The high regard that the powerful Yuchengco family has on Philippine National Hero Dr. Jose P. Rizal is undeniable. Two of the family’s principal business interests were branded based on the hero’s esteemed name. The country’s leading non-life insurance company, Malayan Insurance, is a subtle tribute to the Great Malayan, while Rizal Commercial Banking Corp.’s (RCBC) connection to the man from Calamba is simply glaring. This admiration and respect to Rizal is once again carried on in the business group’s latest Corporate Social Responsibility program.
Launched in October of 2008, the Yuchengco Group of Company’s (YGC) “Buhay Rizal” is a three-year values promotion program that centers on the life lived and values espoused by Dr. Jose Rizal.
“This program will culminate in 2011—that’s when the group (YGC) will mark 100 years of operation in the country,” said YGC Group Marketing Council Chair Liway Gener.
To get on with the program, Gener’s group had to do extensive research on Rizal’s life and then echo their learnings to the top executives of various YGC companies to ensure that everyone is kept adequately aware of the person they will be “promoting.” Reflecting on Rizal’s life and works, the group identified six key values, which they believed to be of utmost importance to the national hero. These are: 1) a life of honor and integrity; 2) a passion to excel; 3) the achievement of dreams and aspirations; 4) respect and love for parents; 5) use of God given talents; and 6) love and price for the Filipino race.
“YGC chairperson Helen Dee believes that the values and teachings of Dr. Rizal remain relevant to the modern Philippine nation. More than his supreme sacrifice of giving his life for his countrymen, it is the way he did ordinary things extra-ordinarily well that is of importance to our daily lives,” Gener shared.
Immediately after its launching in October, which had the blessings and support of the Department of Education and the Knights of Rizal, “Buhay Rizal” has been manifested and translated into various community projects and promotional activities. Aside from coming out with print and billboard campaigns all over the country—all promoting key Rizal values and sayings, the people behind the program also forged partnerships with various government and non-government groups to concretize their ambitious goals.
For starters, they arranged for a partnership between 22 public high schools all over Metro Manila and specific YGC-member companies for a book donation drive that will provide students with over 21,000 Noli Me Tangere books.
As a battelcry for all these activities, the YGC issues a challenge to Filipinos all over: Nagawa ni Rizal noon, magagawa mo ba ngayon?” From what it has done so far, it is obvious that the Yuchengco Group of Companies has indeed taken upon itself to give the first affirmative action to its own challenge.