Lusaka-based airline Proflight Zambia has unveiled a ground-breaking social investment strategy in a move that sets new standards in corporate social responsibility (CSR).
The company has supported worthy causes and charitable events throughout it 23-year history, but has now formally launched a CSR approach that looks set to become the model for corporates countrywide.
The model was announced today (June 5) at Proflight’s annual Women’s Breakfast, this year held at Alliance Française in Lusaka and attended by some 60 high-flying women representing business, the public sector and charitable organisations.
“Proflight Zambia takes enormous pride in supporting charities and other organisations that do great work to help the less fortunate in our society, protect and conserve the environment, or uplift the economic well-being of the country,” said Proflight Director of Government and Industry Affairs Captain Philip Lemba.
As do many companies, Proflight receives a large number of requests for sponsorship, donations and support every year. Dealing with these requests can be difficult and time-consuming, especially in the context of the limited budget that the airline has for supporting such a vast number of worthy causes, explained Capt. Lemba.
But this has now changed after the company spent more than a year formulating a social investment framework that aims to ensure its support to the community is carefully targeted to result in maximum impact in terms of social, economic or environmental returns.
The system is known as a triple-bottom line approach and follows a global standard for corporate giving.
Instead of opting to spread its finite resources thinly, Proflight has instead chosen ten well-respected and deserving local charities to support during the year: APTERS, Project Luangwa, Chikumbuso, Mnkhanya, Insaka, Game Rangers International, the Elephant Charge, Fly Spec, Conservation Lower Zambezi and Barefeet Theatre.
In a departure from its traditional Women’s Breakfast approach, Proflight this year decided to invite representatives from the ten charities to showcase their projects and engage with other potential supporters in an interactive way.
“The aim of the event is to raise the bar and set a new standard in Corporate Social Responsibility, showcasing the extraordinary work of our partner organisations and inspiring other companies to follow suit,” said Capt. Lemba.
The idea is for each invited charity to interact with the guests and show them what the charity does – in practical terms – and how individuals or companies can get involved.
Selection of these projects from such a long list of potential candidates aimed to identify organisations that had a direct connection with each of the domestic destinations to which Proflight Zambia flies: Lusaka, Livingstone, Mfuwe, Lower Zambezi, Ndola, Solwezi, Chipata, Mansa and Kasama.
Every quarter, Proflight Zambia selects a charity at one of its destinations. The current charity is Conservation Lower Zambezi (CLZ) based in Lower Zambezi National Park (Proflight destination Royal and Jeki.) CLZ is a Zambian non-governmental organisation committed to the conservation and sustainable use of the local wildlife and natural resources of the Lower Zambezi; CLZ assists the Zambia Wildlife Authority with domestic wildlife protection as well as promoting environmental education and human wildlife conflict solutions in local schools and communities.
As an example, Proflight recently engaged with APTERS to produce Proflight piggy banks made out of papier mâché to celebrate Youth Day. APTERS – based at the Univeristy Teaching Hospital (UTH) in Lusaka – is an organisation that uses old paper to make walking aids, prosthetics and other items to help children with disabilities as a result of cerebral palsy or other diseases.
APTERS were invited to showcase their work at the Proflight breakfast, where they brought paper, glue and paint, and encouraged the guests to roll up their sleeves and try their hand at making their own piggy bank.
“This is the type of interaction we are encouraging to get the audience involved with the charity and truly enjoy learning about these amazing organisations operating in Zambia for Zambia,” added Capt. Lemba.
For more information, please contact:
Gillian Langmead at Langmead & Baker Ltd;
Tel +260 979 060705;