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Historically, CDL’s
strong corporate culture of giving was influenced by the
late founder of our parent Hong Leong Group, Mr Kwek Hong
Png, who strongly believed in the importance of sharing
the success of the Company with the community.
Driven by a genuine concern
for society, CDL’s commitment in CSR has grown extensively.
The management approach to CDL’s community efforts
extends beyond the traditional confines of only philanthropy.
Believing in a more dynamic and engaged approach, CDL’s
efforts draw on our resources and make the most of our experience,
knowledge and extensive network to embark on community programmes
in a meaningful and impactful manner.
While there are many
worthy areas to support, we remain focused on our goal towards
sustainability. CDL’s community involvement covers
4 major areas – the needy and less fortunate, the
environment, youth development and the arts. We have contributed
generously and widely towards these causes.
To effectively engage
the community, we have been a strong supporter of the government’s
3P Partnership Model with efforts that encompass the People,
Private and Public sectors.
By working closely with
the government, non-governmental agencies, public and private
organisations on wide-ranging community initiatives, our
synergistic collaborations can bring about better and more
effective programmes resulting in even greater benefits
for the community.
CDL has cultivated an
engaged workforce through our employee volunteer programme
City Sunshine Club (CSC) which was initiated in 1999. CSC
facilitates and encourages employees and their families
to participate in voluntary work.
A dynamic "pro-giving"
environment has also been instrumental in inspiring the
employees to actively engage in community work. In 2005
and 2006, 70% of employees volunteered a total of over 6,000
volunteer manhours, most of which were generously undertaken
by employees in their own personal time. The high number
of hours can be attributed to the overwhelming participation
of volunteers during the tsunami crisis in 2005 when a collection
centre, manned largely by our employees for one week, was
set up with NGO Mercy Relief for the public to drop off
supplies and donations. In 2007, participation rate was
maintained with some 2,242 manhours contributed. It is our
goal to exceed this number in 2008 by committing to a number
of key community activities.
In addition to the many
community activities facilitated by CSC, volunteers also
run regular programmes targeted at the disadvantaged elderly
and youth-at-risk.
Befriending the elderly
since 1999, CDL volunteers spend time with the needy elderly
who live in 1-bedroom public housing apartments every month.
Besides offering them the basic necessities, they extend
their friendship and care. The volunteers also organise
festive outings and fun activities, and even visit them
when they are in the hospital so as to bring cheer to these
lonely elderly.
Some CDL volunteers have
been trained to handle and mentor children-at-risk since
2004. The volunteers are equipped to conduct lessons for
children on character building and values. They also provide
English enrichment classes and tuition lessons to help the
children prepare for their exams.
In February 2007, CSC
expanded its youth programme to include the youths at Kolam
Ayer, volunteering at Viriya Community Services. For the
first time, CSC also helped to organise a stay-in character
building camp at the SAF Yacht Club for these less-privileged
youths.
As society makes great
strides in development and growth, there will always be
some unfortunate segments who will lag behind. CDL makes
it a priority to be involved in a wide range of charity-related
activities to elevate the lives of the less unfortunate
amongst the community as part of our efforts to also "pay
it forward". Hopefully, the lives of those we touch
will also in turn touch someone else's.
Furthermore, CDL has kept
close to our heart many long-standing beneficiaries and
helped spread much goodwill and cheer with a host of activities
round the year.
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| CSC
is engaged in a wide range of community activities
that include the disadvantaged. |
In 2007, for 2 weeks in
May, CDL employees rendered their time and effort, giving
up lunch hours to help sell Duck Adoption Certificates for
the Great Singapore Duck Race to the public with booth stations
outside CDL buildings in the Central Business District.
Employees also contributed by approaching their business
associates for donations and some S$15,000 raised went to
Touch Community Services, a non-profit organisation which
runs extensive programmes in aid of those in need.
In July 2007, CSC volunteers
together with Boy’s Brigade (BB), accompanied 180
beneficiaries, young and old, from 7 welfare organisations
on a historic trail around Singapore's city centre. This
event was held in conjunction with the launch of the BB
Cares Programme in support of President’s Challenge.
Besides volunteers, CDL also sponsored the cost of the tours,
the goodie bags and refreshments.
CDL has also been a strong
supporter of Assisi Hospice since 1999. For details, please
refer to page 3 of this
section.
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