CORPORATE social responsibility (CSR) is a relatively novel concept, which has recently gained great momentum in the Middle East. CSR advocates see it as an avenue to better the living standards in societies where businesses operate.It is evident that corporate citizenship is turning into a realm of energetic initiatives, in which societies emerge as the prime bene?ciary. Thebusinesses running in Qatar are no exception. Some see CSR as a marketing tool to enhance the company pro?le while others go beyond andgenuinely contribute to the needy. Some view CSR not as a means but as a tool to contribute to the disadvantaged around the world. Qatar Today met with senior of?cials from a set of Qatar-based corporations, which have various business focuses, yet share laudable practices as corporate citizens.ROTA’s head of volunteer programme, David Burton; HSBC’s Deputy CEO and Chairperson of the Corporate Responsibility Committee, Robert Degama; Four Seasons’ Director of Public Relations, Hala Beisha; and Salam International’s Corporate Marketing and Communications Manager, Nadine Fattaleh have their say.
DAVID BURTON, ROTA's Head of Volunteer Programme
Different Approach, One Goal
HSBC announced a wide range of local and international committed contributions in the environmental and educational ?elds, with focus on people with disabilities. Reach Out To Asia (ROTA), an initiative launched in Doha, 2005, to develop international synergies in charitable ?elds, has pioneered a setof initiatives in Qatar and abroad. Al Salam International, a local company with operations in diverse sectors, has its ‘responsible’ endeavours in Qatar, of which ‘Intilaqah Qatar’ is one.
"ROTA believes the sense of social responsibility, generally encourages organisations to consider the interests of the societies where they operate. It’s all about taking responsibility for the impact of an organisation’s activities on customers, employees, shareholders, communities and the environment," says David Burton, head of volunteer programme, ROTA. On the other hand, HSBC considers Corporate Responsibility (CR) as the way to manage a business responsibly and sensitively for long-term success. "Our goal never has been pro?t at any cost, because we know that tomorrow’s success depends on the trust we build today," notes Robert Degama, Deputy CEO and Chairperson of the Corporate Responsibility Committee, HSBC. Salam International’s Nadine Fattaleh goes further. She says that corporate citizenship is beyond just slogans. "In Salam International, we take CSR seriously. We have established a CSR committee, with a duty to review various proposals, source sponsorship opportunities, and design unique initiatives," says Fattaleh. "We are always on the lookout for community projects, which genuinely meet the company’s mission and vision. We encourage new ideas and projects, which have any correlation with our CSR programme," she added.
What is the Ultimate Goal? Hala Beisha from the Four Seasons Hotel believes that CSR is for some, a tool to generate publicity; and hence it becomes all about (media) coverage. "I believe there needs to be an understanding at all levels that CSR is about building long term working relationships within the community, and trying to make a positive impact in whatever way possible." For her, to make things big, collaboration is the key. Saheb Noor is an example of Four Seasons’ collaboration with The One Home store in Doha. A Pakistani former mechanic in the Qatari army, Saheb had a car crash on his way to the desert with his friends. Saheb was paralysed and he, along with his wife and four children were left helpless in a tiny run-down house. "The One decided to give his house a make-over and give the family a luxurious hospitality experience. We hosted them in one of our most prestigious suites, while the One took care of the house. "The One’s carpenters built bunk beds for children, and cupboards to ?t the kitchen area. A new ?ooringwas laid, electric cabling rewired, new furniture assembled throughout and old bathroom replaced." "In our community involvement programme; we try to help out in meaningful ways, and give out what people really need; not what only makes us comfortable," noted Beisha.
Do it unique Whilst CSR is all about aligning businesses’ values and behaviour with the expectations of stakeholders, it is also a ?eld where countless innovations apply. "In ROTA, our overall mission is to provide access to quality primary and secondary education in Asia, with no discrimination. We believe education is the only sound foundation for a prosperous society," noted Burton. "And, with its empowerment oriented activities, ROTA hopes to target segments that would ultimately help themselves and their communities. In our two programmes, RO-TAsia and ROTAQ, we offer insight, ?nancial and technical assistance," he added. ROTA has three speci?c programme areas - Develop ROTAsia, Connect ROTAsia and Act RO-TAsia. Develop ROTAsia serves funding concerns for basic infrastructure, amenities, and teaching materials. Connect ROTAsia develops a regional knowledge network between schools and universities in Asia. Finally, Act ROTAsia provides emergency relief in natural and manmade disasters, with a primary focus on affording the educational infrastructure, and continued access to education at crisis times. "ROTAQ is building on the strengths and knowledge of the various communities in Qatar. It concentrates on building cultural bridges, through the organisation of community-focused awareness and fundraising events and activities.
"And, through the activities of its volunteer department, it engages all sectors of the community in volunteerism and community work, both inside and outside Qatar," said Burton.
Global strategy HSBC announced a far-reaching corporate responsibility (CR) strategy, which extends to the local, regional and international levels. It includes a set of environmental and educational programmes of which the HSBC Climate Partnership, launched in May 2007, is a major project. Degama said, "HSBC committed $100 million over 5 years to support environmental institutions like Earthwatch, WWF, Climate group and Smithsonian Tropical Research Institute in their activities to combat global warming. Future First is an educational programme, providing primary education for underprivileged children; and is one of the educational activities HSBC supports." At a local level, HSBC’s CR contributions is umpteen. "HSBC is becoming a very responsible society member. On World Environment Day, on June 5, 2007, HSBC distributed 4000 trees to customers and members of staff promoting ‘Tree Planting’ in the country."
As part of the Climate Partnership, a group of HSBC staff volunteers visited Kenya to research on one of the ecologically sensitive sites. "Sheldon Fernandes, a member of the learning and development team in Qatar, was one of the volunteers to Kenya. He will be returning with a strategic plan to apply his new knowledge locally. "More than 50 members of staff recently joined efforts with ROTA, and painted the Psychiatric Yard in Rumailah Hospital, ensuring that patients and staff experience a new environment," said Degama. ROTA has been true to its commitment towards Asia at crisis times. It has undertaken a number of key projects; including its response to Pakistan’s 2005 earthquake.
It rebuilt and equipped 18 schools in Pakistan’s Kashmir district, providing learning opportunities for 3,000 quake-affected children. "We organised our ?rst volunteertrip to Pakistan, taking 65 students from seven different schools in Qatar, to share their knowledge with children whose lives were changed by the earthquake," said Burton. And, during Israel’s latest war on Lebanon and Indonesia’s 2005 tsunami, ROTA was there to lessen the impact. "We equipped 40 schools in southern Lebanon, damaged during the 2006 war; and constructed and equipped a Learning Centre in Aceh Province, Indonesia, devastated by the 2005 tsunami." ROTAreconstructed a 960-student primary and secondary school near Jogjakarta, Indonesia, which was destroyed by the 2006 earthquake. And, is leading a team of 143 volunteer students and teachers from Qatar, to undertake community service at a school in Java, Indonesia. Together with some of the world’s leading universities with campuses at Qatar’s Education City, ROTA established a Knowledge Network, to provide ?rst class educational resources to developing communities within Asia. In Cambodia, it has begun a project to expand a primary and secondary school, and provide a vocational training centre in the Kandal province. Over 2,750 students will be provided access to primary and secondary education through this project. The vocational training will bene?t the under-skilled and under-employed young there. ROTA has also raised over $28 million through a variety of fund-raising events, including a concert featuring Bryan Adams; an annual sports awareness event, Wheels ‘n’ Heels, which involves the entire community; a spectacular, high pro?le, Celebrity Gala Dinner and Auction. It also implemented the Atfalouna (Our Children) campaign, encouraging schoolchildren in Qatar to raise funds for their counterparts in southern Lebanon."
A Genuine Philanthropist Salam International has grown over the last few decades from a local Qatari company into a highly diversi?ed group with region-wideactivities. A strategic decision was taken by the company to serve communities through several initiatives: community outreach, business, education and sports. The promotion of these ‘CSR Pillars’ within the country and region has become a priority to Salam. "Salam International’s initiatives and programmes are in line with its commitment to ‘Partnering the Community’. We are well known in the region as a major supporter of philanthropic, community, educational and business initiatives," said Nadine Fattaleh. "For example, we partnered in an educational endeavour called ‘Intilaqah Qatar’ with Qatar Shell, the Social Development Centre, College of the North Atlantic Qatar, Micro-soft and HSBC." ‘Intilaqah Qatar’ is a non-pro?tsocial investment program; which helps young Qataris explore business start-ups as a viable career choice, by assisting them to acquire the necessary skills to be successful entrepreneurs.
"Salam International also launched a one-year campaign with Hamad Medical Corporation’s Organ Donation Department, to help provide the much needed awareness on organ donation. "The campaign includes various road shows at public places in Qatar, donor agreements signed with federations, awareness seminars targeting different groups of individuals and an advertising campaign that will enhance the image of the Department." Recently Salam International signed an agreement with The Supreme Council for Family Affairs (SCFA), to provide ?nancial supportand equipment for their recently developed Women’s Centre in Al Khor. The company sponsored the ?rstQatari female rally driver Nada Zeidan for two years, based on an agreement with Qatar Motor and Motorcycle Federation (QMMF).
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