business strategy and vital to the welfare of the communties where it operates.

One of its water and environment efforts is Project RiLeaf, which sets out to restore the riverine vegetation along the lower Kinabatangan River.

The project engages local community members and oil palm smallholders, strengthening their relationship with the company.

Through this initiative, Nestl

demonstrates how CSR can be an effort of mutual interest and coexistence for all stakeholders while maintaining its corporate reputation as a responsible member of the Roundtable on Sustainable Palm Oil.

Companies have also found that incorporating sustainable measures in their business and products spurs innovation and ends up benefiting the company while also reducing costs by allowing them to operate more efficiently.

Keeping affordability, accessibility and social value in mind when designing products can result in a competitive edge for companies, proving that sustainability is not merely a buzzword but a viable business strategy.

Sunway Group is another example of a company that is no stranger to corporate responsibility, having carried out numerous initiatives in Malaysia for more than 40 years.

The company has witnessed for itself how intertwining CSR with corporate culture gets employees to think about creating increasingly innovative solutions to maximise socio-economic development while minimising environmental impact.

> SEE PAGE 8Business organisations recognise the importance of giving back to the community through corporate social responsibility initiatives.

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Sunway University Business School Concilium raised RM10,000 for Pertubuhan Kebajikan Kanak-kanak Selangor, one of the beneficiaries of the Run for Hope fundraising event.

Lee Siew Tin, head of marketing and communications from World Vision Malaysia (fifth from left), Yang Mulia Puan Raja Riza Shazmin Raja Badrul Shah, honorary secretary of Mercy Malaysia (sixth from left), Dr Elizabeth Lee, senior executive director of Sunway Education Group and Sunway University (centre), Megawati Md Rashidi, senior advisor, Communications & Fundraising Department of Mercy Malaysia (sixth from right) with student representatives and Sunway management staff at the cheque presentation ceremony in support of World Vision Malaysias and Mercy Malaysias disaster relief efforts.

CORPORATE social responsibility (CSR) has augmented Sunway Groups business model, operating strategies and corporate culture for more than four decades now and remains a main factor in engaging stakeholders and the community today.

The Jeffrey Cheah Foundation (JCF), founded on the fundamental premise of giving to society, actively supports Sunways education-related initiatives.

These values and sense of social responsibility are visible throughout the organisation, including the students of Sunways learning institutions.

These students have been actively involved in community work to make a difference in the community and environment.

Collaborative social efforts

The students have displayed initiative in identifying the current needs of the community and providing useful help.

Just this year, staff and students from Sunway University and Sunway College Johor Bahru collaborated with government bodies and non-government organisations to provide aid and necessities to flood victims on the east coast.

When Typhoon Haiyan struck the Philippines last year, the Sunway University Student Council and Sunway Volunteer Society came together with Filipino students to organise a month-long fundraising campaign.

The campaign raised RM11,600 in support of World Vision Malaysias and Mercy Malaysias disaster relief efforts.

Fundraising efforts have also been carried out to aid underprivileged students.

Victoria University Business Club put together a three-day Philanthropy Bazaar last year, while students and staff members from the Sunway Canadian Matriculation Programme raised money for SK Kampung Jawa through the Promoting Intelligence, Nurturing Talent and Advocating Responsibility (Pintar) Foundation.

Collaborative efforts have proven to be an effective method of carrying out community work as the combination of resources and ideas have the potential to maximise societal results.

In view of that, SIS (Sunway International School) Interact Club and Student Council organised the SIS Amazing Race last November in aid of National Cancer Council Malaysias (Makna) cancer research and projects.

The race combined fun and learning to promote cancer awareness among staff and students.

Thirty teams of four had to solve riddles about educational cancer facts at each station to reach the finish line.

Run for Hope was yet another successful fundraising event, where students from Sunway University Business School Concilium managed to recruit more than 1,000 participants to run 5.6km, raising RM20,000 for two orphanages.

Students have even taken the effort to understand and aid communities abroad.

For example, last year, a group of students from the universitys

Centre of American Education (CAE) embarked on a self-funded trip to India.

Called JCharity, its mission was to help the underprivileged poverty-stricken community.

The groups fundraising efforts managed to raise money for tables, chairs, books and uniforms. Later that year, a second group of students made another week-long trip to continue their mission.

Acts of compassionLast year, Monash University

Foundation Year (MUFY) students reached out to members of the street community at Jalan Chow Kit, Kuala Lumpur, as an extension of what started out as a fundraising campaign for the Global Street Missions Street Outreach Feeding Programme.

The annual student-led event provides an opportunity for all MUFY students to interact and work together while raising funds for the underprivileged in the community.

Through the MUFY Sharity Carnival, students raised RM10,000 for the underprivileged in a fundraising event.

For one day last September, MUFY students and lecturers gathered at the Energy Hub of Sunway Campus for a day of fun, food and fashion with various food, drinks, accessories, ornaments and fun-filled games.

Instead of ending their efforts there, the students opted to engage with members of the street community by serving them dinner.

This allowed the thirteen students and six lecturers to experience first hand the living conditions and struggles that these

The cycle of goodwill members of society go through.

The experience was very meaningful and has certainly increased my knowledge of the real world.

My eyes have been opened to the marginalised people in our community and how they feel I truly sympathise with them and we need to continue to reach out, says MUFY Student Council representative Chan Chun Fai.

Student Cherlyn Ong concurred by expressing a renewed sense of appreciation for what she had.

This experience made me realise how fortunate we are these people dont even have a place to stay and they survive on the food that people give to them. This trip has changed how I think and taught me to appreciate what I have now, she says.

Engaging with the community in such a way not only nurtures compassion and empathy, but also brings students together to consider how they can spur great changes in society.

Another student, Robert Kim, expressed compassion and empathy for those he had served dinner to, noting that many of them were shy.

Seeing them having to endure such living conditions tugged at my heartstrings, he says, adding that he hopes to get involved in more activities such as these to respond to these needs in the community.

Sunway students are privy to many opportunities such as these, which help them develop leadership and teamwork skills to become responsible members of society.

Sunway Group and JCF seek to plant these seeds of social responsibility through education. In turn, its students recognise the need to give back to society and actively seek various avenues to do so, creating a cycle of goodwill that enriches the lives of everyone involved.

n For more information, visit jeffreycheahfoundation.org.my or www.sunway.com.my/group/

In August last year, students from Sunway University Centre of American Education (CAE) visited the Belukurichi Elementary School, India, as part of the JCharitys initiative to support the underprivileged community.

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Responsibility versus regulation > FROM PAGE 6In a bold pioneering move last April, India became the first country in the world to mandate CSR under its Companies Act 2013.

This legislation requires corporations with a market cap of more than Rs.5bil (RM286.35mil) or turnover above Rs.10bil (RM572.7mil) to channel 2% of their net profit to improving the society and the environment.

In the case of India, the projected US$2bil (RM7.3bil) CSR expenditure from 3,000 companies can go towards alleviating hunger and poverty.

These are major societal issues in the country as one-third of the population is illiterate and two-third lacks access to proper sanitation.

Other countries such as Sweden have imposed less enforced measures, preferring instead to provide guidelines and regulations or create an environment where human rights and environmental consciousness are ingrained, thus better facilitating social good.

While some business owners

welcome government-mandated CSR, many feel CSR should not be forced.

Instead, it should result from businesses aligning their corporate proceedings with social and environmental needs in a supportive and giving climate.

The latter notion is slowly becoming the primary definition of CSR as companies move further away from the idea of solidifying their brand image through charity.

According to Kal Joffres, chief executive officer of Tandemic, a business management consultant firm, the greatest players in implementing CSR are entrepreneurs and employees themselves.

Understanding and believing the companys motives for CSR can fuel the desire to reach out on a personal level as well.

This is why Joffres considers it necessary for business owners to start seeing how CSR has the potential to generate positive

results for the organisation. We should look for real

business benefits from doing CSR, he says.

For example, a volunteering opportunity can serve as a team-building activity. A technology companys prototyping workshops can inspire underprivileged teens to get into electronics, making them potential employees.

Companies have much to gain from the intelligent practice of social responsibility, which, considering all the returns, is less of an obligation and more of a smart business move.

The best approach to CSR, however, is still to give earnestly.

Joffres believes it all goes back to the original intention.

These CSR initiatives cannot be thinly veiled approaches to selling products, he says.

Instead, they need to be grounded in the belief that if we help people broadly, some of it will come back to us.

Making a differencein creative ways

THE main objective of any business is to make money but for this to happen, it is necessary to interact with employees, customers and suppliers.

Corporate social responsibility (CSR) activities can not only help build a positive image and promote brand loyalty, but also help businesses maintain good relationships with stakeholders.

While the common knowledge of CSR involves providing aid to the underprivileged or carrying out environmental conservation programmes, CSR activities need not be restricted to these.

Over the years, organisations have come up with more creative and innovative ways to implement CSR initiatives that will benefit the society.

Bettering communitiesDecades ago, William Lever

aimed to make a soap that would make cleanliness more commonplace, and his efforts to meet this societal need developed into the international consumer goods company known as Unilever.

Today, Unilever continues to make strides based on its founding principle.

For example, its Comfort One Rinse fabric conditioner reduces the amount of water needed to wash clothes and is useful in areas where water is scarce.

Comfort One Rinse products recorded a total of 1.4 billion washes in 28.7 million households across the world in 2012 a 66% increase compared to only two years before that.

During the 2010 South Africa World Cup, electronics giant Sony Corporation sponsored screens to publicly televise the matches in Cameroon and Ghana.

The objective was one quite distant from the game of football itself the company used slots before and after the match to air HIV/AIDS awareness campaigns to encourage the locals to get tested.

In a continent where the disease is such a major public health issue, Sony reported that it successfully got more than twice the targeted

number of people to get tested for HIV.

For the future, by the future

Sonys EYE SEE programme is a unique child digital photography programme in collaboration with Unicef.

The company provides equipment such as digital cameras to be used in photography workshops for children.

Children from various countries

take photos to exhibit their local observations, which are then featured on the companys website to illustrate the issues faced in different places around the world.

Getting the next generation to present their plights sends a strong message on the importance of sustainability.

On home ground, multimedia corporation Astro promotes sports and wellness through badminton and football camps for children.

The 1MCC-Astro Kem BOLA enlists promising 10- to 12-year-

olds in football training camps, offering the best of the best a chance to experience professional football training at a renowned international club.

Together with its Kem Badminton programme, Astro grooms the next generation of professional athletes while espousing the importance of physical activity and healthy lifestyles among children.

While education is constantly being championed through various CSR activities, sports-related

programmes are only beginning to gain traction.

The government supports this cause through its 1Student 1Sport initiative, which encourages organisations to sponsor equipment required by schools or community teams to practise and play competitively.

Innovative measures such as these stand testaments to the fact that CSR is about more than just charity it has the potential to transform societies in more ways than we can imagine.

Companies that align their social responsibility practices with their corporate proceedings may find that CSR generates positive business results.

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