In this day and age, a company must not only exist for money. While profitability is the paramount goal of any business endeavor, it has to go deeper and find its raison d’etre. To endure, even to flourish, is not enough. It may be at the top of the heap, but it truly yearns to leave a footprint in the sands of time, or to be remembered for doing something noble. Sure, it can make a difference alone, but it would be so much better if it is able to link up with others and accomplish its goals with greater efficiency.
A company needs to associate with a cause in order to give purpose to its life. Its quest for an advocacy or involvement in social responsibility will be stronger and as it realizes even more that attaching a cause to its name is worth the investment. Its mindset will be influenced by two thoughts: first, doing good does not have to be the prerogative of charitable institutions and not-for-profit groups; and second, the mission to improve people’s lives does not turn business into a social welfare agency.
A company is socially responsible if it creates high quality but affordable products or if it spreads the use of technology to raise productivity or provide better service to people. It is also responsible if it adopts an advocacy that it believes in and provides support to it without strings attached.
It is acceptable that business cannot always afford to be so generous to so many people, but doing good does not necessarily rule out making a reasonable profit. What is needed are enlightened business and enlightened business people who can balance profits with social responsibility. The mission is to get involved in corporate social responsibility (CSR) programs anchored on good deeds that can also turn into good deals.
CSR Is Everyone’s Business
This year’s corporate social responsibility (CSR) conference will be held from July 16 to 18 at the Makati Shangri-La Hotel. It will again be led by its premier proponent, the League of Corporate Foundations (LCF), whose seventh CSR summit staging will highlight the importance of integrating CSR strategies into any organization’s core business for increased competitiveness and sustainability. Last year, CEOs and executive directors of LCF member organizations participated in a “Walk the Talk” ceremony that drew attention to the conference. This year, LCF intends to create even greater buzz with a symbolic ceremony followed by a media interaction that will take place in the heart of the capital’s business district.
In preparation for the July event, CEOs and executive directors of LCF member companies and partner organizations will meet on June 18 at the Ayala Museum Plaza. Upon arrival at the event venue, each CEO will be given a piece of a puzzle imprinted with the company’s logo on one side and a part of the conference logo on the reverse. The CEOs will then set their individual puzzle pieces on a giant puzzle mat to form the LCF CSR conference logo, signifying the company’s commitment to CSR. Once completely formed, the puzzle will be sandwiched between two Plexiglas pieces and raised on a platform, with one side showing the individual company logos and the other the giant conference logo. The completed art piece will be displayed publicly leading up to the conference.
This activity, the conference organizers said, will not only showcase the importance of CSR as an integral part of the business strategy but will also highlight the participating organization’s active involvement in responding to social and environmental issues and challenges. Just like a puzzle piece, the organization’s CSR program — when combined with others — can ensure sustainable social development for the country.
Giving Back, Paying Forward
In keeping with the CSR spirit, ABS-CBN kicked off its 55th year in television with consequential contributions to the plight of Filipinos all over the country with its new advocacy program, BayaniJuan. It is a new umbrella program that puts together the agenda of the ABS-CBN Foundation, which aims to deliver services to the poorest of the poor in identified communities. These include activities like feeding missions, medical missions, livelihood projects, education and other simple, individual acts that, when meshed make a large difference. BayaniJuan resurrects the Filipino value of bayanihan, a force that can create a better; more compassionate Philippines for all Filipinos, young or old.
The ABS-CBN Foundation has been in the thick of advocacy engagements in the past. Its body of work covers: Bantay Bata 163, which cares for the rights, welfare and health needs of Filipino children; Bantay Kalikasan (protects the health and livelihood of Filipinos by protecting the environment; helps protect the La Mesa Watershed); E-Media (makes good education accessible through teaching materials, teacher training and sometimes making educational facilities available); Bayan Foundation (provides livelihood support through skills and entrepreneurial training and microfinance), and Sagip-Kapamilya (helps rebuild the lives and communities of calamity victims).
BayaniJuan is about giving back, paying forward and sharing time, knowledge, skills and resources. It struck a chord with ABS-CBN’s officials, which led to its adoption as the flagship program of the content company. Its eventual cascade to the network’s internal stakeholders opened the doors to collaborative efforts that got various divisions involved in designing a roadmap to move the noble cause.
BayaniJuan has nationalistic themes and altruistic goals, which set it apart from other social marketing programs. Its bayanihan fervor pushed the network’s most valued resources: its employees, stars and talents, its programs, platforms and subsidiaries, its advertisers and sponsors, their families and communities and its viewers, to work as one united group that will give birth to an army of helping hands to walk the talk.
ABS-CBN wants the Filipino people to know that BayaniJuan is not just a one-time project. It is, in fact, a commitment to serve that goes back to Geny Lopez’s conviction to be of service to Filipinos wherever they are. Kapitan’s vision has been re-imagined in “Bigyan ng bagong simula ang ating bayan. Walang iwanan sa bayan ni Juan,” the umbrella proposition of the social agenda. No matter what your network affiliation is, no matter what your state in life is, and no matter what your economic status is, it is here to serve, and to help you find an outlet for your need to serve your fellowman.
Making A Stand
A TV campaign for BayaniJuan kicked off in late May this year with a series of teasers that subtly prodded viewers to action. It used tags such as “Jose Rizal, edad 26 nung lumabas ang Noli Me Tangere. Jacinto at Del Pilar, 19 noong sumali sa Katipunan, Bigyan ng bagong simula ang ating bayan … BayaniJuan.” The actual event kicked off with a June 4 visit to a feeding program in Bacolor, Pampanga. ABS-CBN executives led by Charo Santos-Concio, the cast of TV programs like That’s My Doc, Star Magic talents, and the housemates of PBB Teen Edition served food, played games, gave gifts and interacted with a group of 500 children who are taking part in a 120-day feeding program for a lahar-ravaged community maintained by ABS-CBN Foundation and Globe Asiatique.
On a national and company-wide basis, the venture took off with a sincere and passionate patriotic pledge to the country, as ABS-CBN employees stood up as one for a special flag-raising ceremony last June 12, Independence Day. The event was unique and heartrending. It involved ABS-CBN employees in the main office, the regional network group all across the country, and the North America operation. The ceremony was broadcast live on ABS-CBN Channel 2 and simulcast on Studio 23, ANC, DZMM Teleradyo, Myx, and Cinema One. The commercial-free coverage was followed by the official public announcement of the BayaniJuan initiative, and the introduction of Panatang Maka-BayaniJuan, a statement of purpose for the campaign.
Moving forward, the national launch will be followed in earnest by a communication campaign utilizing institutional TV plugs featuring the network’s major stars and news program hosts. A music video to go with theme song Bagong Simula, launched yesterday in ASAP, the top-rating musical variety show, will help generate awareness, interest, desire, and action for the program. It features top rock vocalists Kevin Roy (Razorback), Marc Abaya (Kjwan), Yael Yuzon (Spongecola), Kitchie Nadal and Yeng Constantino. To complete the multi-platform communication approach, ABS-CBN Interactive is also set to launch a website for the project at www.bayanijuan.org.
Advocacy or CSR is mainly about generosity, willingness to help, and making a stand. BayaniJuan is one good-for-the-soul project that deserves the push. Let’s help it grow.
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E-mail bongo@vasia.com or bong_osorio@abs-cbn.com for comments, questions or suggestions. Thank you for communicating.