The global business landscape has seen a paradigm shift towards corporate social responsibility (CSR), with companies recognizing the importance of giving back to the communities that sustain their operations.
In Kenya, this trend has gained momentum, and one exemplary corporate entity leading the charge is LG Electronics. Through its commitment to charitable initiatives, LG Electronics has become a shining example of how corporations can make a positive impact on society while maintaining a successful business model.
Kenya, like many other developing nations, faces various socio-economic challenges, including poverty, inadequate healthcare, and limited access to education.
Corporations, being integral parts of these societies, have a responsibility to contribute to addressing these issues. Engaging in CSR initiatives not only helps to improve the lives of the less fortunate but also enhances a company’s reputation, fosters employee morale, and contributes to the overall well-being of the community.
LG Electronics, a global leader in technology and electronics, has seamlessly integrated CSR into its business ethos. The company has gone beyond the traditional business model by actively participating in various charitable initiatives that address key societal challenges in Kenya.
The electronic giant has played a pivotal role in supporting healthcare initiatives in Kenya. This includes partnerships with local hospitals and health organizations to provide medical equipment, sponsor health camps, and raise awareness about prevalent health issues.
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What is more, recognizing the importance of education in societal development, LG Electronics has invested in initiatives aimed at improving access to quality education. The company has sponsored scholarship programs, built educational infrastructure, and supported skill development projects, ensuring that the youth are equipped with the tools they need for a brighter future.
Talking of support towards education in Kenya, LG Electronics East Africa has announced the successful culmination of its ‘Smile with LG’ campaign’ which raised a total of 6 million shillings to benefit community projects.
The campaign, which ran from November to December 2023, showcased LG’s commitment to making a positive impact on society.
The ‘Smile with LG’ initiative encouraged LG customers to vote for a charitable cause upon purchasing eligible LG home appliances.
Voting took place on the LG.Com website through the dedicated ‘Smile with LG’ platform, with each vote contributing Kshs5,000 towards the total donation. This innovative approach engaged LG customers and empowered them to play an active role in supporting worthy causes.
LG partnered with the Rotary Club of Nairobi Madaraka and the Rotaract Club of the University of Nairobi (UoN) Afya to ensure that the funds raised were channeled towards impactful projects addressing critical community needs. This collaborative effort reinforced LG’s dedication to corporate social responsibility and highlights the brand’s commitment to creating a positive and lasting impact in the East African region.
Speaking about the successful campaign, LG’s Managing Director for East Africa, Dongwon Lee, expressed gratitude to the LG community for their enthusiastic participation.
“We are humbled to witness the generosity and compassion of our customers who actively participated in the ‘Smile with LG’ campaign. Together with our esteemed partners, the Rotary Club of Nairobi Madaraka and the Rotaract Club of UoN Afya, we are honored to hand over the proceeds of the campaign to initiatives that make a meaningful difference in our communities,” he said.
Rotary Club of Nairobi Madaraka President, Rotarian Joel Wandurwa, expressed his gratitude for the donation saying: “We extend our heartfelt gratitude to LG Electronics East Africa and all the LG customers who took part in the ‘Smile with LG’ campaign. Your generosity has enabled us to further our mission of addressing critical community needs. Together, we are making a positive impact and creating a brighter future for those in need. Thank you for embracing the spirit of giving and for being catalysts for positive change.”
The funds will be split amongst the following three beneficiary institutions: Gathiga Childrent’s Hope Home (Kshs3,150,000); The Maktaba Project (Kshs582,000), and Oldorko Mosiro Primary School (Kshs2,268,000).
Based in Kenya’s Kiambu County Gathiga Children’s Hope Home is a Non-Profit Organization in Kenya, dedicated to helping street children who are orphaned, abandoned, abused, or forced out of their homes due to the inability of their families to cater to their basic needs.
The Maktaba Project is a literacy initiative by two Rotary Clubs: Dundas Valley Sunrise and Nairobi Madaraka. The initiative aims to equip needy schools with functioning libraries.
Meanwhile, Oldorko Mosiro Primary School provides sanctuary for children escaping early marriages, female genital mutilation, forced labor, and parental cruelty.
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