Blue: Effecting sustainable and measurable change
Most micro finance institutions (MFIs) take pride in having a double bottom line (i.e. both financial and social) however the level of emphasis on the social mission varies among institutions. Africa’s largest micro-financier, Blue Financial Services (Blue), feels they are ideally suited to make a difference in the social and economic landscape in which they operate and so have a defined social mission to empower the communities where they have a presence. Although Blue’s product offering by default has a direct social impact on communities at large, these initiatives are aimed at effecting sustainable and measurable change. Although the return on investment need not always be financial, it can also be educational or social.
Blue's Corporate Social Investment (CSI) Division, headed by Sibonile Dube and Jennifer van der Merwe, is active with numerous initiatives across the board, from donating police motorcycles in Tanzania, to events that drive financial education, managing sustainable projects such as crèche upgrades/maintenance; supporting vegetable gardens; financing HIV AIDS programmes; providing water pumps that supply running water to rural areas; and supporting Reach for a Dream and winter warmer campaigns.
HIV and AIDS Programme
The company launched an HIV and AIDS programme in association with one if its major funders, the International Finance Corporation (IFC) to create both awareness and real change among employees and their families. “The way we're doing this,” says van der Merwe, “is by appointing 10 peer educators in each of the countries identified in our first phase of the project (in South Africa, Zambia and Botswana) and having them conduct educational sessions at forums in the community hall or Blue branch offices and also referring people to professional counselling. The peer educators will be highly instrumental in driving projects such as voluntary testing.”
The programme began with a survey which measured knowledge, attitude and behaviours around AIDS and how the different genders perceive the disease. The survey will act as a benchmark to measure the success of the programme and its effect on behavioural changes. An additional goal of the programme is to de-stigmatise HIV and AIDS. All internal communication tools are being used to ensure that learning material is disseminated to employees.
Currently the programme is in place in South Africa, Botswana and Zambia, and van der Merwe says they would like to be in a position to expand the project into the rest of the African countries where Blue will have a presence over the next few years.
“The introduction of the Employee Wellness initiatives, with specific interest in raising awareness about the prevention of and living with HIV and Aids,” Dube comments, “is one of Blue's adopted millennium development goals (MDG). Our other projects also touch on the MDGs such as education and environment.”
Education, Conservation and Environment
Blue views education, conservation and the environment in a serious light, with the latter two being another of their MDG key focal points.
Dube explains, “We are addressing the water issue in Malawi through our support of Roundabout Outdoor’s 'PlayPumps' – a merry-go-round, which pumps water as children play on the roundabout. The silos used to store the water have community health messages printed on them.”
There is a San community in Namibia that Blue has undertaken to look after. There are close to 100 children living on a farm that are benefitting from Blue’s quarterly food donations.
“In Lesotho,” continues Dube, “there is the Morapeli School for the disabled which inspires disabled people to learn basic business skills. Blue supplied the school with chicks to grow and then sell and after a while a system of sustainability was established. This project has empowered the disabled learners tremendously.”
“There are numerous examples of Blue Financial Services CSI initiatives, both in South Africa and on the continent,” concludes van der Merwe. “Blue is totally committed to assisting communities in the countries where we do business and we also have high employee engagement, where employees choose to help charities in their own way.”
In essence, Blue’s CSI efforts are founded on trust, long-term commitments and value driven partnerships.
For more information on Blue’s unique approach to Corporate Social Investment and current projects:
Contact Jennifer van der Merwe
Email: jenniferm@blue.co.za
Website: www.blue.co.za/SocialInvestment
