Sony 2001 Annual Report Download - page 50

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Sony Corporation Annual Report 2001
48
Sony Corporation Annual Report 2001
48
COMMUNITY RELATIONS
Through Community Relations (CR) activities, Sony seeks to build stronger relationships with communities,
as the recognition of the importance of communities as stakeholders increases. Sony’s CR programs are
rooted in the idea of implementing Sony’s corporate mission to “provide opportunities to create and fulfill
people’s dreams” in the communities of which Sony is a part. The basis of such activities is to promote
Sony’s role as a member of both regional and international communities. To this end, Sony makes donations
of money and products and carries out support programs based on a dialog with community members. In
addition, Sony undertakes to build partnerships with non-profit organizations (NPOs) and conducts volunteer
programs for employees worldwide. Through these and other activities, Sony is taking the initiative to build
ties with communities on a global scale.
THE SONY CORPORATE CULTURE AND COMMUNITY RELATIONS ACTIVITIES
Sony’s emphasis on respect for the individual and on each person’s uniqueness is reflected in its corporate
culture. In line with this, CR programs place priority on education for children. During the year under review,
through the Sony Foundation for Science Education, Sony Education Grants were given to 140 elementary
and junior high schools in Japan that work particularly hard at educating students and nurturing personal
development and creativity. In 1999, a program called Sony Science Lab for Children was started in Japan.
Utilizing as laboratories the facilities of Sony Group companies and nearby civic halls, Sony invited
The Sony Asia Fund helped a local
Indonesian NPO to provide learning
opportunities for children in Mandala
Nanwangi, Indonesia who had to drop
out of school because of poor access to
transportation.
On April 26, 2000, 78 enthusiastic
employees of the Sony Technology
Center in San Diego participated in a
program under the “SOMEONE NEEDS
YOU” project to clean a local beach.