Saturday, November 24, 2007


Judges will need to obtain a good understanding of the project, so it is important to ensure that each entry is submitted with comprehensive supporting documents and a succinct write-up.

Programmes and initiatives being considered for the PM’s CSR Awards will be carefully evaluated using the following criteria:

1. How effectively the company demonstrates its sincerity and commitment to CSR.

2. Major achievements of CSR activity in terms of the company’s stakeholders.

3. Outcomes and impact that have a long-term benefit for the community.

4. Sustainability of the programme.

5. How the company’s CSR programmes / initiatives differentiate it from its competitors.

6. Documentation of the company’s CSR commitment.


Submissions for the PM’s CSR Awards should come under one or more of these seven categories. In cases where there is more than one submission from a particular company, separate entries will need to be prepared for them.

1. Education:

This award recognises companies that have made serious efforts to improve the level of education and skills of their employees and/or members of their community.

2. Environment:

Companies recognised for this award should demonstrate leadership and commitment to the improvement, preservation and protection of the environment. This would include successful projects or programmes in areas such as energy efficiency, waste reduction, green parks, protecting mangrove/peat swamps, deforestation, protecting lakes, rivers, and other natural areas.

3. Culture & HeritageMalaysia’s unique, diverse and vibrant national heritage is found in many different faces of the nation and expressed through customs, folklore, language and traditions. This category recognises companies that support the preservation of Malaysia’s heritage.

4. Community and Social WelfareThis award recognises a company’s efforts to uplift and support disadvantaged and marginalised members of the community through, for example, the care of orphans and the destitute, the empowerment of women, and the provision of opportunities to the poor, illiterate or disabled.

5. Small Company CSR:

This award is for the small or medium sized company that does not have the resources of a large company but nevertheless has successfully implemented CSR projects or programmes and shown that it is a socially responsible member of the community it serves.

6. Best CSR/Workplace Practices:

The company that has policies and programmes in place that reflect its respect and consideration for its employees. This could include diversity in the workplace, family friendly policies, regard for work-life balance of employees, dependence care, health and wellness, privacy, employee training and fostering lifelong learning.

7. Special Award:

Media ReportingThe is an award for excellence in journalism. It recognises the individual or organisation that has provided impactful and insightful coverage of corporate social responsibility programmes.


For the best overall CSR programme.


The prestigious Prime Minister’s CSR Awards, launched by the Ministry of Women, Family and Community Development in 2007, aims to recognise companies that have made a difference to the communities in which they operate through their Corporate Social Responsibility (CSR) programmes.

Today, more companies than ever before are recognising the significance and value of integrating CSR into all aspects of their business operations and decision-making processes. Communities are being seen as more than just a market for the roll-out of products and services. The long-term growth and profitability of companies are inextricably linked to the sustainability of their processes and resources, and the well-being of the community.

The Prime Minister’s CSR Awards is the nation’s highest recognition of corporate organisations that have had a significant and positive impact on the lives of people around them. CSR programmes considered for the Awards should therefore demonstrate the company’s commitment to, and respect for, communities and their environment.
Submit your registration form and submission by September 30 2007 to be considered for the inaugural award.

For more information please visit

The Winners 2007

The Anugerah CSR Perdana Menteri 2007 - DiGi Telecommunications Sdn Bhd


1. Community & Social Welfare


Intel Technology Sdn Bhd Intel Technology’s CSR initiatives began 10 years ago with its Adopt a Child programme which funds homes for children. Over the years, it has invested more into CSR and today, the company runs a Back to School Program providing children with school basics; a Volunteer Matching Grant Program which sees employees giving tuition and taking part in school projects; and a PC Pal Program in which employees keep in email contact with students to improve their English and IT skills. In addition, Intel runs four community centres in Penang.

Honourable Mention:

CIMB Group Sdn BhdCIMB encourages its customers to propose Community Link projects. It then allocates funds for the projects, while customers contribute by transacting with the bank. These projects have included the purchase of vans and essential supplies for homes for the disabled, medical camps for the underprivileged, the purchase of dialysis machines, the construction of wheelchair ramps, academic awards, and computers for schools. CIMB has also supported sports development and assistance to flood victims.

Honourable Mention:

Procter & Gamble (M) Sdn BhdP & G Malaysia started contributing towards special needs children with its Open Minds project in 1999. From 1999 to 2004, it contributed RM4 million to help 3,000 autistic and dyslexic children in 57 schools and special education centres nationwide. In 2005/2006, the company raised RM2 million for 10 beneficiary organisations. P & G is now in the process of developing a national special education blueprint. It is also helping to develop a model school to educate special needs children.

2. Education


PETRONAS Education DivisionPETRONAS’ education programme is implemented through well-established institutions such as PETROsains, the Petroleum Resource Centre, Education Sponsorship Unit (ESU), Universiti Teknologi PETRONAS, PMTSB, PERMATA and the Malaysian Maritime Academy (ALAM). The corporation has managed to enrich the lives of a wide cross section of the community with the experiential learning provided and exposure to best practices.

Honourable Mention:

ECM Libra Avenue BhdThe investment banking group’s CSR projects range from the provision of scholarships and upgrading school facilities to establishing computer labs, upscaling vocational training, and supporting the organisation of workshops and seminars. Its CSR initiatives are funded by a special foundation set up in 2004, the same year the group was established.

Honourable Mention:

Maxis Communications BhdMaxis’ education programme is a fine example of how corporations can help bridge the digital divide. It leverages on communications technologies to create fresh learning experiences in the community. To date, Maxis training programmes have impacted more than 2,000 teachers and close to 5,000 children. Some RM15 million has been invested in this programme, initiated in 2002, which focuses on education, ICT and youth.

3. Environment

BP in Malaysia BP has since 1999 collaborated with the Fisheries Department & WWF to set up and run the Ma’Daerah Turtle Sanctuary in Terengganu. Successful lobbying by the group has resulted in the State Government agreeing to gazette 25 hectares of beach at Ma’Daerah. In addition, awareness building and fund raising activities, particularly among students & youth, have spread the conservation message to the wider Malaysian society.

Honourable Mention:

IJM Corporation BhdIJM has adopted best environmental practices across all its activities. This includes erosion and sedimentation control, water pollution and flood control, air pollution control, noise control, waste management and integrated pest management. In addition, it has launched environmental & ecological conservation initiatives. These include the protection of Bukit Pandan and Jalan Kuari homes from flooding caused by an earlier development, a trek to clean up Gunung Ledang and contribution of Eco Coir Logs to maintain the slopes and trails. It has also initiated a carbon sequestration programme, forest planting, water conservation programmes and projects to protect birds and their habitat.

Honourable Mention:

Puncak Niaga Sdn Bhd Puncak Niaga has been running water conservation projects in schools since 1998, beginning with its Briged Penyelamat Sungai. Over 6,000 schoolchildren have benefitted from the various educational programmes implemented over the last 10 years, enjoying especially the hands-on approach adopted. Puncak Niaga has even set up a team dedicated to manage its environment programmes, ensuring their success and long-term impact.

4. Culture & Heritage


DiGi Telecommunications Sdn Bhd DiGi’s Amazing Malaysians is a heritage preservation programme targeted at youth in rural communities. It consists of five projects a year, each project running the course of three months during which youth work closely with a heritage practitioner. The projects have inevitably drawn the interest of the children’s principals, teachers, families and communities. Often, NGOs and heritage-related organisations have also been inspired to lend their skills and expertise to the projects.

Honourable Mention:

Astro All Asia Networks plcAstro dedicates airtime (more than RM6 million in the past year) to promote local theatre, music and dance groups. It supports theatrical productions of Sutra Dance Theatre, Five Arts Centre & Dramalab. Astro is also a founding member of the KL Performing Arts Centre. It introduced the KrishenJit-Astro Fund to provide deserving arts practitioners with financial aid; and has initiated an Indian Music Training Programme to deepen the skills and knowledge of local musicians via train-the-trainers workshops.

Honourable Mention:

International Music HouseSince 2000, IMH has been promoting traditional Sarawakian music, by providing underprivileged children with sponsorships to learn how to play musical instruments; supporting ethnic musicians; and enabling research into, and documentation of, Sarawakian ethnic music. The formation of the group Ethnica, who play at important functions, further ensures the survival of indigenous Sarawakian songs and music.

5. Small Company CSR


Masterskill College of Nursing & Health The college provides research grants, offers scholarships to needy children and orang asli, sponsors medical and healthcare equipment for homes, supports community and social activities, contributes manpower, intellectual expertise and advisory services, conducts community-based training at charitable homes and encourages student activities that involve giving back to society.

Honourable Mention:

Nu Skin (M) Sdn BhdNu Skin has been working with underprivileged children in Sentul, providing basic necessities such as education, healthcare, food and a better living environment. Its mission is to create a better world for children, preserving traditional cultures and protecting fragile environments. Ongoing since 2003, this programme has benefited 240 children, and the number keeps growing.

Honourable Mention:

Rampai Niaga Sdn Bhd (The Body Shop)The Body Shop has been working on social issues since 1985. In the 2006/2007 period, they continued with the Stop Violence against Women campaign, which was started eight years ago, and introduced education campaigns to create awareness on global warming, HIV/AIDS and domestic violence. The company also started a petition campaign to gazette the Belum-Temengor area as a national park (see Environment category).

6. Best Workplace Practices


DiGi Telecommunications Sdn Bhd To ensure a real sense of community within the company, DiGi has over the last three years adopted a flatter organisational structure. Its philosophy of transparency, equality and innovation is demonstrated in the way the new HQ has been built, with no designated offices. Further, all DiGi employees receive equal privileges, such as the same medical coverage, same travel benefits, same annual leave, and same EPF contributions. They also all fly the same class and stay in the same hotel when going away on work.

Honourable Mention:

Accenture Solutions Sdn BhdAccenture has adopted numerous initiatives to create a better, more balanced work environment for its employees. This includes flexible work arrangements for all, mentoring programmes for women, a Maternity Returners Program, the Internal Accenture Web Portal resource, and Local Women’s Networking Groups. Embedded in its corporate philosophy are the principles of equity and justice in terms of employment.

Honourable Mention:

MaybankMaybank builds its policies, programmes and services around its employees, recognizing that they lie at the core of the company’s success. Many employees see the bank as their first and last employer. Good group synergy has been created by leveraging on the wide diversity of employees who come from different educational, ethnic, geographical and religious backgrounds.

7. Special Award: Media Reporting

New Straits Times Sdn Bhd The New Sunday Times has covered a wide range of subjects to spotlight CSR efforts and issues being undertaken across the country. By focusing on outstanding personalities in the community, the paper has highlighted efforts to conserve art and culture that are on the brink of extinction, efforts to develop Malaysia’s theatre and film industry, environmental conservation, sporting excellence, challenges of the physically and mentally disabled, etc.

TV3 TV3’s news and current affairs as well as its 360 Magazine programme highlight various issues that impact the community. The news and current affairs programmes have put the spotlight on various cases of rights infringement, such as housebuyers who have been cheated by their developers. 360 Magazine, meanwhile, has covered the plight of street people, child labour and Mat Rempits, seeking to understand and put into perspective these phenomena