Goddie Ofose
Daily Independent (Lagos)
21 August 2011
For the Managing Director of Etisalat Nigeria, Mr. Steven Evans the
corporate social responsibility (CSR) initiative for his company is an
act for a long term and should not be attached to or associated with
organisation's profit margin. Though the company is yet to breakeven
according to him but it has invested extensively in the area of
business even the most profitable enterprise in the country dread to
tread.
Mr. Evans made this point at Pan-African University (PAU), Lekki
penultimate week in his presentation to a group of MBA students titled
"A Holistic & Sustainable CSR Strategy Etisalat Nigeria CSR."
According to Evans, the concern for business ethics and social
dimension of business has been in existence, since the 19th century
and has its roots in the industrial revolution. A proliferation of
terminologies, theories and approaches have been used interchangeably
and long before the term CSR terms such as philanthropy had gained
credence.
He however said indigenous companies in Nigeria attribute the meaning
of CSR to charity. And he said for them at Etisalat, CSR represents a
complete and wholesome relationship between us and its stakeholders.
"Our responsibility to create value through sustainable products and
services; ensure best ethical standards in dealing with our
stakeholders, minimise our environmental impact as well as; contribute
to the well-being of the over-all society whilst ensuring that the
ability to meet the needs and aspirations of our stakeholders is not
compromised."
He said Etisalat unlike other corporate bodies which provide ad-hoc
support in implementing this scheme provides total support. "We
provide total support. This means that among others, we provide
infrastructure; career counseling for students; teacher training;
learning and teaching aids and so on."
He went ahead to said that "We have adopted the schools for 'life'
which means that as long as Etisalat exists, we will continue to
support these schools. We have adopted a phased approach to supporting
these schools and ensure we support a defined number at a time. That
way are resources are not spread thin."
While contributing to sustainability due to the phased strategy the
managing director stated that because the company employs the holistic
support, it has been getting the desired results now and in the long-
term too.
For the brand, its CSR strategy is a two-pronged-bottoms-up and tops-
down approaches that empowers various socio-economic levels. The Top
Down, which includes Etisalat CSR Centre, is a knowledge creation
relevant research in various areas of CSR including corporate
governance, work-family balance and business ethics.
According to Evans research articles include 'CSR in Nigeria by Chris
Ogbechie and Ken Amaeshi provides insights on the meaning of CSR in
Nigeria, CSR trends; issues, legislations and polices.
The centre which serves as a knowledge dissemination also run open and
in-company seminars and workshops on corporate responsibility.
Meanwhile the Bottom Up approach involves Adopt-A-School initiative
and Fight Malaria Initiative. The Adopt-a-School initiative is a
Public Private Partnership between Lagos State Government and business
organizations in the state, Evans said.
The program is aimed at encouraging corporate bodies to support public
schools in whatever area they choose. Etisalat has adopted three
schools for 'life'. They are Edward Blyden Primary School; Akande
Dahunsi Memorial Secondary School; and Rabiatu Thompson Primary School
all in Lagos. Under this initiative, the brand has refurbished the
facilities extensively and work is ongoing in one of them. "We have
demolished and re-built classroom blocks, constructed state-of-the-art
conveniences for students and staff, built water treatment systems and
boreholes, and added new teaching equipment and about 2411 students
have been empowered by the initiative. Of this number, about 399
students have gained admission due to Etisalat intervention," Etisalat
reemphasized.
However, the Fight Malaria initiative is one of its CSR initiatives
under the health platform designed to engage stakeholders including
government in promoting awareness, advocacy and education regarding
the malaria scourge; to help in developing and nurturing a culture
that promotes the employment of preventive measures as well as the
importance of prompt and effective treatment and to build leadership
skills of students as well as enlighten the masses towards malaria
eradication with a view to empowering them to take responsibility in
their communities
Evans informed that the company's CSR strategy of bottom-up and top-
down approaches are designed to empower the various socio-economic
groups employing phased philanthropic, stakeholder and strategic
approaches while focusing on sustainability and maximum impact.
To constantly enhance the elements of sustainability and impact, the
Etisalat CEO said "we have developed innovative initiatives. When the
right approaches and initiatives are employed, sustainability can be
achieved; then CSR becomes more than just a cost, a burden or a
charitable deed."
He disclosed that Etisalat has spent over N11.3 billion on advertising
in the last three years. According to him, Etisalat spends over $25
million dollars yearly on above the line adverting which include TV,
Newspapers and billboards.
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