DiGi launches next phase of Corporate Social Responsibility Programme - DiGi's Amazing Malaysians
Programme aims to promote and preserve Malaysian heritage
Kuala Lumpur, January 19, 2005 - DiGi Telecommunications Sdn Bhd today launch its nationwide corporate social responsibility programme in a big way at the prestigious and historical grounds of Seri Negara Carcosa. Employing the services of five elephants for this launch, DiGi embarks on a heritage trail with its latest project called DiGi's Amazing Malaysians.
DiGi's Amazing Malaysians comes under the DiGi Yellow Mobile umbrella - a community programme that started two years ago to provide underprivileged children with an enriching learning experience of Malaysia's arts and culture. DiGi's Amazing Malaysians programme was officiated by YBhg. Dato' V. Danapalan, Chairman of Malaysian Communications and Multimedia Commission, Mr. Jon Baksaas, Chief Executive Officer of Telenor, and led by Mr. Morten Lundal, Chief Executive Officer of DiGi.
The programme is aimed at reviving and preserving the country's cultural and natural heritage through the work of individual Malaysians. At the same time, it aims to inspire young Malaysians, namely, children to have a deeper understanding and appreciation of their inheritance.
Speaking at the launch, DiGi's Chief Executive Officer, Mr Morten Lundal said that DiGi's Amazing Malaysians programme is one of DiGi's most important investments to date. "In various ways we can all see ourselves as a bridge between the past and the future. Good or bad, big or small, important or not, we are a link between what has been and what is to come. We are all a product of the past, and we all influence the future. So when it comes to our cultural and environmental heritage, there are many bridges that need to be strengthened and reinforced," said Lundal.
Lundal further adds that the involvement of children is essential to this programme. "We want to identify unique individuals who are carrying niche traditions on their backs. And we want to engage children - many of whom are underprivileged - to learn from these individuals, and in doing so, themselves become part of the effort to strengthen the bridge between the past and the future," explained Lundal before unveiling of the Amazing Malaysian projects.
For this year, DiGi has earmarked 5 Amazing Malaysian projects of which each project will involve 50 to 100 underprivileged children. The children will learn the necessary skill sets from an Amazing Malaysian to develop a specific project. These special youngsters will be given an opportunity at the end of their apprenticeship to showcase their completed project.
The programme kicks off in March with the first stop in Terengganu. Themed The Traditional Architect of Terengganu, where the children will learn to restore old kampung houses.
Malaysian Communications and Multimedia Commission's Chairman, YBhg. Dato' V. Danapalan congratulated DiGi on the launch of its latest DiGi Yellow Mobile programme. He commented that the country's progress is largely due to strategic partnerships of companies and communities. " .culture and tradition shape and define the character of society. I believe it is this character that creates a conducive operating environment for businesses to grow and proliferate. Our cultural assets therefore need to be maintained, developed and renewed. In other words, it makes great business sense to put resources into preserving and promoting culture and heritage," said YBhg. Dato' Danapalan.
DiGi with approximately 3 million customers is committed to giving back to the community by channeling financial resources into community initiatives such as DiGi's Amazing Malaysians.
"We will not just add focus to various projects, but also direct financial support in order to give the initiatives renewed momentum," added Lundal before tying the programme back to DiGi's business. "The DiGi Yellow Mobile programme takes us deeper into the countryside in a year when we are investing an unprecedented amount in coverage expansion. There are strong elements of simplicity and innovation in the efforts of the Amazing Malaysians; these are treasured values also in DiGi. And there is an element of surprise in this process for all of us, and that is also what we see as a desired outcome when people meet DiGi: that they should learn to expect the unexpected," he surmised.
DiGi is a leading mobile communications company providing a comprehensive range of affordable, convenient and easy to use wireless services to simplify and enrich the lives of its customers. We create value for our customers by selecting the most appropriate cutting edge technology so that they benefit from products and services that give them choice, convenience and control.
We have an established presence as a leader in voice and data prepaid services with a number of firsts that have set industry benchmarks for creativity and innovation. These services are offered under the Beyond Prepaid brand name. Our postpaid service under the Horizon Postpaid and Discover Business Solutions brand names deliver high quality voice as well as value-added mobile content and data services to both individual and corporate customers.