De La Salle University Dasmarias

College of Liberal Arts and Communication

Communication and Journalism Department

CSR EXPO 2015

Submitted to:

Sir Marco Polo

Submitted by:

MATE (Move, Advocate, and Transform Entities)

ASOR, Amec Juliam M.

CLEMENTE, Niel John G.

GUERZON, Izael G.

NIMENO, Nica Veron B.

Date of Submission:

July 13, 2015

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I. Executive Summary

The paper sought to discuss first, the overview of the selected companies and

their CSR programs/projects, wherein the companies were chosen based on the criteria

set by the professor. For the CSR programs/projects, these are events and activities

conducted and practiced by the respective corporations/organizations that are in line

with the values and goals of Corporate Social Responsibility or CSR, which is to Give

back and serve.

Furthermore, this paper also aims to provide the profile of the resource persons

of each chosen company that help the group to accomplished their task, wherein they

answered the following set of questions:

What is CSR for them?

Why did they choose to do this kind of CSR activity?
How did the campaign help the different publics of the company?
What challenges and difficulties did they face in implementing the CSR project?
How did they address it?
How they got involved with the company?
What is the role of PR in their organization and in the CSR project?

Lastly, the paper aims to share the group and individual insights about the

activity. In this part, theyll be sharing their over-all impression about the activity, the

project that they would like to propose and implement if ever. They will also discuss

their experiences, learning and even their comments and suggestions for the betterment

of the event.
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II. Story behind MATE

Initially, the members would like to highlight Public Relations for the name of the

group by thinking of something that starts with letter P and R. They thought of using

Prism, Protg and Prodigy. But as they brainstorm even more, they had realize why

not give importance to teamwork and collaboration, because in a company/organization,

youre not working alone, it is not only about yourself, it is about the people around you

and those you are serving, just like what they say about CSR, it is for the common

good or the general welfare of the people.

They thought something related to the terms together, association, group and

the likes. They come up with teammate, however it sounds too clich so they

shortened it into Mate which is according to Merriam Webster Dictionary it means

associate or companion. And with a touch of creativity, they give meaning to every

letter which turns Mate into MATE or Move, Advocate and Transform Entities.

Move, drove by the idea of action speaks louder than words the group would

like to encourage the people to take action and actively participate with programs.

Advocate, to further promote and support the programs/projects, the ideas and

principles of truth, transparency and excellence in service. Lastly, Transform Entities,

where entities refers to something that exists separately, the group aims to motivate and

set as an inspiration by touching the hearts of the people and to make a difference.
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III. Chosen Companies and their CSR Projects- Profile of Resource Person

Aboitiz Foundation

The Aboitiz Foundation is the corporate foundation of the Aboitiz Group.

Established in 1998, it continues to pursue its mission to help people help themselves,

implementing corporate social responsibility interventions especially in communities

where Aboitiz companies operate. The foundation focuses its efforts on education,

enterprise development, and environment but also carries out projects on health and

well-being, as well as disaster preparedness and response (www.aboitizfoundation.org)

Theyve been 26 years in service, so for them CSR is simply their way of giving

back to the people, the people that help them last that long and the people who are the

reason why are they here. And just like other corporations, they also faced challenges

particularly when it comes to finances, according to them that is their major problem

every year but despite of that, it doesnt stop them to pursue their goals and continue

what they started.

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As for their CSR projects, they have this so-called Triple E: Environment. As

part of their sustainability commitment, they continuously roll out environment initiatives

that are consistent with the groups planet bottom line. They have this program called

A-Park where they are planning to have 9 million planted trees by 2020. They also have

environmental facilities like the Cleanergy Park where it is surrounded by rare and

diverse ecosystem comprised of mangrove forests, coral reefs, fish sanctuary etc.

Cleanergy Center, an educational facility that uses AVP, interactive displays and tour to

raise environmental awareness and energy education. Another interesting activity is

their Green Fashion Revolution, a fashion competition that features environmentally-

friendly couture.

Education.The goal of its education program is to achieve universal public

education by continuing to establish and develop schools for special science and

technical vocational education that promise a better learning environment. They also

grant scholarships and financial assistance to students from all levels who excel in

academics but financially unstable. The last E is Enterprise Development. The goal of

this program is to improve community livelihood and employment opportunities.

The group interviewed Ms. Alexis Trixia Amnace. She is the Project Officer for

Scholarship. Shes just been in a year in the foundation and with that period of stay she

noticed that they need more Public Relations officer in order for their company to be

known. In her opinion, PR and having a skilled and people-oriented PR officer will be an

asset to the company, transactions will somehow be smooth and interactive.

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Energy Development Corporation (EDC)

Energy Development Corporation (EDC), one of Lopez Groups power

generation companies established in 1976 is a pioneer of providing geothermal energy

for three decades of business viability. It accounts for more than 60% of the installed

geothermal capacity of the country and the plants contributing to the power generation

are located in the provinces of Leyte, Negros Oriental, Negros Occidental, Bicol and

North Cotabato. The vision of EDC is one where they are constantly driven by desire to

be the leader in providing clean renewable energy while uplifting the lives of the people

around them. HELEn Program is EDCs private sector-led contribution to the national

governments efforts to enable inclusive growth. The Community Partnerships Program

(CPP) is the proof of their strong commitment in realization of their vision. By prioritizing

health, education, livelihood, and the environment in their partner communities, they

ensure that efforts are fulfilled, with wealthy, educated, and wealthy communities living

in a safe environment in areas where we operate. Partnerships with the host

communities are aligned with United Nations Millennium Development Goals on

eradicating extreme poverty and hunger, achieving universal primary education, and

ensuring environmental sustainability.

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EDC, being one of the pioneers in providing geothermal energy to the country by

harnessing the earths heat as contribution to the countrys security has tapped

communities as active partners for nation-building. More than three decades it aims to

realize this vision and pushes through every year, becoming more than a reality with the

aid of partner communities as the living proof to the relentless desire for progress.

In order to strengthen the vision of EDC, they prioritize management, use core values

and core competencies, and listen to stakeholders.

Health. EDC focuses on all out wellness of partner communities by providing the

everyday means of healthy living through investing for enhancement of local health

centers accessibility by putting up infrastructures and putting up effective systems in

place especially in remote upland communities, and contributes to long-term solutions

addressing the health needs of stakeholders. EDC also has 28 Barangay Emergency

Response Teams (BERT) that have been trained by competent EDC Emergency

Response Teams (ERTs) on disaster-response action plans at local level. This is the

proof that EDC is building a healthy community by boosting awareness and improving

preparedness for natural or man-made emergencies. Partner communities are given

ways to respond promptly in times of emergencies especially because time is important.

Education. Since EDC emphasizes that education is an asset that serves as

strong and stable foundation for the future to break the cycle of poverty, they are

opening avenues to quality education which is equally proportioned to bringing the

youth closer to their dreams. CAREERS or College Admission Review and Readiness

project helps top graduating students of partnered high schools to prepare for university

entrance exams through a six phase program. The phases include the facilitation of
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application process, review for entrance exam, link to scholarships, providing guidance

in registration and enrolment, monitoring and mentoring college life, and giving

guidance in employment process. This project has been proven to be successful since

numerous college students pass the admission exams of the top universities. This is

sustainable cycle wherein the alumni serve as an inspiration to aspiring leaders so that

youth will strive to become future leaders and professionals in their communities.

Livelihood. In building a sustainable livelihood, self-reliance is the key. The spirit

of enterprise is instilled and developing skills needed for business. Partner communities

are given access to resources that they can tap so in order for them to proceed,

relevant science-based knowledge and skills on agro-forestry farming and mangrove

reforestation are transferred to them to provide means to harness natural sources in

their areas.

EDC supervised livelihood modules for partner associations and cooperatives to

operate as business enterprise. Vegetation plantations are some of the projects where

enhanced production systems have been developed to add value to their product. This

is strengthened by responsive marketing strategy to their maximize earnings. Livestock

development in pasture lands, merchandising, and ecotourism are the other projects.

Because of their enhanced capabilities, many cooperatives now have access to funding

from partner banks. Since finance needs to be managed properly, farmer associations

and cooperatives are taught simple bookkeeping and basic financial management,

complemented with values on accountability and responsibility.

Environment. Keeping the community healthy and educated prospers because

of stable and sustainable livelihood which is one of our missions to build strong and
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resilient communities especially for the future generations. BINHI Tree for the Future

Project is the first comprehensive private sector-led reforestation program that follows a

four module approach: tree for the future, tree for life, tree for food, and tree for leisure.

This approach preserves trees, regenerates, produces alternative sources of livelihood

and turns geothermal sites into tourist sites. The said project prioritizes the rescue of

endangered native trees and production of more seedlings so they serve as future

mother trees for seed production. Every region in the country is given a chance to be

part of preserving the local tree diversity. The trees that were planted started to bear

fruits together with seeds and Vegetative Materials Reproduction (VMR) has already

propagated thousands of cuttings. These activities prove that there is still a solution to

the vanishing tree environment.

The group interviewed Ms. Diane Terte, an enterprise developmental specialist of

EDC. She has been in the corporation for four years and she said that the company has

been successful in targeting to serve the livelihood, financial and marketing sector of

society with the use of their strategies, governance, communication, and engagement

that are holistic in approach and are based on the communities needs in order to

achieve its main goal: to maintain sustainability. Ms. Terte also says that behind the

successes of the EDC, it always faces a challenge in sustaining the budget that will be

allotted for programs every year. Another problem for EDC that comes usually is the

formation of the mindset of cultural minorities because these people are stuck with

different beliefs and practices; hence, EDCs system will have difficulty in teaching their

way to different cultures.

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Metrobank Foundation

On January 8, 1978, The Metrobank Foundation was formed by Metrobank

Group founder and Chairman Dr. George S.K. Ty, with the belief of committing to the

idea that leadership in business implied leadership in community as well. For Metrobank

Group, it was very clear that every private corporation had social responsibilities and the

more successful the corporation; the greater were its responsibilities to the community.

From its inception, the foundation continues to strengthen Metrobanks relationship to its

publics through creating various programs and projects for the development of different

sectors of the society such as health care, education, culture, and more.

Metrobank Foundation focuses its different CSR activities to the main motto of

the organization which is Excel. Engage. Empower. The said motto guides Foundation

in expressing their gratitude to their stakeholders by transforming the society into

something that is united by a shared goal which is to sustain human development and

nation-building. Guided by the main motto of Metrobank Foundation, their CSR activities

are as follows:
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Excel. Metrobank Foundation conducts different recognition programs to

acknowledge the effort of the people and professionals who excels in particular fields. In

the field of education, there is Search for Outstanding Teachers (SOT) which

recognizes the countrys top educators; another is Metrobank-MTAP-DepEd Math

Challenge which is the most widely participated math competition for elementary and

high school students nationwide. Metrobank gives honor also to the Filipino soldiers and

police officers by acknowledging the outstanding ones through giving awards. In the

field of Journalism, there is Journalists of the Year which has an aim to celebrate and

honour excellent Filipino journalists for their contribution to the development of the

nation. Metrobank gives importance also to Filipino artistry and creativity through MADE

(Metrobank Art & Design Excellence) which is an annual competition in painting,

sculpture, interior design, and architecture.

Engage. Metrobank Engages itself by providing the people a grants program that

extends financial-assistance to socio-civic, non-government organizations as well as

government agencies in the areas of education, healthcare, and the arts. Metrobank

Foundation provides also healthcare that offers a wide scope of social services such as

subsidies for in-house patients in hospital, outreach programs, and health-related and

research-based interventions in adopted communities for the people to be more

engaged and actively support the foundation itself. The foundation engages itself also in

calamity assistance by actively responding to emergency and relief operations for

affected Filipinos in times of natural calamities.

Empower. To empower the people especially the youth, Metrobank creates

scholarship programs such as Metrogold Scholarship Program (MSP) and Metrobank

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Foundation Professorial Chairs Program which has an aim to provide financial

assistance to underprivileged but academically deserving students for their tuition fees

and semestral allowances.

MATE interviewed a resource person from Metrobank Foundation which is Miss

Michelle T Ong, one of the program assistants under the Grants and Healthcare Unit.

She mainly highlighted that Metrobank Foundation focuses on providing programs for

human development and of course, the excellence among the people. She also shared

to us that funding is still one of the major difficulties that she encountered in the

foundation because of its limited resources and financial help given by the main

proponent which is the Metrobank Group. At the end of the interview, she concluded

that Public Relations is one of the important factors in CSR because PR let the

programs and projects conducted by the foundation be more exposed and be more

known among the people of the society.

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Rapplers Move.PH

Rappler is a well-known news source that reports a variety of news ranging from

sports to entertainment. Rapplers corporate social responsibility entitled Move.PH

encourages communities to bring about change by the use of stories that can influence

people to act. Under the news websites Move.PH launched a collaborative platform

called Project Agos which aims to inform people about the upcoming typhoons, giving

them a heads-up, telling people where the nearest evacuation area is, and post typhoon

information.

Worried having to give birth at the time of a strong typhoon and nowhere to go?

Well, Project Agos has a convenient way of notifying authorities about your distress call.

Project Agos Alert Map - by filing a report and notifying your distress signal at

AGOS.RAPPLER.COM government agencies such as The Philippine National Police

(PNP) or even The Disaster Risk Reduction and Management Office are notified of your

need for help, also civic organizations like The Philippine National Red Cross can also

be notified. These are some of the organizations Rappler partner with to ensure the

safety and no harm comes to each and everyone of us.

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Curious of how the application works? These are the steps to notify the said agencies

and organizations:

1. On your browser type AGOS.RAPPLER.COM

2. Click on the report button

3. Identify if it is a Flood Report, a Rescue Alert, or an Info Alert

4. Elaborate your problem and give your location by typing in the comment box

5. By clicking submit report your distress call is instantly mapped.

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IV. Group Insight

Since its the groups first time to attend a CSR expo, we were excited to meet

people from different corporations and their respective CSR projects. It is a good way

for us to learn their different expertise because it will let us hear their experience in

working in a company that is involved in different CSR activities.

Our group found the CSR expo fascinating in a way that the resource people

from the companies gave us an overview on what they do and how did they

conceptualize different activities related to CSR. It was also a learning experience which

was fun and at the same time useful. This experience made us realize that learning is

more interesting when it does not limit you to the four corners of your classroom.

If we were given a chance to join a CSR project, majority of us would choose to

be part of the United Nations Development Program (UNDP). We have seen that UNDP

is a global network for development which means it covers a wide scope in advocating

change and connects the countries to knowledge, experience, and resources for the

improvement of life. It particularly gives expert advice and training to those who belong

to developing countries and increased emphasis to the lesser developed nations.

To sum it up, CSR expo 2015 materializes its theme collaborate, sustain, and

revolutionize since all companies and the community are dependent on each other

because each of them have their contribution for the improvement of the society. One

company cannot solely work on its own for the betterment of the society as a whole;

thus, this only shows that CSR activities are effective only if the corporate entities build

a good human relationship with the community.

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V. Individual Insights

AMEC JULIAM M. ASOR

June 30, 2015 - Is the 4th day of the League of Corporate Foundations CSR

EXPO comprises of activities such as opening of exhibits and talks from different

experienced practitioners. Mr. Jose Solomon B. Cortez, one of the speakers of the said

event emphasized corruption. In his talk, corruption does not just affect taxpayers but

companies as well. Corporations have difficulties in expanding and have doubts of

setting businesses in the Philippines fear of bankruptcy.

Aside from talk booths from several corporations and companies are visited.

First on our list was Rappler that has its Move.PH, under its CSR is its Project Agos

which aims to notify people of an upcoming typhoon. Though the next company we

visited does not exactly have a CSR but its project aims to benefit those in need such

as kids; Canvas showcases its arts by the use of stories. CBN Asias Operation

Blessing humanitarian project aims to help isolated and financially challenged

communities in the Philippines. By donating you can help the organization execute its

programs such as Healthcare, providing clean water, disaster response, and livelihood.

You can also be a volunteer in the said project. Lastly, The Aboitiz Foundation pursues

its mission to help people by focusing its efforts on education, enterprise development,

and environment.
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NIEL JOHN G. CLEMENTE

It was June 30, the day that marked my first exposure trip as a senior student

taking Public Relations as my course track; it was also my first time to attend a CSR

seminar. The event was organized by League of Corporate Foundations (LCF) and this

years theme is Collaborate, Sustain, Revolutionize. Since its my first time to attend

such seminar, my overall impression is that it is a great event. I feel very privileged.

Notable speaker and delegates, informative discussions, interactive and fun booths are

all present.

Most of the corporation that we talked to said that CSR is

all about giving back; it is about inspiring others and

encouraging them to actively participate in projects that are

aiming for the economic and social development. If I will be

given a chance to take part in one CSR project, I would probably

choose the projects of United Nations Development Programme.

UNDP-Philippines supports the countrys efforts to achieve the

Updated Philippine Development Plan 2011-2016 and fulfill its

commitment in achieving the MDGs.

If I will suggest and implement a project, it will be to protect the rights of the cultural

minorities and heritage. I will propose activities such as cultural exhibit, shows and even

community service/mission to the different tribes in the country. I want to extensively

advocate and focus on the preservation and promotion of the art and tradition of the

Philippines.
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IZAEL G. GOMEZ

Last June 30, 2015, we had our exposure trip wherein we attended the League of

Corporate Foundations CSR Expo 2015 and listened to the speeches made by the

speakers of ASEAN on their view on corruption and take on the topic. I was intrigued

with the speakers especially the last speaker Gerard Forlin, a barrister of Cornerstone

Barristers in London, Maxwell Chambers in Singapore, and Denman Chambers in

Sydney who made his talk on the topic without preparing a Powerpoint presentation.

Local problems are global problems, Forlin highlighted these words after explaining

that any problem how big or small it is, it should be given attention and be solved

immediately in order to prevent the worsening of the scenario.

We were to interview four companies which were based on instructions given to

us by our professor and we have interviewed Rappler, Energy Development

Corporation (EDC), Aboitiz foundation Inc., and Metrobank Foundation Inc. The group

that reeled in my attention was that of EDC. My goal is to be an agent of change in the

society and in order to fulfill this, I will serve the public in the near future by being part of

the Community Partnership Program of EDC which is involved in prioritizing HELEn

(Health, Education, Livelihood, and the Environment) because these sectors are really

affected almost every day of our lives. The CSR Expo 2015 has been exciting for me

since its the first time I have encountered the event wherein 50 companies presented

and explained their plans and actions for the society but I was expecting more for time

given to us for exploring and interviewing all the other CSR projects. The venue is really

attractive since it took place in one of the high-end and unique malls in the Philippines -

SM Aura Premiere.
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NICA VERON B. NIMENO

It is our privilege to attend the opening of CSR (Corporate Social Responsibility)

Expo 2015 last June 30, 2015. The said expo was organized by League of Corporate

Foundations and has an aim to promote the benefits of conducting CSR activities while

highlighting this years theme for CSR Expo which is Collaborate. Sustain.

Revolutionize. I think, this event is a good way of learning CSR because we had the

chance to interact and to communicate with different people that are already working in

the industry of CSR and even Public Relations & Corporate Communications. This is

also a good experience for us in a way that we became more expose to the reality of

working in the field related to Corporate Communications by observing and interviewing

different people & experts on how the system of CSR works.

If I will be given an opportunity to participate in any CSR project, I would be glad

to be part of UNDP (United Nations Development Programme) because this particular

NGO focuses its goal in supporting human development in various ways such as

eradicating poverty, achieving universal education, etc. (see United Nations Millennium

Development Goals). Assuming that I am already part of UNDP, I want to specifically

focus on providing children (especially those who are belong to below poverty line) the

education that they need by teaching them first how to read and count numbers and as

time goes by, UNDP will provide them classrooms and facilities that would be helpful for

their learning experience. Scholarships for high school and college would also be

offered to those children who show their never ending interest in studying and learning.
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All in all, CSR Expo 2015 mainly highlighted the importance of conducting CSR

projects and activities not only for the benefit of the corporation itself but also of the

stakeholders that one corporation has. CSR is a way of one company to give back on

what the society has entrusted to them. To be able to have a successful CSR projects,

one company must know the importance of having appropriate Public Relations

strategies and tools. Thats how CSR works. Without PR, CSR is nothing.