CSR may be debatable, but not the recipients<\/p>\n
Rudijanto, Contributor, Jakarta<\/p>\n
\"Help me, I want to get well,\" reads a brochure featuring
\nseven-year-old Faizal, a leukemia patient at Jakarta's Cipto
\nMangunkusumo General Hospital (RSCM).<\/p>\n
His sad and tired eyes staring out of the \"Let's Cure the
\nChildren\" brochure distributed by PT Prudential Life Insurance
\n(Prudential) reflect prolonged suffering as well as bewilderment.<\/p>\n
Faizal may not understand why he must be confined to a
\nhospital bed for over a month while other children of his age can
\nattend school or play hide-and-seek in the playground.<\/p>\n
Diagnosed with leukemia when he was very young, the suffering
\nFaizal has endured is unimaginable. His open-eyed expression
\nappears to ask, \"Why do I have this frightening disease?\"<\/p>\n
Not even his parents are able to answer this painful question.
\nA contract teacher at a high school in the capital, his father
\nRahmat Mustaqim is as confused as Faizal. Although he has no
\npermanent job, Rahmat has tried his best to mitigate the agony of
\nhis first and only son.<\/p>\n
Faizal is just one of many children born to economically
\nchallenged families who have not only been painfully separated
\nfrom the typical joys of childhood, but also face a life-and-
\ndeath struggle against the scariest disease of all -- cancer --
\nat a too-young age.<\/p>\n
There is hope, however, and among those children who can
\nexpect help from generous donors include three-year-old Rifqy and
\nfive-year-old Aldi, who have leukemia, and three-year-old Faisal
\nand six-year-old Mangihut, who have neuroblastoma.<\/p>\n
Without proper medical treatment, these children will not live
\nlong. They represent 11,000 others who are diagnosed every year
\nwith various forms of cancer -- within a population of 220
\nmillion. Cancer is responsible for 10 percent of child deaths in
\nIndonesia.<\/p>\n
Faizal, Rifqy, Aldi, Faisal and Mangihut are among the lucky
\nfew who have been taken under the wings of the Indonesian
\nChildhood Cancer Foundation (YOAI). The foundation has been able
\nto procure assistance from some sponsors, including large
\ncorporations such as Prudential, through its Corporate Social
\nRelations (CSR) program.<\/p>\n
The CSR concept has become a hot topic in academic circles,
\nwith academics debating the effectiveness of any CSR program with
\nregards the bottom line or the companies' image. Others
\napparently disregard CSR programs as a form of camouflage to
\nconceal any violations committed by major corporations in their
\nprofit-seeking business activities.<\/p>\n
Whatever their motives in carrying out the CSR programs,
\nFaizal and other ailing children may have only a straightforward
\nresponse -- \"thank you\" or \"thank God\".<\/p>\n
However, a seriously and professionally planned CSR program
\nwill render a broader impact, not only on those directly and
\nactively involved in the program, but also on the national and
\nglobal economy.<\/p>\n
Chadd McLisky, president director of Jakarta-based management
\nconsultancy Indo Pacific, said excellent CSR programs actually
\nneeded thorough, conscientious planning.<\/p>\n
\"We see there are many companies prepared to give to their
\nlocal communities, but in an ad hoc manner. You cannot do this.
\nCareful planning must be considered and you need to determine
\nwhat the community needs, not what the company thinks may be
\nneeded,\" McLisky said.<\/p>\n
Without careful planning and real, heartfelt commitment,
\nMcLisky said a CSR program would be merely a top-down commitment,
\nsuch as off-the-cuff donations to support local communities.<\/p>\n
\"Here lies the difference in CSR and local sponsorship: Open
\ndialogue and research in the community's needs is a must.
\nHowever, many companies that claim to have CSR programs are more
\nsponsorship programs and not true CSR,\" he added.<\/p>\n
Furthermore, Chadd elaborated, companies did not need to
\nassume that they needed to channel extensive funds toward CSR. He
\nemphasized that no matter what size the company -- large or small
\n-- if they wanted to put in the commitment, they could have a
\ngood CSR program.<\/p>\n
\"Firstly, they need to have the total commitment of the most
\nsenior management, and secondly, they need a policy. What we see
\nis that many companies are giving on an ad hoc basis to whoever
\nasks them for funding, thinking that they are 'well-doers',\"
\nMcLisky said.<\/p>\n
In spite of the newness and imperfectness of this concept to
\nsome local companies, major corporations such as American Express
\n(Amex), Hitachi and cigarette producer Dji Sam Soe have shown
\nserious planning in their CSR programs.<\/p>\n
In its Positive Youth program, the Amex Foundation has forged
\na partnership with local foundation Mitra Mandiri to contribute
\nto equipping secondary school students in Jakarta with
\nentrepreneurship skills.<\/p>\n
So far, Amex and Mitra Mandiri provide instruction to about
\n500 junior high school students in painting ceramics and related
\nbusiness concepts, including developing marketable designs,
\ncalculating unit costs, pricing and the market for painted
\nceramic products.<\/p>\n
Amex kicked off the Positive Youth program in October as an
\nextracurricular activity. Channeling US$25,000 to fund the
\ntraining, Amex ensures the continuity of the program by
\nrechanneling the money made from sales of student-painted
\nceramics into the program.<\/p>\n
Another carefully planned CSR program with a long-term goal is
\nthe Hitachi Young Leaders Initiative (HYLI). Conducted since
\n1996, HYLI holds a week-long gathering for 24 selected students
\nfrom six Asian countries -- Indonesia, Japan, Malaysia, the
\nPhilippines, Singapore and Thailand.<\/p>\n
Held annually in one of the participating countries, HYLI aims
\nto develop future leaders, focusing on university students who
\nexhibit potential, by broadening their views on current issues
\nthrough discussion. The program also aims to promote mutual
\nunderstanding and harmony in the region and to instill a unique
\nsense of Asian values and solidarity.<\/p>\n
The seriousness of this initiative is reflected in the list of
\nprominent regional figures from governments, businesses and
\nacademia who have spoken at an HYLI gathering. Previous speakers
\ninclude Thai Minister of Science, Technology and Environment Dr.
\nArthit Ourairat, and Hiroshi Yasuda, Professor of Research Centre
\nfor Advanced Science & Technology (RCAST) of the University of
\nTokyo.<\/p>\n
Dji Sam Soe has targeted the empowerment of small- and medium-
\nscale enterprises (SMEs). Forging a cooperation with the Tempo
\nMedia Group, the cigarette giant initiated the Dji Sam Soe Award
\n(DSS Award) for SMEs, which aims to recognize and inspire
\nmillions of SMEs throughout Indonesia.<\/p>\n
Out of 198 candidate SMEs for the DSS Award 2005, only nine
\nwill be shortlisted as finalists, of which three will be declared
\nwinners in February 2005. The winning three will be selected for
\ntheir implementation of good corporate governance principles.<\/p>\n
\"Many studies have shown that SMEs have been resilient and
\ncapable of moving the real sector. We want to recognize them and,
\nhopefully, this step will be followed by efforts to develop and
\nempower the SMEs here,\" said Dji Sam Soe Senior Brand Manager
\nRusni Kartina.<\/p>\n
The CSR concept and its implementation may be far from
\nperfect, but some of the activities carried out by companies may
\ncome with a silver lining. However, only with more critical
\nassessments and evaluations from all sides will CSR evolve into a
\ntrue vehicle of contributing to the betterment of the world.<\/p>",
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