SOCIAL RESPONSABILITIES OF BANKS
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Contents
Contents.................................................................................................................................................2 WHAT IS SOCIAL RESPONSABILITY?........................................................................................................3 Raiffeisen Bank.......................................................................................................................................3 Summary:...........................................................................................................................................4 Social cause:.......................................................................................................................................4 Project development:.........................................................................................................................4 The concept of a center "I Love Velo"................................................................................................4 Establishment of the first centers in Bucharest..................................................................................5 Launch centers and communication strategy.....................................................................................5 Expanding nationwide I'Velo..............................................................................................................6 Project results:....................................................................................................................................7 Impact on company............................................................................................................................7 Provident Financial.................................................................................................................................8 Project: Each park has its story...........................................................................................................8 Year: 2010...........................................................................................................................................8 Summary:...........................................................................................................................................8 Project development:.........................................................................................................................8 Cluj-Napoca........................................................................................................................................9 Iasi......................................................................................................................................................9 Galati................................................................................................................................................10 Benefits for the company:................................................................................................................11
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℘ WHAT IS SOCIAL RESPONSABILITY? Social responsibility is an ethical ideology or theory that an entity, be it an organization or individual, has an obligation to act to benefit society at large. Social responsibility is a duty every individual or organization has to perform so as to maintain a balance between the economy and the ecosystem. A trade-off always exists between economic development, in the material sense, and the welfare of the society and environment.
Raiffeisen Bank
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Project: I Love Velo Year: 2010
Summary: Raiffeisen Bank and the Association of Green Revolution have developed the greatest system of "bike-sharing" (free bike rental) in Romania. Organizers have set up eight such centers in Bucharest, Constanta, Iasi, Cluj and Targu Mures. In five months, centers have had over 200,000 users.
Social cause: Currently, major urban areas suffer from a high degree of air pollution and noise pollution . Both are generated by increasing the number of cars, inefficient public transport system and the difficulty of improving road infrastructure. In this context, the bike is, in many European capitals, a solution to combat these problems. Unfortunately, according to statistics, in Bucharest , in early 2010, traffic on the bike was apoape nonexistent . There were less than 50 km of cycle paths, but most landscaped sidewalks and known deficiencies. In addition, few existing parks Vehicles offered insufficient numbers of bicycles, the order of several hundred.
Project development: At the end of 2009, the Association proposed to the Green Revolution Raiffeisen Bank representatives to jointly develop a program for the first time to promote cycling. Bank has embraced the idea and thus came "I Love Velo", the largest system of free rent Bicycle and "bike-sharing", so far. Raiffeisen involvement in developing this system followed several objectives, including: • •
Creating a critical mass of people to (re) discover riding on two wheels and to realize that it can be an effective alternative transport; Project attracting as many authorities, to see that there is a greater appetite for cycling, and that to create new infrastructure projects and to encourage it.
The concept of a center "I Love Velo" The centers usually operate in public parks , offering visitors a fun way of leisure and outdoor exercise.Bicycles can be rented free of charge , based on an identity, and can be used over a period of 2:00 . The person renting a bicycle sign a contract that sets including what happens when the bike is damaged his fault. Also, the organizers shall register personal data to contact if the delay or to take steps if it is not.benefits Raiffeisen , after providing this free service, consisting primarily in brand exposure brought bicycles and signage centers. Also, because the community is growing bike lovers, Raiffeisen has enjoyed so far by significant visibility in the media (in publications or environmental fields, leisure, etc..). 1
Establishment of the first centers in Bucharest Development Strategy project was a "modular". Therefore, we started with the establishment of three centers in Bucharest and one second in Herastrau Youth Park. In the period January-April 2010, organizers have obtained the necessary permits for operation centers, primarily the Parks Administration (ALPAB) and from the City Hall. Then came among logistics activities for connection to utilities and, in the last round, negotiating with suppliers of equipment. Bicycle was chosen DHS, a manufacturer of Deva, and the booths, racks and other equipment - Rainbow Company, the company that manufactures recycled plastic street furniture, is also a sheltered workshop. An important component of training was recruiting and training employees to manage the centers. On the one hand they had to have a pleasant interaction with users, and on the other side to face various difficult times: crowds, users less civilized, bike damaged or missing, etc... The team were part and employees specialize in technical issues, and the Green Revolution has created a service where were made many repairs or replacements of parts weekly. Balance part. At the end of April, the three centers were equipped with 450 bicycles , and the management team were among 50 employees.
Launch centers and communication strategy "I Love Velo" was officially launched at an event held on May 9, 2010 . For it was about Europe Day, the event benefited the involvement of European Commission Representation in Romania, which gave him more visible. At a press conference took word Steven van Groningen (CEO of Raiffeisen Bank), Nicolae Idu (Head of Commission Representation) and Raluca Fiser (President Green Revolution). The event continued with a bike tour of Herastrau Park, led by multiple Olympic champion Ivan Patzaichin. In turn, he spoke to journalists about the importance of sport and movement in general. event received good media coverage, just happening on the Internet, communities of bike lovers. But the best promotion centers have done it then, even their users. The two main parks in Bucharest, Herastrau and Youth, have become more attractive with the advent of bicycles 1
"I'Velo". Visitors were now free and especially pleasant way to spend free time with warming weather. The term "bicycle only report " has spread rapidly among young people and led to record numbers , 5 or 6 thousand users per week. Balance part. At the end of June 2010, after seven weeks of operation, I'Velo centers already had drawn over 31,000 Bucharest.
Expanding nationwide I'Velo Another important event in the evolution of the project was to visit Romania European Commissioner for Climate Change, Connie Hedegaard, at a conference organized by the Green Revolution and the Ministry of Environment, on June 3. Commissioner and Minister Laszlo Borbely attended a press action , which included a visit to the center "I'Velo" of Herastrau. There they were sent to journalists, a message of support for the project developed by the Association and Raiffeisen Bank. event marked an important recognition for "I'Velo" and Ministry of Environment became a partner in the project, with the aim of developing nationwide. Also, encouraged by the results until then, Raiffeisen Bank agreed to extend financial assistance. As a result, organizers have begun to work against time, as new centers to catch as much of the hot season. Soon they developed partnerships with four mayors of some cities in the province.Centers were launched in the press events, as follows: • • • •
July 10 : Targu Mures - Versatile center located in front of Hall (100 bicycles); July 12 : Cluj-Napoca - center located in front of Sports Hall (150 bicycles); July 14 : Iasi - center located in Exposition Park (150 bicycles); July 16 : Constanta - center located in Park Tabacariei (150 bicycles).
The event was attended, along with organizers, representatives of each mayor . They took the opportunity to talk about their commitment to the environment and to the promotion of cycling. Therefore, the events were also an opportunity for Raiffeisen to strengthen the relationships with the authorities in some major cities for its operations.
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The same process of expansion, on July 17 was released and the fourth center in Bucharest , in Spring Park. During this time, Green Revolution Association continued to improve infrastructure and capacity to manage a project now has dimension more than double, from baseline. In parallel, to ensure that the project remains in media attention, informing regularly about new centers or the evolution of the number of users.Balance end . Provincial centers have enjoyed success in their turn. The figures continued to rise dramatically, and on October 9, at 5 months after launch, the 1100 bike "I'Velo" had over 200,000 users.
Project results: In 2010, Raiffeisen Bank has invested in the launch and then develop "I Love Velo" about 90% of the total project, which is a direct benefit to the community. impact in the community: ℘ Were set up eight centers in four cities , which have made the public 1,100 bicycles . It also has developed a system for managing logistics centers, including its own service; ℘ Until October 9, 200,000 users were able to enjoy a free ride on the bike, he (re) remembered how comfortable and pleasant is one such means of transport; ℘ Users spent on the bike a total of 400,000 hours ; ℘ They created 60 jobs ; ℘ We established six partnerships with public institutions : five mayors and Ministry of Environment.These partnerships have had the effect to sensitize decision makers on the importance of encouraging cycling and infrastructure projects.
Impact on company Brand exposure Raiffeisen can be estimated from a total of 2 million people (calculated from an average of 10 people who saw the branding bicycles or centers); ℘ Project and contribution Raiffeisen enjoyed the media attention on all channels: radio and TV (23 mentions), online publications (92 mentions), central press (36 mentions) or local newspapers ( 60 mentions); ℘ Bank also strengthened its relationship with decision makers from political or administrative. The events of the project were present leading personalities such as Connie Hedegaard (European Commissioner for Climate Change), Laszlo Borbely (Minister of Environment and Forests), Idu Nicholas (Chief European Commission Representation in Romania), Oprescu (Mayor of Bucharest), George Nikita(Mayor of Iasi), Claudiu Major (Deputy City Targu Mures), Laszlo Attila (Vice City Cluj-Napoca); ℘ The project won the Silver Prize Award in CSR category in the competition PR Award 2010 . ℘
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Provident Financial
Project: Each park has its story Year: 2010 Summary: Provident has funded and employees involved in action planning three parks in ClujNapoca, Iasi and Galati.Actions were accompanied by a comprehensive consultation of local communities, the company interact with over 300,000 people in three cities.
Social cause: Many of the parks of our towns have a sad story. The problem of urban green space in Romania is well known, like the huge distance that separates us from European standards. Often halls are insufficient funds even for maintenance of existing parks. Therefore, we often sad picture of playgrounds in decay, worn or missing equipment, no gravel or sand necessary to avoid injury to children.For parks and playgrounds are public goods that benefit entire communities, their story could be (re) written in a happy way, besides the effort of the authorities, and community solidarity gestures that bring together companies, volunteers and representatives of the administration.
Project development: In over 4 years when present in Romania, Provident Financial has provided grants in benefciul constant social causes, its strategy is to achieve maximum impact, starting from small grants, but enhanced by community involvement. based Provident Business Profile a large number of agents (over 2,500 at the end of 2009) and an active presence in urban communities (agencies go weekly visit at the doorstep). Therefore, the company decided in 2010 to develop a project to make better use of the two principles: • •
consultation and community involvement that is present; involvement in volunteering employees, agents or customers.
This new first edition of the " Each park has a story ". The project proposes setting up parks and playgrounds in three cities were chosen based on feed-back and a willingness to engage the employees there. mechanism project involves collaboration with one NGO in each city. It would coordinate local actions and to handle relations with authorities. Each NGO has proposed its own strategy for project development in town. There were but two consistent ideas : a) consultation in some form for the election of community park and b) Provident volunteers involved in development work. 1
Cluj-Napoca Partner was chosen here Provident Community Foundation Cluj. It has proposed to involve the community since the drafting stage of development. For it held a design contest open to any NGO initiative group or association of tenants who would like to improve green space or place play. Were made: an overview section on the Foundation website, an application guide and a model letter. Promotion During July-August, was communicated intense competition in Cluj-Napoca, primarily by using local media .She generously took notice, mentioning the involvement Provident (see a media monitoring conference after launching). In addition, the Foundation has used posters , which put them in bus stops or tram, at the premises of tenants associations etc.. Another channel with high coverage was offered by Provident, which regularly sends marketing flyers in mailboxes around 80% of ClujNapoca. This time, besides the marketing message, flyers were printed on the back and an invitation to participate in the project.
Section contest on Foundation website
Flyer marketing used to promote competition
Poster to promote the contest
Projects could be submitted by the end of August. After analysis, the winning project was the proposed Student Organization for Romanian Tourism (OST). This meant building a rustic ecological park in a green area, accessible but not used the city - near the Garibaldi Bridge, near Central Park. All materials used for the park would be natural (wood, hemp rope, etc..). Work began on October 12 and lasted until the end.Days 15 and 16 October have been reserved Provident volunteers. A total of 35 volunteers (employees, agents and even clients) participated in the works. Their work was added 6.500 RON financial support offered by the company, and completed a project based primarily on voluntary and community involvement. Park was inaugurated on November 2 , in the presence of Mayor Sorin Apostu. And this time, local press widely covered the event, mentioning the contribution Provident (eg, see reports from Monitor Cluj , Cluj day, Transylvania Road , Cluj.ro news , truth Cluj-Napoca , etc..)
Iasi In Iasi, Provident has worked with Bethany Social Services Foundation, a partner of the company. Here, in the choice phase space were primarily involved employees whose work involves travel by all city neighborhoods. They were invited to discover the parks are in decay or lack of playground equipment deaths.Finally, three parks were chosen , which would 1
require intervention. next step was consultation with community members about the park in which to intervene. This was done through three channels: ℘ Website Bethany Foundation , where visitors could read about the three parks and could vote for one of them. The site was notified both local press and on marketing flyers sent by Provident in August. ℘ Volunteers via the Foundation - they have organized street actions in which they discussed with passersby, they recorded vote in special tables or, if they were rushing, gave them flyers where they found the website address. ℘ Provident through agents - in visits that were usually at the doorstep, they had their agents and a folder with the project, inviting them to vote. Voting took place throughout August. By the end, have been involved over 3,500 inhabitants . Park was elected at the district Tatarasi (Ciurchi Street), one of the busiest districts in Iasi. refurbishment works took place on October 2 . They were attended by 40 volunteers Provident, which helped swings erected in November, a complex of slides and other playground equipment children need. Mayor George welcomed the redevelopment of the park Nikita, which helped to better visibility in the local press.
Galati Provident has worked here Eurodezvoltare Association Galati , another partner of the company, working in social services for disadvantaged young people. This established protocol of cooperation with the City and together they identified three parks that needed surgery. Based on an analysis of opportunity, was elected Scooby-Doo Park, located in Micro District 21, the Center for Youth Travel and Leisure (FORTRESS). refurbishment works took place on September 18 . When they took part over 30 Provident volunteers who helped swings erected in November, a set of slides and other equipment. information post-event community . Both in Galati and Cluj-Napoca and Iasi, after refurbished parks, Provident informed them that the inhabitants. In addition to communicating with the media, were used again butterflies marketing , the company periodically sends mailboxes current or potential clients (see right - Galati example). They come in about 100,000 mailboxes in each city.
Project results: Impact in the community: ℘ Were built from scratch two parks, one in Galati and one in Cluj-Napoca. Park in Cluj made a first, find a rustic and whose construction has been used environmentally friendly materials; ℘ In Iasi was refurbished a park located in a bad mood, in a crowded city neighborhood;
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℘ For the 3 parks receive daily average of 700 inhabitants of the three cities, both children and parents and teenagers; ℘ In Cluj-Napoca and Iasi, community members were involved in choosing the park or project planning. In Iasi, over 3,500 people voted for the park was to be refurbished. This process had the effect of cohesion and increased confidence in those communities.
Benefits for the company: ℘ Project and contribution Provident received over 50 mentions in the media , especially local, both in print and online, radio or TV; ℘ An estimated 300,000 clients or potential clients of the three cities have been informed Provident involvement through marketing flyers, get in the mail. In Iasi, the company's agents have had discussions about the project with people whom I visited at home. All these interactions have had a positive role in how Provident is perceived by current or potential customers. ℘ The works have participated as volunteers, over 100 employees or agents of the 3 cities Provident, often accompanied by family members. They were rewarded with various gifts and a meal with colleagues, which contributed to the cohesion and team loyalty.
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