August 2018

In a bid to give back and contribute to the society, leading construction-solutions company Republic Cement Services, Inc., spearheads a series of Corporate Social Responsibility (CSR) events under their flagship theme: “Lusog Tibay”. This is part of their dedication to strengthen their partner communities toward building a stronger Republic.

For their latest initiative, Republic Cement Services, Inc. partnered with their ready-mix contractor Dee Concrete Inc. / Premier Ready-Mix, Inc. for the Lusog Tibay Women’s Health Day. The program focused on reproductive health for the women of Pinagbuhatan Pasig, the hometown of Dee Concrete.

“More than being a company that helps build strong and reliable structures, we want to build the nation one community at a time. We can start by empowering our citizens, especially the women that takes care of their families,” shared Nabil Francis, President of Republic Cement Services, Inc.

Held last August 2, 2018 at the Multi-purpose hall and livelihood center of Barangay Pinagbuhatan in Pasig, the program that ran from 7am to 4pm helped about 250 women beneficiaries from the low to middle-income bracket. Pinagbuhatan is the oldest and biggest barangay in Pasig. It has a population of over 170,000 and 55% of which are women.

Republic Cement Services, Inc. opted to raise awareness on crucial issues that affect the country. For instance, Cervical and Breast Cancers are some of the top killers in the Philippines while HIV is also fast-growing. The Department of Health recently reported 11,103 new cases of HIV in a span of one year, increasing the numbers to 19.85% from 2016 to 2017. In addition to these health challenges, Family Planning is another problem that the company deemed important to be addressed.

“During the event, we have found out that Cervical Cancer is really not well known in PH. One of our beneficiaries, an 18-year old mother of a 6-month old infant is not familiar with pap smear so she grabbed the opportunity to be screened for free. We are very glad to be of service,” said Ms. Elizabeth Dee, Vice President for Sales of Dee Concrete Inc. / Premier Ready-Mix, Inc. 

Ms. Dee, officially opened the event through an inspiring message dedicated to all participants, “Kung semento ang nagpapatibay ng tahanan, ang pamilya ang nagpapatibay ng komunidad” (if cement strengthens a home, a family is what strenghtens a community.)

Implementing partners of this CSR event are France-Philippines United Action (FPUA), the Foundation of the CCI France-Philippines; and Friendlycare Foundation.

FPUA was created by the CCI France-Philippines and the French Embassy in the Philippines in 2013 after typhoon Yolanda. Since then, FPUA help companies in developing impactful and sustainable CSR projects in the Philippines. Republic Cement and FPUA have been working together since the creation of the Foundation.

Friendlycare Foundation on the other hand, has been delivering affordable health services especially reproductive health focused on Maternal and Child Health and Nutrition and Family Planning since 1999.

The CSR health mission was likewise supported by Barangay Captain, Maricar Asilo-Vivero and previous mayor of Pasig Mrs. Maribel A. Eusebio.

Lectures on Family Planning, Cervical Cancer, HIV/STI were given by Friendlycare doctors. Philhealth member benefits were likewise discussed during the event. Simultaneously, OB/GYN and family planning consultations and pap smear screening were offered. Pap smear is the most common procedure to screen cervical cancer.

Some attendees also won Republic Cement items on various games in the fun and informative program.

In “The Marketing of Employee Volunteerism” by Peloza (2009), he discussed different ways on how firms heighten their investments in CSRs and how it yields a positive impact not only to the communities being served but also for the volunteers and the company as well. First, companies that present commitment to the causes they select, exert effort into participating in their own projects. Whenever they engage in volunteer work, people develop a deeper understanding of their advocacies which is the essence of CSR. Aside from this, the social impact of a company’s CSR volunteer program often leads to higher returns from their investment. Firms are expected to “receive increased rewards from the market” as a sign of support from those who also stand by their cause. It is a good mechanism that generates strong public trust and builds up a good image for the company. Moreover, companies that integrate their employees into CSR programs, appear to be “more desirable to potential employees  and report lower turnover costs.” This is because the employees are motivated by their ego, altruism, and organizational citizenship. Volunteer work is far different from the everyday mundaneness of the office life. Given participation in company CSR projects, employees are given the chance to engage with other people in their company outside of the workplace setting. Boosting their morale, they are given the opportunity to meet new people, represent their company, and satisfy their craving for new learning and social interaction. It also enhances the employees’ capacity for social exchange as they recognize the organizational citizenship among themselves, creating a mindset of working voluntarily for others.

Moreover, Peloza suggests that in order to craft an effective CSR program, firms must align it to their business model. He proposes that “firms can increase the value, and ultimately the competitive advantage, of their philanthropic investments through increased alignment between the charitable cause and business strategy; a more long-term partnership focus; and providing ‘in-kind donations’ such as equipment, expertise, and employee volunteers rather than more cash donations.” CSR programs that are in the same field where their business operates, allows a better communicative relationship between the company and the community. Given these, companies are encouraged to integrate their employees in their CSR programs through intra-organizational volunteerism wherein “an employer who develops the volunteer opportunity (including the selection of the charity partner) offers these opportunities to its employees.”

Companies that reach out to those in the grassroots and implement programs that are also in line with their businesses, create a nourishing process of development. It is suitable for the companies and communities to engage in long-term partnerships to form a more fruitful alliance geared towards sustainable development. Integrating employees into CSR activities is an ingenious way not only for companies fortifying public trust but also for the general public to gain consciousness of social realities.

It is clear that CSR is not just for the beneficiaries, nor is it just for the firms or employees. Under the right circumstances and direction, CSR can be for everyone involved. There is something positive to take away and to give on all sides and that is what is sometimes left out of the common conversation on corporate social responsibility.

Reference

Peloza, John, et al. “The Marketing of Employee Volunteerism.” Journal of Business Ethics, vol. 85, 2009, pp. 371–386. JSTOR, JSTOR, www.jstor.org/stable/40294847