Spotlight on good corporate citizenship in new SABC TV series

Kaelo - The Miracle Stories starts on the 26th January at 21h00 on SABC 2 and will run for 26 episodes, featuring emotive stories from a diverse range of companies along corporate social responsibility themes including education, health, job creation, community development, arts and culture and the environment.

"In 2004, corporate South Africa spent R2,4 billion on corporate social investment alone¹," says Rory Boyes-Varley, Kaelo Executive Producer and head of CSR communication solutions company Kaelo Worldwide Media (Pty) Ltd. "As a result, there are many phenomenal human interest stories that are compelling and dramatic, stories that need to be told. They are humanitarian, ingenious and inspiring, firmly rooted in the complex tapestry of South African society as we fight our own waves of Aids, poverty and unemployment."

The days where social spending was regarded as a noncore activity have gone and companies are under increased pressure from consumers and shareholders to contribute to social and community development. This is reflected in increased spending last year on corporate social investment initiatives, despite an almost 10% decrease in the collective profit figures of JSE-listed companies, according to a Trialogue report.

The imperative to engage in corporate social responsibility initiatives is inextricably entwined with reputational issues. "It is has been proven by the international Reputation Institute that corporate citizenship is a key facet of a company's emotional appeal, which in turn contributes to reputation," says Boyes-Varley. "There is a direct correlation between perceptions of a company's social responsibility with corporate sincerity, and numerous case studies prove the benefits of building their reputational capital through CSR initiatives."

Boyes-Varley says that companies not only need to reach shareholders and customers, but all stakeholders, and effective communication is vital. "Companies need to find ways to tell their stories beyond the annual report. It is however difficult to generate exposure for these important projects on mainstream media platforms. We aim to change this as we believe it is important to create awareness of initiatives in a broader audience, reaching all the stakeholders of South African companies."

"What is so special about the Kaelo programme is that companies' stories are told through the eyes of the beneficiaries where the benefits and successes are visibly illustrated and personalised, rather than from the boardroom."

Kaelo is a Tswana word meaning "to guide". The programme tells of the shift from philanthropy to sustainable initiatives, identifying successful corporate citizenship programs and aiming to build awareness of innovative models and approaches that are being used across the country. Each episode focuses on organisations and individuals that have excelled in corporate citizenship, motivating others to do the same.

"An important part of this programme is sharing best practices, building awareness and encouraging more co-ordination between corporates to ensure the sustainability of projects and to mobilize more of this kind of investment," says Boyes-Varley.

The series has been made possible through the sponsorship of First National Bank, Pick 'n Pay, the Transnet Foundation and the Telkom Foundation, all leaders in social responsibility initiatives. It is being produced by Frontiers Group Africa, and will be presented by Bronwyn Nielsen (Summit TV anchor) and Nothemba Maduma (SABC 2, SAFM).

"The SABC is committed to nation-building and to recognising the efforts of those who make valuable contributions to the development of South Africa," says Frontiers Group Africa Director Sandile Koza. "For that reason, we have been working with the SABC for some time to create the right platform to communicate the great work that corporates are doing in South African communities every day."

"From uplifting communities, to feeding the starving, educating the illiterate, championing the underprivileged and respecting the environment - the series takes you on a stirring journey through South African society and instills pride in the extraordinary things we undertake as a nation to overcome challenging circumstances," says Koza.

The Kaelo communications campaign does not stop at the television series and will include radio interviews, newspaper features, a website and a book featuring stories from the series, Kaelo - The Miracle Stories, to be produced by the publishers of best-seller "South Africa - The Good News".

Corporates still have the opportunity to submit stories as the series will run until June.

¹ - Trialogue Research 2004