TABLE OF CONTENT1.0 Corporate Responsibility??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦.32.0 SONY- ORGANIZATION FOR PROMOTING CSR??¦??¦??¦33.0 DREAM GOAL 2010 PROJECT IN SOUTH AFRICA??¦??¦.
63.1 Public Viewing in Africa??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦..63.2 Activities during this program??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦..
73.3 2009 trial at Ghana??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦83.4 Achievement from this program??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦94.0 CONCLUSION??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦??¦.
.101.0 CORPORATE RESPONSIBILITYCorporate social responsibility is represented by the contributions undertaken by companies to society through its core business activities, its social investment and philanthropy programs and its engagement in public policy. In recent years CSR has become a fundamental business practice and has gained much attention chief executives, chairmen, boards of directors and executive management teams of larger international companies.They understand that a strong CSR programs is an essential element in achieving good business practices and effective leadership. Companies have determined that their impact on the economic, social and environmental landscape directly affects their relationships with stakeholders, in particular investors, employees, customers, business partners, governments and communities.2.
0 SONY- ORGANIZATION FOR PROMOTING CSRSony has established an office for CSR that is responsible for formulating policies concerning Sonys social responsibilities, implementing these policies throughout the Group and communicating with third parties through, among others, the sharing of information. The CSR office also handles CSR-related disclosure, promotes dialogue with stakeholders, ensures feedback reaches management and any pertinent Sony department (e.g., legal, compliance, environment, product quality, procurement, human resources, marketing) as well as interdepartmental meetings, and is incorporated into managements actions. The relevant departments promote CSR activities throughout the Group by ensuring policies and initiatives thus incorporated are conveyed to Group companies.Held after hours and completely voluntary, the CSR Forum provides Sony employees in Japan with the opportunity to increase their knowledge of CSR.
Organized five or six times a year, this event features lectures by invited experts, film showings and other activities, and addresses a variety of themes, including the environment, human rights, poverty, international understanding, employment opportunities for the disabled, work??“life balance and diversity. The CSR Forum is held at Sonys headquarters in Tokyo. Employees of Group companies are able to view the proceedings via streamed video or on DVD. As of the end of fiscal year 2009, the CSR Forum has been held 18 times, with cumulative participation exceeding 14,000 individuals.
Donation boxes for charities related to the featured topics are set up on-site, thus enabling participants to immediately transform ideas into action.Sony believes that employee participation is crucial to ensuring its social contribution activities are truly meaningful. Accordingly, Sony encourages employees to be aware of social issues, strive constantly to deepen their understanding and then to participate in fundraising initiatives, community projects and/or other activities. Employees with a particular expertise or specialization are encouraged, for example, to lead workshops for local students and children, underscoring Sonys desire to promote multi-level engagement.
??? Volunteer Systems for Employees??? Leave for volunteer purposes??? SOMEONE NEEDS YOU (employee volunteer program)??? Fund-raising initiatives??? Matching gift programs??? Fund-raising initiatives??? Emergency humanitarian assistance??? Dream Goal 2010 (CSR project coinciding with the FIFA World Cup South Africa 2010)??? School satchels for developing countries??? South Africa Mobile Library ProjectIn fiscal year 2009, the Sony Group spent approximately 3.6 billion yen on social contribution activities. Sonys activities focused on education, particularly science education, as well as the arts, music and culture. These activities were done by making good use of Sonys technology, products and other resources in which Sony operates. Expenditures for social contribution activities include: (a) monetary donations; (b) sponsorships; (c) program expenses (facility operation expenses, etc.); and (d) the market value of donated products.
Sony is a member of numerous worldwide CSR organizations, including the World Business Council for Sustainable Development (WBCSD), Business For Social Responsibility (BSR), CSR Europe and the Council for Better Corporate Citizenship (CBCC). The WBCSD has established a project called the “Eco-Patent Commons,” which is a collection of sleeping patents pledged by corporations to provide assistance with environment preservation. In January 2008, Sony joined forces with International Business Machines Corporation (IBM) of the United States, Nokia Corporation of Finland and Pitney Bowes Inc. of the United States to launch a database of environment-friendly patents on a website hosted by the WBCSD.For Sony, engaging and working together with various stakeholders is vital for pursuing CSR activities. Sony not only promotes engagement with stakeholders in implementing its CSR activities but also encourages the participation of multiple stakeholder groups in the planning of those activities, thereby contributing to the creation of a global framework.For our group project we are going to discuss about Sony??™s CSR an activity which is called Dream Goal 2010.3.
0 DREAM GOAL 2010 PROJECT IN SOUTH AFRICA3.1 Public Viewing in AfricaA ball is all you need to enjoy a game of football, and the sport is hugely popular in Africa. But on a continent where the rate of TV ownership stands at around 20 percent in many countries, plenty of people cannot watch matches on television, never mind getting to the stadiums. Thats why Sony organized “Public Viewing in Africa” during the June/July tournament in partnership with United Nations Development Program (UNDP) and Japan International Cooperation Agency (JICA). The project is designed to make sure Africans extract the maximum enjoyment from the first FIFA World Cup to be held on their continent. The project conducted in Cameroon and Ghana.
Both countries have made it into the FIFA World Cup?„? finals, but low penetration of TVs mean that in most regions its a challenge for Cameroonians and Ghanaians to support their own national team. Sony employees have teamed up with UNDP, JICA and local NGOs and Sony??™s caravan of vehicles can move around the country, setting up big screens in public places like village squares and schools. The live broadcasts were primarily for matches involving African teams.This project was the brainchild of football-loving Sony employees. They hit on the idea of public viewing while exploring ways Sony could make a contribution to Africa through football. Their commitment to help African children experience the thrill of the game goes beyond the parameters of everyday business. Its their passion which is driving this project forward.
A range of equipment was used for the broadcasts including a giant 200-inch screen, a video projector, 16 speakers and the latest Blu-ray Disc Player. Their experience in the trial run in 2009 was particularly valuable in helping them develop special, customized ???Africa-edition??? systems able to withstand the toughest conditions. After the project comes to an end, Sony donated this equipment to be used for future activities and events in Africa. Thrilling games projected onto the big screen with ultra-real sound. Kids finally got to see their heroes in action on the pitch.
“Public Viewing in Africa” has gotten a lot of attention because the project involves cooperation between the public and the private sector. Sony has formed tie-ups with UNDP in Cameroon, and with JICA in Ghana so that advocacy against HIV/AIDS such as education, counseling and testing can be offered before the matches and at halftime.The spread of HIV/AIDS, in particular among the young, is a major social problem in Africa.
67% of people living with HIV/AIDS reside in sub-Saharan Africa. Since lack of knowledge and information about the disease is considered to be one of the causes of this, UNDP and JICA were responding actively through projects such as educational programs on HIV/AIDS prevention and HIV testing for children and young people. Linking education and testing with football-a sport so popular with youngsters-can lead to a significant boost in HIV/AIDS awareness. A trial run co-sponsored with JICA in Ghana 2 years ago delivered impressive results: 7,200 people took part in the event (five times the normal JICA figure in rural areas) with 1,100 of them getting tested for HIV test (3 times the normal figure).
Clearly this approach can increase the reach of HIV/AIDS education.3.2 Activities during this programLive broadcasts of 2010 FIFA World Cup?„? games were held in Cameroon and Ghana during the tournament.
The total number of Public Viewing in Africa participants in both nations reached 24,000, while around 4,800 people took the HIV tests offered at the same time. Both figures far exceeded targets. In Cameroon Sony teamed up with the UNDP (United Nations Development Program) and visited four areas, including upcountry areas, where we screened eight matches in total. In Ghana Sony worked with JICA (Japan International Cooperation Agency). There they toured 15 areas, including some remote areas without electricity, to provide the local people with 18 match broadcasts. After the tournament, most of the equipment used for the Public Viewing was donated to the two countries. Sony also provided training for the local staff so they can make optimum use of it in the future.Early of 2010, primary school kids in Nakatsue, located in the southern part of Japan (site of the Cameroon camp in the 2002 FIFA World Cup?„?), made three banners to express their support for the Cameroon National Team.
The Japanese children decorated half of each banner with cloth cutouts; these half-finished banners were then taken to the Public Viewing in Africa venues where local children who came to watch the matches completed them. The three banners co-created by the children from the two countries have now been divided up, with Cameroon, Nakatsue Primary School, and Sony receiving one each. On 3 September, 2010, a ceremony was held at Nakatsue Primary School in Hita City for the returning of one of the banners. The banner was given back to the children in the presence of the Ambassador of Cameroon, H.E. Dr. Pierre Ndzengue, and Mr.
Yasumu Sakamoto, former Mayor of Nakatsue.3.3 2009 trial at GhanaThe trial run of public viewings were held in Ghana between June 24 and July 3 2009 to coincide with the FIFA Confederations Cup. The trials went under the rubric ???JICA and Sony For the Next Generation in Ghana 2009???.Matches from the FIFA Confederations Cup in South Africa were broadcast in outdoor settings. Sony visited seven locations over a 10-day period with total participation of almost 9,000 people. There were awareness campaigns targeted at children and young people, with broadcasts of educational videos on HIV/AIDS prevention and skits and quizzes performed by local NGOs before and after the matches, and at halftime.There was plenty of drama out on the road, with violent storms breaking out during the matches and power outages immediately before.
But despite such challenges, the sight of the local people gazing spellbound at the screen and of the children thrilled to see their heroes in action confirmed the project??™s value.???When I saw the kids enthralled by the game I realized just how irresistibly exciting football is. We take video images for granted here in Japan, but this experience reminded us of their power. It??™s been a big learn for me and other Sony employees. We??™ve been taught a valuable lesson,???commented Yoshiihiro Nakanishi from Sony Creative Center, who was involved with the project from the very start.3.4 Achievement from this program.This project really got Sony staff to work together.
The starting point was their passion to communicate dreams and hope for the future to African kids via football. As the real thing in June came closer and closer, Sony staffs-who were often working in areas outside their normal field of expertise-got ready for the big event by working together, discuss things, sharing their specialized knowledge and technological know-how. They say football is a sport that brings people together which is certainly true.
Even within Sony, it brought the employees closer to one another.As a company, Sony is all about communicating the pleasure of entertainment through images. The Public Viewing project fully leveraged their design know-how and their hardware: assets of which Sony is justifiably proud. This is a social contribution thats quintessentially Sony in nature. 4.0 CONCLUSIONSony believes that employee participation is crucial to ensuring its social contribution activities are truly meaningful. Accordingly, Sony encourages employees to be aware of social issues, strive constantly to deepen their understanding and then to participate in fundraising initiatives, community projects and/or other activities. Corporate social responsibility has certainly become common in todays business lexicon.
In an environment characterized by dynamism, a companys ability to recognize, react and adapt to global catalysts of change is critical. The exponential growth in information and communications technology, the continual change to global markets, shifting demographics and the homogenization of personal values have all contributed to significant enhancement in the recognition of the value of CSR. Where once viewed as peripheral to management concerns, CSR today is regarded as an integral part of the business with real issues that need to be recognized and addressed because they would be harder for business to deal with if they go wrong. 5.0 BIBLIOGRAPHYhttp://www.waynevisser.com/chapter_wvisser_csr_dev_countries.pdfhttp://www.sony.net/http://www.mallenbaker.net/