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THE STAR, TUESDAY 9 JUNE 2015

special

CSR
Doing well
by doing good

THE STAR, TUESDAY 9 JUNE 2015

2 csr

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, communitycentred 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.

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

Responsible resource
management

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.

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

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

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 hand

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

The 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,

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, visit


www.nestle.com.my

THE STAR, TUESDAY 9 JUNE 2015

THE STAR, TUESDAY 9 JUNE 2015

4 csr

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.

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

Committed to
lifelong learning
Making a mark

JCF 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.

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 subregions.
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

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.

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 supports
the Sunway English Language
Development Programme, which
was introduced to boost the level
of English proficiency among
Malaysian students.
This programme comprises
an 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.

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

csr 5

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

International
connections
THE 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 adrenalinepounding 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 STAR, TUESDAY 9 JUNE 2015

6 csr

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

Matching company
and community needs
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.
Business organisations recognise the importance of giving back to the community through corporate social
responsibility initiatives.

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, Reachout 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 nonprofit 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

> SEE PAGE 8

Finding strength in differences

Small and medium-sized enterprises (SME) have fewer


resources 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.

THE STAR, TUESDAY 9 JUNE 2015

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.

csr 7

The cycle of goodwill

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

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.

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 compassion
Last 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

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.

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/

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.

THE STAR, TUESDAY 9 JUNE 2015

8 csr

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 communities
Decades 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

> FROM PAGE 6


In 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 twothird 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

Making a difference
in creative ways
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.

Responsibility versus regulation


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 teambuilding 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.

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