Nokia's many hands help keep China green

The old Chinese saying "many hands make light work" also sums up Nokia's "Power of We" corporate social responsibility (CSR) strategy.

According to Hera Siu, vice president of Nokia (China) Investment Co Ltd, if a company wants to be a responsible corporate citizen, the efforts and volunteer activities by employees and executives are the backbone that makes it successful.

"CSR needs everybody's involvement - or the 'power of we' - and Nokia has been devoted to inspiring and encouraging our staff to take part in it," she stressed, adding that the voluntary participation stimulates the employees' philanthropic sense and lifts their morale.

Environmental protection and youth development are two pillars of the wireless technology leader's CSR framework in China.

The Nokia Environmental Ambassador Club was established in November 2005, and to date has attracted more than 1,200 volunteers. Activities concentrate on green education, recycling and environmental protection.

The club cooperates with a group of environmental protection non-governmental organizations to provide training for the "ambassadors", who then spread the knowledge in a bid to enhance environment awareness within Nokia China.

The club has also joined hands with the China Youth Development Foundation (CYDF) to carry out the "Nokia Green Hope" program. CYDF is a non-profit organization set up in 1989 and is engaged in raising funds to build and improve Hope Schools in poverty-stricken rural areas around China.

The Nokia China Environment Affairs Commissioner Cheng Zhaomin told China Business Weekly that 161 Nokia Environmental Ambassadors have visited eight Hope Schools in Beijing, Tianjin, Guangzhou, Dongguan, Zhengzhou, Hangzhou and Shenyang to deliver environmental protection lectures.

"They always carefully prepare for the class, including pictures and props and try their best to use simple words, interesting stories and interactive methods to help children learn easily and happily," said Cheng.

Electronic waste is another environmental problem and Nokia is addressing it with "Green Box", a mobile phone recycling program initiated by Nokia, China Mobile and a group of other cell phone producers. Green Box targets universities and collects old discarded mobile phones and parts for recycling while also telling students about properly disposing of electronic garbage.

Community environmental protection education about energy conservation, reducing and recycling waste and tips for efficient energy use are also carried out in residential communities near Nokia's plants and facilities.

According to the company, in 2008, the Nokia Environmental Ambassador Club organized 18 large green activities involving 6,200 hours and in doing so became a member of "We: champion", Nokia's global environmental organization and an important part of the multinational company's "Power of We" strategy.

For youth education, Nokia volunteers went to China's rural areas to work as teachers in primary schools as well as sending educational materials, clothes and sports gear to poor children and families.

Xiao Shengjin, a materials project coordinator of Nokia's device sourcing department, volunteered at Tianjin Gongzheng primary school as a teacher and said he felt fortunate to have the experience.

"I will never forget it. The energetic faces of the boys and girls, their curiosity and innovative brainstorming really left me with colorful memories," Xiao said, adding that he wants to do more such classes in the future. In 2008, nearly 800 Nokia volunteers attended similar programs in China, contributing over 6,000 hours.

Nokia is not the only multinational company with employees volunteering for good causes. At HSBC, senior executives and ordinary employees alike take part in tree plantings twice a year. At Amway, many employees have taught at Hope Schools and PepsiCo encourages its staff at all levels to donate individually to help build water cellars in parched western China.

Nokia also encourages employees' families to take part in environmental protection and youth education causes under the Nokia Helping Hand program.

In 2008, two family days for Nokia Helping Hand were held in Beijing and Dongguan, Guangdong province.

The focus of the April 19 Beijing event was environmental protection and a host of activities, including recycling mobile phones and parts, touring a new green Nokia headquarters building and production line, an environmental photography contest, as well as tree plantings.

"We hope Nokia's efforts on environment and youth education in China will bring momentum to more people around us," said Siu.

Nokia China's "green" headquarters in southern Beijing was established early 2008. It includes unique eco-friendly properties and low energy and water use.

It's also equipped with ergonomic desks and chairs and a fitness club to provide a healthy and relaxing working environment that reduces pressure and enhances efficiency.

To help employees increase their health awareness and boost their physical fitness, Nokia invited ergonomic experts, a health consultancy and a fitness coach team to design the Nokia Tailor-made Employee Aerobics program.

White collar working habits and attendant health problems that can contribute to an unhealthy lifestyle were factored into the building's design in an effort to keep employees as healthy as possible. Blending fitness with fashionable design is one way to attract employees' attention and instill a desire to exercise, the company said.

"Our people's volunteer efforts help them be responsible corporate citizens. The more we care about them, the better they are and the better our company is," Siu said.

(China Daily 01/05/2009 page10)