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Airline raises the bar on corporate responsibility

Airline raises the bar on corporate responsibility

Airline raises the bar on corporate responsibility

In May this year Lusaka-based airline Proflight Zambia 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 on 5thJune 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.

The company has 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.

Selection of these projects 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.

More from this issue:
ZT17 (June 2014) - Main Menu
ZT17 (June 2014) - Full Content Listing

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