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  • 1. BMS @ VES S.Y.B.M.SRELATIONSHIP WITH COMMUNITY PUBLIC RELATION Prof. Mrs. Martina
  • 2. GROUP MEMBERS :-HEMANT
  • 3. Rebuilding LivesHUL has reconstructed a village in the Bhachau Taluka of GujaratsKachch district. The village, which has been named Yashodadham, wasdedicated to its 1100 residents in December 2002. The residents belongto Nani Chirai village, which was completely wrecked by the devastatingearthquake of January 2001.Yashodadham, spread over 25 acres, comprises 289 homes. HUL has alsoprovided a school building, an exclusive playground for children and amulti-purpose community centre, including a crèche, health centre, andcommunity room and village administration office. Space has been leftall along the village for parks and public squares, where villagerssubsequently will plant trees.Each house is of 400 sq. ft built-up area, with running water andelectricity, in a 1600 sq. ft plot. As desired by the villagers, the design andfoundation of houses and the plot size is such that they have the scopeto build extra rooms in the future. HUL has constructed both anunderground reservoir and an overhead tank for water.HUL, which had launched immediate relief after the quake in areasadjacent to its Kandla Exports factory, subsequently decided toreconstruct a village, which was completely wrecked. The objective wasto help a completely wrecked village, because such settlements had thegreatest need for help. Forty such villages were inspected, aroundKandla factory, and Nani Chirai was chosen.
  • 4. Health & Hygiene EducationLifebuoy Swastya Chetna (LBSC) is a rural health and hygiene initiativewhich was started in 2002. LBSC was initiated in media dark villages (inUP, MP, Bihar, West Bengal, Maharashtra, Orissa) with the objective ofspreading awareness about the importance of washing hands with soap.The need for a program of this nature arose from the fact thatdiarrhoeal diseases are a major cause of death in the world today. It isestimated that diarrhoea claims the life of a child every 10 seconds andone third of these deaths are in India. According to a study done by theLondon School of Hygiene and Tropical Medicine, the simple practice ofwashing hands with soap and water can reduce diarrhoea by as much as47%. However, ignorance of such basic hygiene practices leads to highmortality rates in rural India.Being India’s leading personal wash health brand, Lifebuoy saw a role foritself in propagating the message of hygiene and health in villages. Welaunched our Lifebuoy Swasthya Chetna initiative keeping this rationalein mind.LBSC is a multi-phased activity which works towards effecting behaviourchange amongst the rural population it touches. It demonstrates that“visible clean is not really clean” thereby proving the importance ofwashing hands with soap. It targets children as they are the harbingersof change in society and mothers since they are the custodians of health.As stated above, the campaign has been divided into various phases. Inthe initial phase, a Health Development Facilitator (HDF) and an assistantinitiates contact and interacts with students and influencers of thecommunity, i.e. village community representatives, medical practitioners,school teachers etc. A number of tools such as a pictorial story in a flip
  • 5. chart format, a "Glo-germ demonstration" and a quiz with attractiveprizes to reinforce the message are used. The "Glo-Germ demonstration"is a unique tool to make unseen germs visible and emphasize the needto use soap to wash hands and kill germs. The first interaction withstudents is then replicated with the women and finally the rest of thecommunity. The various stages reinforce the message and learnings,which is crucial in order to effect awareness and behaviour change infavour of hand wash hygiene.CORPORATE SOCIAL RESPONSIBILITY (CSR)STAKEHOLDER TIES AT THE GRASSROOTS
  • 6. An Integrated Rural Development Centre has been set up on 40 acres ofland along the Delhi-Jaipur Highway. The Centre-complete with wideapproach roads, clean water, and education facilities for both adults andchildren-now nurtures a vibrant, educated and healthy community.The Foundation has adopted various villages located within vicinity ofthe Hero Honda factory at Dharuhera for integrated rural development.This includes: • Installation of deep bore hand pumps to provide clean drinking water. • Constructing metalled roads and connecting these villages to the National Highway (NH -8). • Renovating primary school buildings and providing hygienic water and toilet facilities. • Ensuring a proper drainage system at each of these villages to prevent water-logging. • Promoting non-conventional sources of energy by providing a 50 per cent subsidy on biogas plants.Raman Munjal Sports ComplexThe Raman Munjal Sports Complex has basketball courts, volleyballcourts, and hockey and football grounds are used by the local villagers.In the near future, sports academies are planned for volley ball andbasket ball, in collaboration with National Sports Authority of India.Vocational Training CentreIn order to help local rural people, especially women, Hero Honda hasset up a Vocational Training Centre. So far 26 batches comprising ofnearly 625 women have been trained in tailoring, embroidery andknitting. The Company has helped women trained at this center to set upa production unit to stitch uniforms for Hero Honda employees.Interestingly, most of the women are now self-employed.
  • 7. Adult Literacy MissionThis Scheme was launched on 21st September, 1999 , covering thenearby villages of Malpura, Kapriwas and Sidhrawali. The project startedwith a modest enrollment of 36 adults. Hero Honda is now in the processof imparting Adult Literacy Capsules to another 100 adults by gettingvillage heads and other prominent villagers to motivate illiterate adults.
  • 8. Preventive health careAs a public-private participatory approach, the DOTS (DirectlyObserved Treatment, short course) Centre and DMC (Direct MicroscopyCentre) have been recognised by the World Health Organization (WHO).These were established under Revised National Tuberculosis ControlProgramme (RNTCP) in 2004 and have reduced the need to transportpatients to Jamnagar for testing and treatment.An HIV/AIDS awareness campaign in collaboration with NGOs andGovernment authorities was started in 2004. Since then a number ofprogrammes including distribution of handouts, village rallies, streetplays, interactive game shows, quiz competitions, poster exhibitions,audiovisual shows, group meetings, one to one contact programmes,etc. have been conducted for mass awareness. Group counseling,screening of high risk group, HIV testing have been started.We also provide diagnostic facilities like HIV screening by rapid test asrecommended by NACO. All high risk groups are encouraged to avail ofthese facilities and the fact that people have started coming voluntarilyfor HIV testing is a positive mark of the success of this programmesSpecial support – prevention of fire andloss of lifeWe take it on ourselves to play an active role in protecting the lives,environment and property of the neighboring communities. This isdone through active support of the Fire & Safety departments forvarious incidents.Calls pertaining to road accidents, spillage or leakages of chemicals,fire, etc. and even household calls like LPG leakages / kitchen orhutment fire are attended to. Through this initiative, our resources andinfrastructure in fire fighting, chemical neutralisation or safe disposalare utilised for social causes in the neighboring area (industry ordomestic) wherein similar facilities are frequently unavailable.
  • 9. Diageo Radico launches safe driving campaignwith Shah Rukh Khan February 04,08 Doing its bit for social responsibility, Diageo Radico has launched a responsible drinking campaign, ‘The Masterstroke don’t drink and drive campaign’. The campaign, which features brand ambassador Shah Rukh Khan, dwells on the importance of making responsible decisions about drinking with the social message ‘never drink and drive’. The concept behind the TVC is to create awareness about the need forresponsible drinking. Diageo Radico is just showing its concern over asocial cause.Raju Vaziraney, CEO & President, Sales and Marketing, Diageo RadicoDistilleries Pvt Ltd, said, “The TVC will be unveiled in a few month’s time.We will be doing a lot of on-ground activities, which involves directlycontacting the consumers at pubs and bars educating about the dangersof excessive drinking and driving, because we feel that a mere 15-second TVC will not be able to convey the that communication we want
  • 10. to spread.”The campaign is supplemented by various below-the-line activities in theform of car shades, sign-post at bar, clubs, etc.The TVC shows a party in full swing with SRK also present there. When ayoung guy approaches him and asks for his autograph, Khan instead ofgiving his autograph writes down a telephone number. Excited, the guyasks whether it is his number, but Khan gives his dimpled smile andreplies it is the number of the taxi stand and asks the guy to take a taxiback home after consuming drinks.Said Khan about the campaign, “The Masterstroke don’t drink and drivecampaign intends to raise awareness about responsible drinking. As thecampaign suggests, I urge each of you to ensure that in case you aregoing out and wish to drink, you should either designate a driver, take ataxi or use a public transport to have a safe ride back home.”Abhishek Khaitan, MD, Diageo Radico Distilleries, added, “The messagecould not be simpler, ‘never drink and drive’. As one of India’s leadingdeluxe whiskey makers in the Indian Made Foreign Liquor (IMFL)category, we recognise our role in educating consumers about drinkingresponsibly. The joint venture has today successfully completed a year ofthe launch of our premier brand Masterstroke. We thus, feel very proudto announce the launch of this campaign at a momentous occasion.Moreover, Shah Rukh Khan’s legendary status and association with thiscampaign gives us a bigger and wider platform to successfully drive themessage across media and audiences.”
  • 11. Colgate Palmolive (India) LtdColgate People worldwide share a commitment to the three corecorporate values: Caring, Global Teamwork and ContinuousImprovement. These values are reflected not only in the quality of ourproducts and the reputation of our Company, but also in our dedicationto serving the communities where we do business.Colgate-Palmolive (India) Ltd., undertakes its corporate socialresponsibility through a variety of effective programs. Since 1976, thecompany has been delivering free oral health education to children ofrural and urban poor in partnership with Indian Dental Association (IDA).Colgates community outreach efforts have touched the lives of millionsof children, providing the information, insight and inspiration they needfor a healthy life and a healthy smile.Community InitiativesChildren : Meljol and Make a Wish FoundationDominic Savio Summer CampEducation : Partnership with PrathamPartnership with PrathamColgate supports Pratham, an NGO working in the field of education ofunderprivileged children. Colgate has worked with Pratham to set uplibraries in economically backward areas to encourage and inculcate the
  • 12. habit of reading among the children living here. We have also supportedtraining and development modules for Prathams volunteer base of over10,000 people.To actively contribute to the social and economic development of thecommunities in which we operate. In so doing, build a better, sustainableway of life for the weaker sections of society and raise the countryshuman development index."— Mrs. Rajashree Birla, Chairperson,The Aditya Birla Centre for Community Initiatives and RuralDevelopmentMaking a difference
  • 13. Before Corporate Social Responsibility found aplace in corporate lexion, it was alreadytextured into our Groups value systems. Asearly as the 1940s, our founding father ShriG.D Birla espoused the trusteeship concept ofmanagement. Simply stated, this entails thatthe wealth that one generates and holds is tobe held as in a trust for our multiplestakeholders. With regard to CSR, this means investing part of our profitsbeyond business, for the larger good of society.While carrying forward this philosophy, his grandson, Aditya Birlaweaved in the concept of sustainable livelihood, which transcendedcheque book philanthropy. In his view, it was unwise to keep on givingendlessly. Instead, he felt that channelising resources to ensure thatpeople have the wherewithal to make both ends meet would be moreproductive. He would say, "Give a hungry man fish for a day, he will eatit and the next day, he would be hungry again. Instead if you taught himhow to fish, he would be able to feed himself and his family for alifetime." Taking these practices forward, our chairman Mr. Kumar Mangalam Birla institutionalised the concept of triple bottom line accountability represented by economic success, environmental responsibility and social commitment. In a holistic way thus, the interests of all the stakeholders have been textured into our Groups fabric. The footprint of our social work today straddles over 3,700 villages, reaching out to more than 7 millionpeople annually. Our community work is a way of telling the peopleamong whom we operate that We Care.
  • 14. Our strategyOur projects are carried out under the aegis of the "Aditya Birla Centrefor Community Initiatives and Rural Development", led by Mrs. RajashreeBirla. The Centre provides the strategic direction, and the thrust areas forour work ensuring performance management as well.Our focus is on the all-round development of the communities aroundour plants located mostly in distant rural areas and tribal belts. All ourGroup companies —- Grasim, Hindalco, Aditya Birla Nuvo, Indo Gulf andUltraTech have Rural Development Cells which are the implementationbodies.Projects are planned after a participatory need assessment of thecommunities around the plants. Each project has a one-year and a three-year rolling plan, with milestones and measurable targets. The objectiveis to phase out our presence over a period of time and hand over thereins of further development to the people. This also enables us to widen our reach. Along with internal performance assessment mechanisms, our projects are audited by reputed external agencies, who measure it on qualitative and quantitative parameters, helping us gauge the effectiveness and providing excellent inputs. Our partners in development aregovernment bodies, district authorities, village panchayats and the endbeneficiaries -- the villagers. The Government has, in their 5-year plans,special funds earmarked for human development and we recourse tomany of these. At the same time, we network and collaborate with like-minded bilateral and unilateral agencies to share ideas, draw from eachothers experiences, and ensure that efforts are not duplicated. Atanother level, this provides a platform for advocacy. Some of theagencies we have collaborated with are UNFPA, SIFSA, CARE India,Habitat for Humanity International, Unicef and the World Bank.
  • 15. Our focus areasOur rural development activities span five key areas and our single-minded goal here is to help build model villages that can stand on theirown feet. Our focus areas are healthcare, education, sustainablelivelihood, infrastructure and espousing social causes.EducationBalwadis (pre-school)Adult educationNon-formal educationContinuing educationScholarships for girls, merit and technical education Health and family welfare Mobile clinics - doctors visit once a week Medical camps - general and issue-based Health training and awareness Sanitation - toilets, training, smokeless chullahs, biogas Safe drinking water Mother and child health Reproductive health Awareness building
  • 16. Sustainable development and livelihood andagriculture and watershed developmentSelf-help groupsSGSY - dairy, readymade garments, jute project,basket making, aggarbati making, bee keeping,durrie making.Check damIrrigationLand developmentSoil and water conservationPasture developmentSocial forestry/ plantation activities/ nurseryHorticultureFarmer trainingSocial causes Infrastructure developmentWidow / dowry-less mass marriages Roads, schoolWomen empowerment DamsAwareness drives on knowledge, attitudeand practices Community centres Houses Culverts Electricity Health centres Water channels
  • 17. The Aditya Birla Group Scholarship covers the academic fees as well asthe hostel fees for the duration of the course, commencing with theacademic session of the first year.The value of the scholarship for various institutions is as under:IIM: Rs 1,75,000 per annumIIT / BITS (Pilani): Rs 65,000 per annumSince the scholarship covers the entire course, scholars are entitled to arefund of any amounts they may have paid to their institute, prior to thecommencement of the scholarship.The scholarship funds are administered by the dean/director of the
  • 18. institution. All funds are sent directly to them for appropriate disbursal.The performance of the scholars is monitored closely for renewal of theaward every year.Performance assessment criteria for the renewal of the scholarshipThe Aditya Birla Scholars are assessed regularly on qualitative andquantitative parameters to judge their performance on the academic andleadership front. This assessment forms the basis for determining thecontinuation of the scholarship for the next academic session.For the IIMs, the assessment is done once in a one-year time frame.For the IITs and for BITS (Pilani), the assessment is done thrice in a three-year time frame.Assessment criteria: Scholastic standards: The scholar must be in the top 25 per cent of students in his/her batch Work done by the scholar during the course of the programme: At least 60 per cent of the assignments must have a rating of at least 7 on a 9-point scale Practical work-related experiences of the scholar: Summer project must have a rating of at least 7 on a 9-point scale Participation in campus activities: Active participation in a minimum of two forums on campus Learning: Scholar has to write a 350-word essay on "Being an Aditya Birla scholar: experience sharing"
  • 19. The Aditya Birla Group Scholarship covers the academic fees as well asthe hostel fees for the duration of the course, commencing with theacademic session of the first year.The value of the scholarship for various institutions is as under:IIM: Rs 1,75,000 per annumIIT / BITS (Pilani): Rs 65,000 per annumSince the scholarship covers the entire course, scholars are entitled to arefund of any amounts they may have paid to their institute, prior to thecommencement of the scholarship.The scholarship funds are administered by the dean/director of theinstitution. All funds are sent directly to them for appropriate disbursal.The performance of the scholars is monitored closely for renewal of theaward every year.Performance assessment criteria for the renewal of the scholarshipThe Aditya Birla Scholars are assessed regularly on qualitative andquantitative parameters to judge their performance on the academic andleadership front. This assessment forms the basis for determining thecontinuation of the scholarship for the next academic session.For the IIMs, the assessment is done once in a one-year time frame.For the IITs and for BITS (Pilani), the assessment is done thrice in a three-year time frame.Assessment criteria: Scholastic standards: The scholar must be in the top 25 per cent of students in his/her batch Work done by the scholar during the course of the programme: At least 60 per cent of the assignments must have a rating of at least 7 on a 9-point scale Practical work-related experiences of the scholar: Summer project
  • 20. must have a rating of at least 7 on a 9-point scale Participation in campus activities: Active participation in a minimum of two forums on campus Learning: Scholar has to write a 350-word essay on "Being an Aditya Birla scholar: experience sharing"Aditya Birla Memorial HospitalAditya Birla Memorial Hospital is equipped with the latest technology tomake it a benchmark hospital in healthcare standards. It is a multi-speciality medical centre with a holistic approach towards healthcare.The outpatient clinics provide preventive, curative and rehabilitative carealong with traditional medicine therapy.Spacious atrium
  • 21. 18,000 sq.ft. aesthetically designed space ATM booths Information and travel desk 24-hour cafeteria Indoor childrens play area Business centre Utility, book and gift shops TempleThe one-stop wellness assessment centre X-ray Dexa bone densitometry Stress test Gynaecological examination 2D echo and colour doppler Sonography Spirometry Dental check-up Eye check-upLarge OPD complexOPD
  • 22. Complete range of speciality clinics 60 consulting rooms 30 procedure rooms Pleasant and cheerful environmentDaycare Single point service for all daycare surgeries Well-equipped, 14-bed daycare department Minimum invasive surgery centre and endoscopy