Ever mindful of its corporate responsibilities towards society, Dubai Aluminium, DUBAL, the entirely state-owned corporation that owns and operates the world’s largest primary aluminium smelter using pre-bake anode technology, encourages a culture of giving through volunteering by giving its employees opportunities to touch and change people’s lives. A case in point is a recent three-pronged internal campaign, whereby AED 250,000 was raised for Dubai Autism Center, DAC, including a direct cash injection from the company, targeted specifically at DAC’s project to construct a newer, bigger and better treatment center that can accommodate more children with autism in the UAE.
Driven by the slogan “Their passion … our support”, the three campaign elements comprised:
A souk, held at DUBAL’s Mosque Tent from 27 May to 2 June 2012, whereby diverse vendors promoted their products at attractive prices and generously donated 10 per cent of their profits to DAC. The participating vendors included Splash, Comfort Corner, Mumzworld, Life Style, VOX Cinemas, Dubai Dolphinarium, Jewel Trading, Al Batra Gift Box Trading, Wild Wadi, Al Hathboor International (Avon) and International Centre for Culinary Arts. More than 1,200 DUBAL employees visited the souk, several in the company of family members.
A payroll deduction initiative, whereby DUBAL employees could voluntarily contribute an amount, deducted from their salary payment.
A gala dinner, held at Taj Palace Hotel, Deira, on 22 June 2012 that was attended by about 300 people. Several suppliers joined forces with DUBAL for the event by sponsoring tables at the dinner and/or sponsoring valuable items that were either auctioned or used as prizes in a raffle draw. These fund-raising partners included Kuehne & Nagel Management Middle East (FZE), ISIT, GE, SNC Lavalin Europe BV, ENOC Commercial and Distribution LLC, Emirates Heavy Engineering, Chungath Jewellery, Life Health Group, Grosvenor House, J W Marriott and Bhatia Brothers FZE. All proceeds from the dinner went directly to DAC.
Speaking at the gala dinner, Mohammed Yahya, Manager: Corporate Relations & International Affairs said, “Involving our employees in DUBAL’s corporate social responsibility initiatives has had considerable impact. Not only does it give them opportunities to channel their efforts in this area, but also adds value by enabling DUBAL to become more directly involved in the needs of the society, especially as many employees’ family members also participate in our outreach activities. The approach highlights DUBAL’s core brand value of caring to people outside our organization, and facilitates greater impact – as this fund-raising campaign for Dubai Autism Center demonstrates.”
Yahya added that DUBAL has supported Dubai Autism Center in several ways since 2009. “Over the years, our activities have included helping to raise awareness of autism, raising funds, providing skills training and development opportunities to the center’s administration personnel, rebuilding their warehouse and implementing a stock management system,” he explained. “In every instance, we’ve engaged our employees and encouraged their active participation. A key vehicle in this regard is the DUBAL CSR Club, established in 2009, which has created a pool of employees who are eager and willing to demonstrate their individual support for DUBAL’s corporate social responsibility efforts, share their ideas, and serve the community through initiatives that benefit worthy causes, thereby making our society a better place.”
Acknowledging the valuable contribution made by the vendors and suppliers who supported this year’s DAC fund-raising campaign, Yahya said, “As in all other aspects of our business, partnering with others enabled us to go further and achieve more. Together, we raised a considerable amount of money, which will be put to good use in DAC’s new treatment center – ultimately contributing to the social empowerment of autistic children.”