2009-11-21 07:21:40 - Pakistani media makes history by becoming the first broadcaster in Asia to win the Excellence Award at the 7th annual Asian Forum on CSR 2009

Manila, Philippines 20 November – The Asian Forum on Corporate Social Responsibility (AFCSR) announced the winners of the AFCSR Award 2009 at a grand gala award ceremony held in Manila, Philippines. Pakistan marked a new page in the history of Corporate Social Responsibility by receiving the excellence award in CSR. The award was received by SAMAA TV for its Concern for Health initiatives.

Among SAMAA TV’s various CSR initiatives, the Polio Control Cell was considered by the judges as the most innovative health communication CSR model for 2009. The Polio Control Cell was established in joint partnership with UNICEF Pakistan and Ministry of Health, Government of Pakistan. The initiative was launched with the aim of creating awareness on the polio virus

among communities as well as drastically improve the outreach and access of the polio field teams during the national polio campaigns in Pakistan.

Each year, more than 250.000 children were missed being vaccinated due to lack of awareness and accessibility. The Polio Control initiative vaccinates more than 35 million children under the age of five in every campaign. The Polio Control Cell has since its inception in October 2008 received more than 24,000 calls nationwide from parents whose children were not being vaccinated. Through coordinated efforts between the SAMAA national Polio Control Cell, the health EDOs and the 75.000 field team members across Pakistan, the complaints were addressed and the children who otherwise would have not been vaccinated were successfully immunized and protected against the polio virus.

The SAMAA delegation attending the forum included Amir Jahangir, Chief Executive Officer, Jonathan Mark, Director Sales and Hina Akhtar, Sr. Manager Public Relations. The SAMAA delegation was also nominated as moderators for some of the leading sessions of the event.

Amir Jahangir while moderating the session on innovations in CSR in developed and developing countries shared the dire need to review the CSR strategy of companies in light of innovation and communication. He said that “We all want to make a difference in this world and that is why we are here today to find the right solution. If we want to meet the current economic and social challenges, we need to innovative and recreate. We need to bring in initiatives which will help solve the matters in a diverse way than before – only then can we see a difference.”

While concluding his session, Jahangir said that “In today’s world where both globalization and financial crisis is making competition tough, we should focus on creating business viability as well as creating values of responsibility. Being a business organization that works for profit, we know that doing good business is important for the survival of the organization. However, today every good business also evaluates its profit in terms of the added values invested into social development. Our business strategy should also include our implicit social contract with society, and if each player would live up to this agreement of values, we are sure we can see improvement in business profits and especially a prosperous future ahead for the next generation.”

This year the Forum charged ahead with an ambitious platform, carrying out intense sessions focusing on the need of empowering businesses to implement CSR concepts and integrate them into the ways of doing business. This year the theme of the event was on sustaining CSR in difficult times, how business can benefit and why it still makes business sense.

One of the most interactive sessions at the event was the AFCSR “Meeting of Minds” where the participants had the opportunity to meet people working on similar projects and discuss new ways of designing programmes aimed at increasing objectives and impact. The most popular session was on “how to develop innovative programmes to maximize outreach and impact”. The special session was facilitated by Hina Akhtar, Sr. Manager Public Relations of SAMAA TV, who emphasized on the need to do things differently now. “We all believe in the core values of responsible business, as it is the passion which lies behind our motivation to do better in every new programme that we develop. Although times are changing, the needs of the vulnerable communities remain the same – if not more diverse. It is time that we deliver innovative solutions as innovation is the catalyst for change.”

The SAMAA team expressed great pride in receiving the award. “Receiving this award at such an eminent platform would make any organization proud, but knowing that we are the first media channel in Asia to be recognized for its social contribution makes me and my team more determined to keep being innovative and committed in this cause. We want the world to mark and remember Pakistan for its constructive and responsible role in global development” said Amir Jahangir.

Asian CSR Awards is recognized as the leading awards program on Corporate Social Responsibility in Asia and is an inherent component of the annual, regional Asian Forum on Corporate Social Responsibility (AFCSR) conference and Expo.

This year, the Asian CSR award celebrated its seventh year with over 400 delegates from 20 countries who attended.

This award program attracted 211 entries representing 132 companies from 14 countries. The Asian CSR Awards recognizes and honors Asian companies for outstanding, innovative and world-class products, services, projects and programs in five categories - Best Workplace Practices; Concern for Health; Environmental Excellence; Poverty Alleviation; and Support and Improvement of Education. The selection of the projects are based on its demonstration of the company's leadership, sincerity and on-going commitment in incorporating ethical values, compliance with legal requirements, respect for individuals, involvement in communities and protection of the environment into the way they do business.

SAMAA TV is one of Pakistan’s leading private satellite television channels, which takes pride in its fair, factual and independent news coverage through its on-the-hour bulletins, breaking stories, incisive political analysis and current affairs programs. The channel is the first media channel is Pakistan to have established a well-integrated Corporate Social Responsibility (CSR) Program as part of it business activities. SAMAA TV’s CSR program carries various initiatives within health, education, environment and outreach programs focusing on improving the socio-economic situation of Pakistan.

The channel has also made a niche for itself through its programs on women and youth issues besides infotainment and sports. SAMAA TV, launched in December 2007 has network of district correspondents and five (5) bureaus across Pakistan along with international stringers in the Middle East, Europe and North America.