THE GOLD STANDARD AWARD FOR CORPORATE CITIZENSHIP – REGIONAL PROGRAMME
TheWinner: Friesland Campina: Drink.Move.BeStrong
Award Exclusively Sponsored By:
According to the United Nations, about 104 million children around the world are underweight while 43 million suffer from obesity. This is exacerbated by 38 million annual deaths from non-communicable diseases (NCDs). Tackling this situation is among the priorities of the UN and the World Health Organisation. FrieslandCampina, as one of the world’s leading dairy companies, believes it has an important role to play in meeting these goals, in particular the quest “to end hunger, achieve food security and improve nutrition” and the need “to ensure healthy lives and promote wellbeing”.
In South East Asia, it has established public and private partnerships to address the challenge.
Aware of the need to promote healthy, nutritious diets and active lifestyles, and conscious that the only way to have a meaningful impact was through multi-stakeholder partnerships, FrieslandCampina launched its Drink.Move.BeStrong (DMBS) campaign across South East Asia in 2014, enlisting the help of nutritionists, education ministries, media, schools and parents among others.
It commissioned research into nutrition as part of its programme, spreading the word with educational toolkits and materials. It set up a school milk programme, providing a carton a day to schoolchildren; partnered with Junior NBA to encourage children to engage in physical activity through basketball clinics; and launched a campaign in 2015 to get families to eat a nutritious breakfast together at the start of the day.
In Singapore, where the “Breakfast Campaign” was launched in collaboration with the Ministry of Social and Family Development, FrieslandCampina organised a mass family event in March 2016, using breakfast as an occasion for family bonding.
Studies had shown that the average Malaysian adult was not consuming the recommended amount of dairy, so “Milk Mornings” were introduced there as a way of encouraging the intake of milk at breakfast, to give adults as well as young children a boost for the day ahead.
A 2015 study by the University Putra Malaysia found the social media campaign that was run to promote the campaign had had a positive impact in terms of the number of schools participating. Hence, in 2016, a web portal was created to allow schools to download material and games to run DMBS-related activities in schools, extending the reach of the movement.
Drink.Move.BeStrong demonstrates FrieslandCampina Asia’s commitment to improving the health of people across the region. Between February 2015 and August 2016, the Junior NBA programmes saw an increase of 45 per cent in participation from children and coaches. The School Milk Programme reached more than 890,000 children in 2015.
The award was presented by Ruder Finn Chairman Jean-Michel Dumont to Friesland Campina’s Hendro Poedjono at the gala reception in Hong Kong on December 1
Ruder Finn Asia is proud to sponsor The 2016 Gold Standard Awards. Founded in 1989, Ruder Finn Asia is the Asia-Pacific subsidiary of New York-based Ruder Finn, the leading independent global public relations consulting firm. Growing at an average of 25 percent every year since 2000, Ruder Finn Asia today employs close to 300 consultants in Asia-Pacific and has offices in Beijing, Shanghai, Guangzhou, Hong Kong, Singapore, Mumbai, New Delhi and Bangalore.
The firm is represented across all other regional markets through a network of high quality affiliates. Ruder Finn Asia’s business centers on four strategic pillars: Corporate & Public Trust, Global Connectivity, Health & Wellness and Life+Style. The firm offers expertise in reputation management, digital and social marketing strategy, crisis communication, employee engagement, design and executive skills training.
Ruder Finn Asia is also supported by award winning digital practice, RFI Studios; INSIGHT, which provides training as well as research on trends, producing the annual China Luxury Forecast; and Activation, a unique practice which establishes creative partnership opportunities.