Sony 2001 Annual Report Download - page 51

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Sony Corporation Annual Report 2001
49
Sony Corporation Annual Report 2001
49
elementary and junior high school students to conduct experiments. In China, the Sony ExploraScience facility
opened in Beijing in the fall of 2000. Based on an entirely new concept, this interactive educational center
allows visitors to see, experience, and enjoy various advances and wonders of science and digital technology.
SOCIAL RESPONSIBILITIES AND COMMUNITY RELATIONS ACTIVITIES
As a globally operating company with annual sales of ¥7 trillion, and 180,000 employees, Sony is keenly
aware of its social responsibilities to contribute to the development of communities. To address the prob-
lems of poverty and other social issues in Indonesia and the Philippines, Sony Asia Fund, a non-profit trust,
supports grassroots NPOs that help disadvantaged children attend school. In South Africa, since broadcast-
ing of educational programs for elementary school pupils commenced in 1999, Sony has conducted a School
TV Access Project in conjunction with local broadcasters to improve the quality of elementary school
education. Through this project, Sony is donating color TVs and video decks to 250 schools over a three-year
period. Similar projects through which Sony donates audio-visual equipment are underway to assist elemen-
tary schools in the Philippines and China. Sony hopes that these gifts will spark greater creativity and
interest in science among children.
Sony supplied a video search/retrieval system to Japan Platform, an emergency aid framework for
refugees that is supported by the Japanese government, NPOs, and business associations. Also, Sony donated
digital mapping systems that employ aerial video images to the Japan Alliance for Humanitarian Demining
Support, an organization which extends logistical support for removing mines. In many ways, Sony is working
to demonstrate its commitment to becoming a better corporate citizen through its global activities.
SONY EMPLOYEES VOLUNTEER THE WORLD OVER
In April 2000, under the slogan of “SOMEONE NEEDS YOU”, abbreviated as SONY, Sony Group employees
around the world took part in CR programs, such as regional volunteer activities. Conceived by U.S.-based
Sony Electronics Inc., this program drew the participation of about 24,000 employees in 20 countries.
THE SONY BRAND AND COMMUNITY RELATIONS ACTIVITIES
Sony believes that its brand is built on people’s trust and high hopes for products and services that embody
dreams. In the same way, Sony’s many corporate activities, including active community involvement, help to
build trust in its brand. By conducting programs that contribute to the development of communities, Sony
strives to enhance its standing within society and thus further strengthen the Sony brand.