The idea of socially responsible business – Corporate Social Responsibility (CSR) has become an integral part of the business in recent years. Since the beginning of the coronavirus pandemic, the real significance of philanthropy and solidarity has come to the fore, and the “Clipping” agency has been investigating how the media reported on socially responsible business in the first quarter of 2021.
In the period from January 1 to March 31, 2021, the agency„Clipping is followed the media coverage of the 10 most visited portals (these are blic.rs, kurir.rs, b92.net, alo.rs, nova.rs, rs.n1info.com, mondo.rs, danas.rs, informer.rs and telegraf.rs po partner research on media consumption in Serbia by Smart Plus Research and Kliping from March 2021) on CSR activities of companies operating in Serbia.
Based on the writings of the mentioned internet portals, top 5 companies in the realized number of CSR activities in the first three months of 2021 are Mozzart, dm Serbia, Meridian, Mastercard and NIS.
The media reported that Mozzart, in addition to continuous support to health institutions (about one million euros were donated in 2020 in the fight against coronavirus), had several actions of help. More than 3 million dinars were collected through Mozzart’s “Humanitarian Ticket at Noon” to help institutions, mostly for the treatment of children, while the “Actors and Mozzart for You and Actors” campaign had a great impact, and more than 200,000 people watched the humanitarian performance „Balkan Spy ”from which funds were donated to drama artists.
On the occasion of March 8, the second-placed company dm Srbija donated goods worth 500,000 dinars to the Safe House in Belgrade, as well as gifts to mothers of children with special needs and women who donate blood (sources: Kurir.rs and Telegraf.rs). Also, according to the Kurir portal, dm is one of the initiators of the action of afforestation and raising environmental awareness of citizens through the project „Plant a tree. “
The analysis showed that the representatives of the business sector initiated initiatives and humanitarian actions, primarily in the light of the pandemic and its consequences, which shows that purpose of 25% of realized CSR activities concerning support for the health system. The companies most often expressed their support for the health care system through monetary donations to hospitals across the country, sick individuals, medical equipment, reconstructions of hospitals and health centers, and volunteering. Assistance in this period was also significant in the treatment of sick children (19%), segments of culture (11%) and education (8%), assistance to the socially disadvantaged (7%).
The most common kind of help is monetary (56%), while its most frequent users are children and communities (27% each). In addition to financial aid and gift packages, corporations have focused their socially responsible business through digital platforms for donating food to the poor, scholarships for gifted children, organizing scientific forums where experts spoke about topics that currently concern citizens the most, food donations to asylums and animal protection associations. .
Read the full text on the agency’s website Clipping Belgrade.
Author of the text: Jelena Nikolić, Media Analyst, Kliping Belgrade
Source: PORTAL by marketingmreza.rs.
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