The fourth edition of Dentsu Aegis Network’s corporate social responsibility (CSR) initiative, ‘One Day for Change’, was conducted across all its offices in India, including Mumbai, New Delhi, Bangalore, Kolkata, Chennai and Kochi. This year’s ‘Tools for School’ project centred its efforts on education with focus to empower underprivileged children across the country, reaching out to 2,000 kids. It tied up with 13 NGOs in an attempt to provide school kits such as note books, lunch boxes, water bottles and other amenities that directly and indirectly impact a child’s education.
‘One Day for Change’ is an annual social commitment, where employees from each of the countries are encouraged to go out and volunteer on the same day. Dentsu Aegis Network recently launched its CSR advisory to facilitate corporate investments by companies in corporate social responsibly through insights and a brand-led approach.
In 2014, Dentsu Aegis Network had decided to spread cheers with ‘One Day for Change’, when 1,200 employees visited child welfare homes, orphanages and old age homes in five cities in order to encourage all employees to give one day of their time to support a cause or charity. The network partnered with an NGO and distributed raincoats, ponchos and chocolates to communities ranging from traffic police to dabbawalas to hawkers, workers and labourers.
Similarly, in 2016, Dentsu organised its third edition of the CSR programme held across four categories -- digital, education, health and entertainment -- with Bollywood actor Sanjay Dutt as the chief guest. Over 1,500 employees volunteered in India, contributing 6,000 staff hours. While the final numbers are still trickling in, it is estimated that in 2017 in India 1,750 employees volunteered over 5,000 staff hours for the ODFC initiative.
Commenting on the initiative, Ashish Bhasin, Chairman and CEO, South Asia, Dentsu Aegis Network, said, “A significant number of children in the primary years drop out of school and the chief reasons for this are poverty and accessibility. Therefore, this year for our ‘One Day for Change’, we decided to focus on education. After all, no country can move forward unless it is 100 per cent literate. We partnered with Bitgiving to raise funds to utilise for our project -- Tools for School.”