After the enactment of Companies Act 2013, 8000 possible companies have to comply by it from April 1st 2014 or else pay the penalties. But how many of them has till date explored the vital role of media in social innovations, awareness generation and dissemination of socially responsible technologies embedding CSR strategies in business development. Hardly there would be handful number of such activities undertaken. We have seen how a few brands have advertised their products integrating the social developmental aspects in the advertisement. The advertisement of Coca Cola ” Ummido Wali Dhoop” showcases social development initiative and that of Aircel’s Save our Tiger showcases conservation of our biodiversity. Nissan, Colgate, Dettol and various contraceptive brands do promote environmental conservation, health care inventiveness while marketing their products.
Media has a major position in social impact assessment and developing innovative initiatives through various strategies like using social networking sites and creation of apps. A few examples of how media and its applications have played a major role in developing environmental conservation, health enhancement initiatives, promoted education and generated livelihood in the west are as follows: Sony and WWF had developed a U+ app which has initiated access of opportunities for volunteers who are socially motivated. Such a kind of initiative by the corporate sector would help them avail expert and motivated human resources, and CSOs to carry out CSR related activities in the inaccessible regions of India. Programs by Intel like ” Girl Rising” had helped in women empowerment through funding their education and livelihood generation as well as main streaming them. These have been done through community participation and adaption. Films made on this initiative are screened across the world for inspiring, motivating, fundraising and awareness generation. The corporate sector can very well likewise take the help of media towards creating social awareness, make innovative films and documentaries on situation analysis, intervention needs, impact assessment Their exemplary schemes and its film screening will definitely help in awareness generation of community members and CSOs to build ideas and implement them towards equitable socio-economic development. Livelihood opportunity generation through PPP models, environment conservation drives through JFMs can be effectively implemented through media propaganda.
United States Environmental Protection Agency UNEPA has developed various web enabled and mobile apps which can help in reducing carbon foot print, reduce wastage of food and get access to education and various health facilities. There are apps which will inform you to car pool people on the way from your neighborhood to your office complex. There are apps which inform you about food nutrients, requirements, money required to be spent, the most green retailers and the nearest dealer, reduce fuel consumption, provides weather and flood prediction information, nearest dealers and recycling drop-off facilities. Many other apps help in advising you to reuse and repair different products at home, get health related information and medical prescription, identify various species in your surroundings, give tips on eco -tourism initiatives, estimate renewable energy options in your locality, sense earthquake and cyclonic strengths. The list would go on and on. All these apps can be definitely modified and incorporated in both rural and urban scenario. Why don’t we have an app that tells farmers about the amount of biomass that can be produced from the types and quantities of crops produced in his vernacular. Why can’t we have an app that tells which renewable source of energy should be developed in a particular region based on its climatic conditions. Ekduniya web services have made several ICT enable tools for advocacy about rights on MGNREGA, capacity building, health initiatives etc. But we need to make our community members tech-savvy, especially the coming generation. Here too mobile, computer manufacturers, telecommunication providers need to use media and the CSR initiatives to bring in a revolution. When India today is using social network, media and apps to propagate about its political requirements, so will media play a leading role to bring about a revolution on the sustainable development front.
Fiinovation innovatively uses media and social networking to engage participation of its employees, clients and others in discussing social, health, educational and environmental issues of national and global level. Fiinovation inculcates this practice of discussion about social innovations among its employees. Through its blogs, facebook, twitter, linkedin, newsfeed platforms it advocates on different national and international days of environmental and social concern. Fiinovation also engages in sharing technological innovations and developmental ideas with its avid customers.
By – Dr.Abira Dutta Roy