Sony 2012 Annual Report Download - page 61

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PV の横長の写真
530,000 visitors annually. Sony also offers a variety of
career-oriented classes focused on professions that use
the power of technology and the arts to benefit society.
Public Viewing in Tanzania
Sony implemented live-broadcast
public viewings during the 2010
FIFA World Cup™ in areas with low
television penetration in Camer-
oon and Ghana, which sought to
tap into the power of soccer to
help prevent the spread of HIV
and AIDS.
In November 2011, Sony collaborated with Global Fund*1
and AMREF*2, the largest medical non-governmental organi-
zation (NGO) in Africa, to implement a public screening project
in Tanzania. Capitalizing on its technology, content and
human capital, Sony Group provided audiovisual equipment
packages, blockbuster movies and music videos for public
screening events held in combination with AMREF’s initiatives
financed by Global Fund to promote awareness and help pre-
vent the spread of HIV and AIDS. The inclusion of entertain-
ment content helped attract a significant number of young
people, the primary target of AMREF’s health educational
programs.
Underscoring the growing importance of emerging econ-
omies to its business, Sony dispatched young engineers to
Tanzania to acquire hands-on experience. Sony also recruited
student interns to provide on-site assistance, giving them the
opportunity to participate in a key Sony community engage-
ment initiative for the first time.
Over the course of the project, Sony’s technical team
trained members of the NGO in how to operate the equip-
ment to use in future events aimed at promoting awareness
and preventing the spread of HIV and AIDS and other infec-
tious diseases.
*1 The Global Fund to Fight AIDS, Tuberculosis and Malaria
*2 The African Medical and Research Foundation
Forest Conservation Project on the Island of Sumatra
In July 2011, Sony commenced
activities aimed at supporting eorts
by the World Wide Fund for Nature
(WWF) to conserve tropical forests
on the island of Sumatra, Indonesia.
Sumatra’s forests are said to have
shrunk by half over the past 30
years.*1 Sony is providing assistance for a variety of WWF
conservation initiatives, including tree-planting projects aimed at
restoring Sumatra’s precious forests and the Elephant Patrol*2
program. Sony is also extending communications support in
the form of IT equipment for recording, including the digital
recording binoculars DEV-3 and other products, as well as
technological assistance to help spread awareness of the
current situation on the island.
In April 2012, Sony launched an initiative whereby a
portion of the proceeds from sales of digital books sold
through its “Reader Store” in Japan is donated to this project,
thereby enabling interested customers to participate in forest
conservation eorts.
*1 Source: Data from WWF Japan
*2 Program involving patrols by elephant-mounted personnel aimed at
preventing conflicts between people and elephants or other wild
animals that are victims of habitat loss due to illegal land use or
logging and local people
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