When we think of corporate social responsibility (CSR), we usually think of charity events or fundraisers - but rarely do we consider direct action. Money is easy to raise and easy to distribute, but it's the action and the involvement in giving in and of itself that produces the largest effects. In the case of Bridgestone, together with the National Cancer Society Malaysia (NCSM), their latest pledge of support is for the School Smoking Cessation Programme known as Hands That Shield.
A total of RM 90,000 will be provided in funding for the programme, and it will be the fourth consecutive year of their collaboration with the NCSM. There are over 5 million reported smokers in Malaysia, with nearly 20% of those under 18 being active smokers. Three secondary schools in Kuala Lumpur are selected to be sponsored exclusively, with a total of 2,735 students screened. In terms of targets, the goal is to screen and detect smoking statuses among the cohort, as well as enrolment of smokers in the 1-year-quit-smoking programme with a quit rate of over 70% of enrolled students.
In order to achieve this, there will be an intensive, personalized, and targeted programme consisting of both group and personal counselling. During the ceremony, Yuichiro Shirai, Managing Director, Bridgestone Malaysia said “Corporate Social Responsibility (CSR) has always been part of Bridgestone’s DNA and is reflected in the company mission of “Serving Society with Superior Quality”. This initiative further reflects our commitment to embrace our responsibility as a global leader in the industry to protect our future generation and building safer and healthier communities in Malaysia.”
Clare Ratnasingham, Project Director, NCSM said “We are very grateful to have Bridgestone Malaysia’s continued support for NCSM through their generous donations and volunteers. We truly believe that this initiative will be a success and will go a long way in curbing smoking amongst teenagers and helping them practice a healthier way of life.”