Corporate Social Responsibility (CSR). It's goals, dimensions and benefits. 3 types of CSR - Ethical, Altruistic and Strategic. Socially Responsible Advertising. Innovative Social Cause Marketing Campaigns. Some Notable Cases of Corporate Social Irresponsibility. Some Responsible Corporations.

2. CSR – CORPORATESOCIAL
RESPONSIBILITY
By – Dikshya Mahapatra
Roll No. – 15

4. WHAT IS CSR?
• CSR is an extended model of Corporate Governance.
• CSR is about how company manage the business processes to produce an
overall positive impact on the society.
• CSR is the responsibility of corporations to go above and beyond what the law
requires them to do.
• CSR is the responsibility of the corporations to contribute to a better society and
cleaner environment.
In simpler words, CSR is a company’s sense of responsibility towards
the community and environment in which it operates.

5. GOALS OF CSR
• Eradicate extreme poverty and hunger.
• Achieve universal primary education.
• Promote gender equality and empower
women.
• Reduce child mortality.
• Improve maternal health.
• Combat HIV/AIDS, Malaria and other fatal diseases.
• Ensure environmental sustainability.
• Develop a global partnership.

9. SOCIALLY RESPONSIBLE
ADVERTISING

10. For an ad campaign to be considered socially responsible, the advertising used in
the campaign must meet an ethical standard. Corporate social responsibility
marketing has been a focus of several major ad campaigns, but if the ads used in
the campaign are seen as deceptive by the public, the company is unlikely to be
considered socially responsible regardless of the theme of the advertisements.
TRUTH IN ADVERTISING
Truthfulness is the first requirement for any socially responsible advertising.
Factual information can be presented in such a way as to deceive the viewer,
while an image can be manipulated yet still create an accurate final impression.
For example, if an advertisement says a certain product is inexpensive without
revealing that it will wear out very quickly, then the information is factually
accurate yet deceptive.

11. MESSAGING
Socially responsible advertising should not promote or contribute to anything
damaging to society. If an advertisement makes use of racial or sexist stereotypes,
shows irresponsible parenting practices, encourages irresponsible use of alcohol
or sexual behaviors, or attempts to emotionally manipulate a vulnerable audience
such as children, then many would consider it to be socially irresponsible.
CSR
Corporate social responsibility marketing is the practice of combining a
company's charitable activities with its marketing campaigns. Instead of just
writing a check to a selected charity, the company would tie the amount of the
donation directly to sales, and would make the fundraising campaign the focus of
its advertising. Corporate social responsibility can benefit the company in more
than one way. It can improve the public perception of the company, increase sales
and improve employee morale.

12. AVOIDING PUBLIC CYNICISM
While donating money to charity is a positive activity for its own sake, corporate
social responsibility marketing can backfire on a company if it is perceived as
cynical by the public. For instance, if overuse of your product is associated with
higher cancer rates and you run an ad campaign for cancer awareness, then some
people might see the campaign as deceptive and unethical. The same thing can
happen if your ad campaign raises money for environmental causes by selling a
product with high carbon emissions or excessive packaging. Before you make
social responsibility the theme of your advertising, you should first make sure
there is no contradiction between your message and your business practices.

14. MAHINDRA #SEEDTHERISE
Mahindra & Mahindra initiated a massive digitally-driven crowd-funding campaign to help improve
the lives of farmers, in partnership with digital agency flying cursor interactive. Named #seedtherise,
the initiative got donations pouring in through digital amounting to INR 1 crore; this was matched by
Mahindra with another INR 1 crore to add up to INR 2 crore for farmers.
NIVEA INDIA ‘MOM’S TOUCH’
Skin care brand, nivea India touched hearts with its recent social initiative #momstouch that brought
forth stories of extraordinary mothers. Nivea partnered with aseema charitable trust, an organization
dedicated to provide quality education to children from marginalized communities.
The social media driven campaign portrayed the story of some extraordinary mothers who want the
best future for their child, despite having faced adversities all throughout their own lives. Viewers
could join in the noble cause either by sharing the video on their social networks or by direct donations
to the charitable trust. Each time one shared the film, nivea contributed 100 grams of rice.

15. LENOVO-YUWA #PITCHTOHER
Yuwa, a not for profit organization that teaches girls to play football to make their lives better,
partnered with Lenovo for #pitchtoher – a social campaign that invited the brightest minds to
pitch smart ideas that can impact the life of these girls through technology. The idea that
convinced them won a month-long sponsored internship. The agency behind the campaign,
experience commerce introduced the girls to the wonders of technology – they placed their
village hutup on Wikipedia and google street view; they played songs, learnt to use makey-
makey kits and created music with them; they also experimented with lighting up solar jars,
gopro cams and light painting.
JOHNSON TILES ‘RED RAMP PROJECT’
Johnson tiles launched the ‘red ramp project’ wherein a ramp was built on kiri beach in goa.
Disabled people could now visit the beach via the tiled ramp and feel the waters lapping at their
feet. A campaign video was created with three protagonists who had varying physical
challenges. The film showed how this ramp helped them fulfil a long awaited dream – to visit
the beach.

16. TURTLE #SAVELITTLESHELLY
Men’s lifestyle brand, turtle launched a cool awareness campaign around world turtle day that
was driven by social media – #savelittleshelly. The idea was to raise awareness on conserving
the endangered species as well as highlight the brand’s role with the environmental cause. An
animated baby turtle called shelly was created for a four-part series on YouTube. Viewers were
taken through the journey of little shelly right from the time she hatches till she reaches out to
the sea, after having braved a number of natural predators on the way. The story moved
forward with user likes and shares, that also translated into donations.

17. SOME NOTABLE CASES OF CORPORATE IRRESPONSIBILITY
 Nike factories in Asia were criticised for employing young children in
extremely poor working conditions.
 Explosion at union Carbide Ltd-Bhopal, India in December 1984, caused
thousands of deaths and rendered many people disabled due to leakage of MIC
gas.
 Fraudulent accounting manipulations lead to collapse of Houston based Enron
corporation.
 James Hardie was criticised for its failure to provide compensation to people
affected by asbestos-related diseases.

18. RESPONSIBLE BUSINESS CORPORATIONS –
 ALCOA – The Aluminium company was rated
one of the most ethical companies by Ethisphere
Magazine in 2007. Corporate knights and
Innovest rated ALCOA as global 100 most
sustainable corporations in the world.
 GENERAL ELECTRIC CORPORATION –
Ecomagination strategy for developing a variety of
green investment initiatives and eco-friendly
products such as solar panels, water purification
systems and energy saving light bulbs.

19. COCA-COLA – A leading manufacturer of beverages,
emphasizes global water stewardship, sustainable packaging,
climate protection, energy management and eco-innovation
in packaging.
LEGO – Lego has been declared this year’s most ethical
company. Lego "has embraced corporate social responsibility
from top to bottom," says RI chief research officer
Stephen Hahn-Griffiths.

20. CONCLUSION –
1) CSR is the heart and soul of modern corporations and is an important
standard for corporate governance.
2) CSR is an indispensable mechanism for both increased corporate
accountability, profitability and environmental sustainability.
3) CSR is the pole star for modern corporations in order to maintain the
integrity of moral fabrics both inside and outside the corporation
while concluding socially responsible business.