CSR: The life-changing role of Airtel

The rising demand for Corporate Social Responsibility (CSR) leads to the application of tools of brand management resources.

Most organizations have adapted brand management practices that encourage a consideration for positive impact on the bottom line of their business; and also affect the equity of their brand in the right direction.

Though this understanding of CSR does not go down with some analysts, however, others are of the view that everyone is in business to make profit.

Understanding this fact, Airtel Nigeria has announced its plan to berth the season 4 edition of its popular Touching Lives Initiative, an inspiring corporate social responsibility programme that offers relief, hope, opportunities and credible platforms to liberate and empower the underprivileged, disadvantaged and hard to reach persons in the society.

Checks by The Daily Times revealed that to achieve an effective social corporate responsibility system, a business must incorporate CSR strategies and objectives in its overall strategic development goals.

There are several factors that influence a company’s adoption of the corporate social responsibility strategies. The factors may include the stakeholder’s pressure, the financial performance and the corporate image.

Therefore, implementing effective CSR practices with the strategic systems must concur with the business strategies and the company’s culture.

The management and technical skills of employees are required to implement corporate social responsibility management systems that are effective.

For example, the former governor of Lagos state, who is now the Minister of Power, Works and Housing, Mr. Babatunde Raji Fashola at a time said; “Corporate social responsibility means different things to different organizations.

For the purpose of this gathering, may I state that true corporate social responsibility entails an organization considering the interests of society by taking responsibility for the impact of its activities on customers, suppliers, employees, shareholders, communities and other stakeholders, as well as the environment.

“This obligation is seen to extend beyond the statutory obligation to comply with legislation and sees organizations voluntarily taking further steps to improve the quality of life for the local community and society at large.

Corporate responsibility is a genuine attempt by a company to build meaningful relationships and goodwill between the corporate sector and the rest of society.

“Corporate responsibility is achieved when businesses adapts all of its practices to ensure that it operates in ways that meet, or exceed, the ethical, legal, commercial and public expectations that society has of business.”

According to him, “the practice of CSR has been subjected to much debate in recent past.

There is a strong business case for CSR, in that corporations benefit in multiple ways by operating with a perspective broader and larger than their own immediate, short-term profits.

To be considered effective, corporate responsibility must be an integrated part of day-to-day business, engaging all stakeholders and including strategies to support individual managers to make socially responsible decisions, conform to ethical behaviour and obey the law.”

“In shaping the future of our country, we all need to explore the domain of corporate social responsibility. We all have a huge task, whether as large corporations, government, communities, individuals, young and old. We all have a stake in shaping our communities,” he added.

Speaking in a press briefing recently Lagos, Airtel’s Managing Director and Chief Executive Officer, Airtel Nigeria, Mr. Segun Ogunsanya said Airtel is proud of what has been done for the past four years through the Airtel Touching Lives initiative.

In his words, ‘there is no excuse for not doing good, not even to blame the economy for not doing good. For the past three seasons, Airtel has touched many lives, community, NGOs and have made many impacts.’’

While commenting on the reason for the initiative, Ogunsanya said the idea centered on touching individuals lives which make it different from other corporate social responsibility projects.

He maintained that though the economy situation poses a threat to business in the country but it won’t limit Airtel from touching more lives.

In the past three seasons, Airtel touching lives initiative has brought positive change in the lives of thousands of Nigerians by providing potable water for several starved communities,

built maternal and health centres for remote communities, built and renovated schools to provide quality education to the less privileged.

Also, the telco’s company has brought succor to thousands who are downtrodden, hard to reach, abandoned, neglected and condemned by family and society.

Continuing, he called on other companies in the country to adopt Airtel’s vision of creating empowerment opportunities and making life better for Nigerians. We are looking for impact; we want to touch many lives. He said

“We can’t do it alone, but I believe with the triangle of government, NGOs, and companies we can create the kind of impact to lift people out of poverty. There is nothing more fulfilling than giving to someone who can never give you anything in return. He added.

Also speaking, Director of Corporate Communications and CSR, Airtel Nigeria, Mr. Emeka Oparah said Airtel through the initiative is teaching Nigerians the importance of giving back to the society in which Airtel has set the pace.

The initiative is opened to Nigerians who deserve special attention. To get nominated for the initiative, people are required to simply write in less than one thousand words;

why they think the person, organization or community needs Airtel’s touching lives support, providing their names, phone number and address and drop off in any Airtel shops or distributors closest to you.

Godwin Anyebe