Taking CSR to the next level

MANILA, Philippines - Three years since Fuji Xerox Philippines completed its Gawad Kalinga Village in Taguig City in December 2007, the company continues in its pursuit to take corporate social responsibility to the next level through more sustainable and community development programs.

“We are doing business in the Philippines, a country that faces a tremendous challenge of eradicating poverty,” said Iwao Abe, Fuji Xerox Philippines president.   “For Fuji Xerox Philippines ‘ sustainable growth, it is essential that we nurture employees who are sensitive to local needs and able to translate those needs into action,” he added.

Fuji Xerox Gawad Kalinga (GK) Village, completed in December 2007, is located in a Taguig slum area. Comprising 30 houses and a two-story multipurpose hall – the structures house 34 families with a total of   120 residents. The first floor of the Fuji Xerox Gawad Kalinga Village multipurpose hall serves as a daycare center, while the second floor is utilized as a computer training facility. One parent, Medy Austria, notes that she can now leave her children at the daycare center in the morning and work on her needlecraft. Above all, Medy is happy that her children can now attend school. The multipurpose hall is also open to local residents and other nearby GK Villages. Local volunteers regularly visit the facility to teach children how to use the computers.

Although Fuji Xerox GK Village residents’ quality of life may have improved, many of their current jobs are day jobs on construction sites and other forms of labor.

“To help citizens in these districts find stable employment, Fuji Xerox Philippines is open to the possibility of using the multipurpose hall to start a training program for adult education and the development of other occupational skills,” Abe explained. “We want to think about community development together and be members of a strong team that transcends all barriers. If we can continue to be part of a proud team, I believe Fuji Xerox Philippines will become a company solidly grounded in the Philippine society. As its president, I am determined to assume a leadership role in these activities,” Abe said.

Fuji Xerox Philippines meets GK    

In 2006, former Fuji Xerox Philippines president, Romerico Serrano, found himself troubled by the downturn in the company’s business performance and declining employee morale. During a search for community programs that would foster a stronger sense of unity within the company through employee participation, he came across the Gawad Kalinga Project and immediately decided to get involved.

In August 2006, the Fuji Xerox Philippines Foundation made a 2.6 million yen or P1.325 million contribution to Gawad Kalinga. The groundbreaking ceremony for the GK Village Project took place in October, with Taguig Mayor Sigfrido Tinga in attendance.

“Build Days” were held more than 30 times on Saturdays with Serrano and nearly 20 percent of Fuji Xerox Philippines’ employees participating as volunteers. The project was completed in December 2007 and handed over to local residents.

The company set up a Project Committee in September 2006. The committee’s duties ranged from internal communications to recruiting volunteers, guiding employees to the worksite, arranging lunches and beverages and allocating work duties for more than 30 volunteers on each Build Day.

“At times, we had so many volunteers that we had to send some off to work at other village construction projects,” chuckles Waldo Rodriguez, a Fuji Xerox GK Village voluntary caretaker, who supports local residents on a daily basis.

“Fuji Xerox Philippines went beyond conventional support.” Gawad Kalinga founder Tony Meloto said in appreciation. “It stands out in terms of the sheer number of volunteers, and the fact that it placed importance on education and built the multipurpose hall.”

Changed awareness created a sense of unity

Each Monday after the build day, the Fuji Xerox Philippines Project Committee put up posters throughout Fuji Xerox Philippines ‘ workplace to keep employees up-to-date on the progress of the project construction work.

Photos of the president and executive officers all smudged with wet cement and paint particularly pleased employees. In the process of working toward a common goal through teamwork, the company’s employees regained their sense of pride and solidarity.

Employees who initially had no interest in the project also became involved.

They became increasingly aware of how fortunate they are to have a stable job and life. Some employees were inspired by the slum residents becoming more independent as the construction work proceeded, and felt a need to become more independent in their own lives. Furthermore, many employees took their children to the build days as an educational opportunity to see the wider society they live in.

In terms of Fuji Xerox Philippines business, multinational companies and giant Philippines based firms accounts for nearly 25 percent of Fuji Xerox Philippines ‘ total sales revenue. The remaining 75 percent is generated through businesses with small- and medium-size local companies. Fuji Xerox Philippines executives who have participated in the build days, frequently mentioned that if more people in the slum areas participate in economic activities, they will eventually set up their own businesses and pay taxes. Then the economy will thrive at the national and local levels and companies like Fuji Xerox Philippines will enjoy stronger growth.

Through Fuji Xerox Philippines ‘ participation in this project, it will develop a long-term perspective on its contributions to society.

Closer community ties

GK children who benefitted from Fuji Xerox’s project.

Gawad Kalinga actively encourages naming villages after companies that provide funding and volunteers for the village construction, which helps to foster corporate brand recognition.

“I recommend that companies contemplate participating in Gawad Kalinga visit the Fuji Xerox Village as an outstanding model,” says Meloto. “When residents see visitors, they will understand that their Village is a model, and their appreciation toward Fuji Xerox Philippines will increase. This will help deepen Fuji Xerox Philippines ‘ ties to the village community and enhance mutual trust. Both slum residents and participating companies must merit from the GK project. Otherwise, it will not be sustainable.”

“After working together with Fuji Xerox Philippines at the GK Project, our mutual trust strengthened considerably, and Fuji Xerox Philippines has become our indispensable partner,” explains Joel G. Santos, vice-president of a local firm, who voluntarily supervises 16 Gawad Kalinga Villages in three cities including Taguig.