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Saturday, December 02, 2006
Corporate AIDS rally: Publicity Stunt or Honest CSR?
Come Nov 1st, every year there is a rally organised by a corporate, preferably in a upmarket, central area of the city. Nov 1 comes and goes. What does this rallies do? Wha do they signify? What does it mean for the masses? What does it mean for the people who participate in this rallies?What is the take-homes?
A backgrounder on AIDS in India:
HIV/AIDS in India
1,080,264,388: Population of India (July 2005 est.).5.7 million: Estimated number of people living with HIV by the end of 2005.
0.9%: Estimated percentage of adults living with HIV/AIDS by the end of 2003.
1.6 million: Estimated number of women (ages 15-49) living with HIV/AIDS by the end of 2005
270,000-680,000: Estimated number of deaths due to AIDS during 2005
Source: http://www.globalhealthreporting.org/countries/india.asp?collID=13&id=31&malID=93&tbID=58&hivIC=96&malIC=95&tbIC=94&map=106&con=India&p=1
It is increasingly becoming clear that the corporates have a big role to play in our fight against AIDS. Companies like Cipla and Ranbaxy can take the lead by coming ou with cheaper drugs for AIDS. Proactively, they can come out Vaccines for AIDS.
IT/ITES industries where there is a major danger of AIDS becoming a major crisis can take proactive measures like placing Condom vending machine inside the office!
Wealthy corporates can fund initiatives where there is sincerity to do something.
Todays environment requires corporates to engage themselves in CSR. All the stakeholders today prefer a Company which has a CSR side to it than a Company who is not.
It is in this earnest that lot of Corporates use AIDS initiatives, so as to showcase their care for the cause. An AIDS rally gives ample PR and CSR points to a corporte. My college organised a AIDS rally this year near MG road. The heart of Bangalore. Catched lot of eye-balls! and media coverage.
We were part of the rally. Honestly, Nobody was earnest and sincere. Eeryone has to go, otherwise a Rs.500 fine was eminent! And who wants to be in the bad books of CRDT? After all CRDT helps one to get placed. And they clearly said,"If you want good corporates for placements, then better go there and catch their attention!".
So most were present physically and had planned how to spend the whole afternoon that day. Many were very actively distributing pamphlets, when any Admin guy was around...Almost everyone was eager that this drama could end quickly and they could spend a cosy afternoon in Forum or Inox with their partners!! And they did. When was the last time similar situation happened? Ultimate chance to spend full afternoon with one's partner in close comforts of Forum!
Official PR of our insti was more than happy. Because almost all big names of media had come and covered the events. He has achieved his targets. He had earned his goal of PR through AIDS rally. To shoot a target by keeping the gun on somebody else's shoulder!!!
Moreover, MG Road crowd is more of executive class or working population. At office peak hours of 9-11 AM, major people who witnessed the rally were executives. Do you think they are morons? Where is the actual people who are at risk? Probably some obscure part of Bangalore!
Pamphlets printed in English, which people are we catering to? Are we supposing that all english speaking people are at risk?
I sincerely believe, AIDS rally was total wash-out! It didnt serve any purpose.
But, yes, PR drive was hugely successful. It attracted lot of eye-balls. But not corporates for placements but prospectives students aspiring for MBA.
Corporates would still prefer B-school with a quality than a CSR led B-school without quality. How about our school attracting corporates by doing something scholar, not AIDS rally or Jagjit singh night? They hardly matter to corporates. They know these are show-offs!
How about our Insti publishing a research paper on any booming sector, like Retailing or KPO. How about faculties publishing a research report or taking up a consulting project for a corporate. I believe these endeavours earn more brownie points and more credible PR. That can bring in more corporates for placements...
But pray god, amidst this mad PR rush, may AIDS doesnt suffer!!!
A backgrounder on AIDS in India:
HIV/AIDS in India
1,080,264,388: Population of India (July 2005 est.).5.7 million: Estimated number of people living with HIV by the end of 2005.
0.9%: Estimated percentage of adults living with HIV/AIDS by the end of 2003.
1.6 million: Estimated number of women (ages 15-49) living with HIV/AIDS by the end of 2005
270,000-680,000: Estimated number of deaths due to AIDS during 2005
Source: http://www.globalhealthreporting.org/countries/india.asp?collID=13&id=31&malID=93&tbID=58&hivIC=96&malIC=95&tbIC=94&map=106&con=India&p=1
It is increasingly becoming clear that the corporates have a big role to play in our fight against AIDS. Companies like Cipla and Ranbaxy can take the lead by coming ou with cheaper drugs for AIDS. Proactively, they can come out Vaccines for AIDS.
IT/ITES industries where there is a major danger of AIDS becoming a major crisis can take proactive measures like placing Condom vending machine inside the office!
Wealthy corporates can fund initiatives where there is sincerity to do something.
Todays environment requires corporates to engage themselves in CSR. All the stakeholders today prefer a Company which has a CSR side to it than a Company who is not.
It is in this earnest that lot of Corporates use AIDS initiatives, so as to showcase their care for the cause. An AIDS rally gives ample PR and CSR points to a corporte. My college organised a AIDS rally this year near MG road. The heart of Bangalore. Catched lot of eye-balls! and media coverage.
We were part of the rally. Honestly, Nobody was earnest and sincere. Eeryone has to go, otherwise a Rs.500 fine was eminent! And who wants to be in the bad books of CRDT? After all CRDT helps one to get placed. And they clearly said,"If you want good corporates for placements, then better go there and catch their attention!".
So most were present physically and had planned how to spend the whole afternoon that day. Many were very actively distributing pamphlets, when any Admin guy was around...Almost everyone was eager that this drama could end quickly and they could spend a cosy afternoon in Forum or Inox with their partners!! And they did. When was the last time similar situation happened? Ultimate chance to spend full afternoon with one's partner in close comforts of Forum!
Official PR of our insti was more than happy. Because almost all big names of media had come and covered the events. He has achieved his targets. He had earned his goal of PR through AIDS rally. To shoot a target by keeping the gun on somebody else's shoulder!!!
Moreover, MG Road crowd is more of executive class or working population. At office peak hours of 9-11 AM, major people who witnessed the rally were executives. Do you think they are morons? Where is the actual people who are at risk? Probably some obscure part of Bangalore!
Pamphlets printed in English, which people are we catering to? Are we supposing that all english speaking people are at risk?
I sincerely believe, AIDS rally was total wash-out! It didnt serve any purpose.
But, yes, PR drive was hugely successful. It attracted lot of eye-balls. But not corporates for placements but prospectives students aspiring for MBA.
Corporates would still prefer B-school with a quality than a CSR led B-school without quality. How about our school attracting corporates by doing something scholar, not AIDS rally or Jagjit singh night? They hardly matter to corporates. They know these are show-offs!
How about our Insti publishing a research paper on any booming sector, like Retailing or KPO. How about faculties publishing a research report or taking up a consulting project for a corporate. I believe these endeavours earn more brownie points and more credible PR. That can bring in more corporates for placements...
But pray god, amidst this mad PR rush, may AIDS doesnt suffer!!!
