CSR of VODAFONE It appears that CSR is the new focus of the Middle East - this was brought to light

again in the recent Conference on CSR where Vodafone Qatar CEO showcased the company's CSR profile. Organized by the Qatar Ministry of Business and Trade the conference aimed to lay the foundations to apply the principles of social responsibility in Qatari companies, as well as developing recommendations to implement these standards locally. Vodafone has been pretty prominent with its CSR initiatives. Last year Vodafone Ireland won the Outstanding Achievement in CSR Award given by the Irish Chambers for their initiatives. They were recognizes primarily for the 'World of Difference' project and also reducing their carbon emissions by 34%. ''Our report shows that going green can generate savings, which makes sound business sense," said Vodafone CSR manager Laura Turkington at that time. The company has rolled out several CSR initiatives across its global operations. Earlier this year, Vodafone launched its first mobile recycling programme in all its retail stores and started recycling all unused posters, flyers, brochures and other obsolete promotion material. They have also launched an eco-friendly SIM packs made of 100% recyclable material, including biodegradable scratch cards. The 'World of Difference' project is their flagship programme and in Qatar has given four people the opportunity to work for a local cause of their choice with their costs paid by Vodafone for one full year. They have also partnered with Reach Out To Asia, Qatar Charity and the Qatar Red Crescent to work together to create and implement charitable and socially beneficial initiatives. In the lead up to the Commonwealth Games in Delhi, Vodafone has associated itself with the introduction of the e-rick. These hybrid vehicles designed Eco-Activate, offers a pollution free alternative mode of transportation in the national capital. In India, they have been involved in several environmental and community projects - back in 2007 they committed $10 million to the Vodafone India Foundation. The foundation focuses on partnering with NGOs and providing support for projects associated with providing education for young people across India, enabling the development of higher skill sets. In Ghana they have donated rescue boats to the National Disaster Management Organization along with life-jackets and other equipment in lieu of the recent floods. The Vodafone Ghana Foundation is also involved in not only providing rescue equipment but also helping the 35,000 people have been displaced in that area. Vodafone Turkey is the fastest growing market and no doubt they will be extending their CSR initiatives there as well. Vodafone's CSR activities extends to every country they operate in and they have been consistently winning top industrial awards for their work in various countries. At Vodafone CSR is not just an 'add-on' but incorporated into their way of doing business. In 2010 they launched a programme called 'The Vodafone Way' which is "about being an admired company in the eyes of our customers, shareholders and employees by operating with speed, simplicity and trust." This core principle also extends to their CSR activities which according to their 2010 report seems to be extensive and admirable.