IndiaCSR News Network
Being India’s largest newspaper group, Corporate Responsibility and Social Stewardship have always been integral to Dainik Bhaskar Group. Since inception, it has evolved on the ethos of a socially concerned organization. With strong presence in the field of Newspaper publication, the organization has always given priority to creation of better and well informed communities, which has impacted the lives of needy.
At Dainik Bhaskar, Corporate Social Responsibility is not merely compliance; it is a commitment to undertake initiatives in the areas of Environment Sustainability, Computer Education and other Community Development Initiatives. Over the years, it has focused not only on the business aspect of the group, but also on how it can be a catalyst in driving the much needed social economic transformation in the country.
Objective
Taking its ethos forward, one such initiative which Dainik Bhaskar undertakes is Computer Education Program. This initiative is aimed at imparting computer and internet knowledge to Senior Citizens and Housewives who otherwise lack the basic skill and knowledge to operate computer and make the most of web for taking meaningful actions in their daily life.
Impact
Catering to this latent need of senior citizens and housewives, Dainik Bhaskar started a Computer Education Program in 34 cities across 10 States namely Madhya Pradesh, Maharashtra, Gujarat, Chhattisgarh, Chandigarh, Punjab, Haryana, Rajasthan, Bihar and Jharkhand. The initiative, as intended, infused great confidence amongst the trainees and made them competent enough to walk hand in hand with today’s generation. It enabled Senior Citizens to chat with their children and grand-children staying in different cities or abroad. It also helped housewives in making online reservations, making online shopping, reading mythological stories and ancient history online, etc. To date, more than 56,000 training registrations were done.
Approach
The initiative was launched via print ads and on ground activations across 34 cities of India. The campaign theme highlighted the choice and importance of learning at any age. The initiative also featured in national edit page. It was also extensively driven on the digital platform to generate awareness about the program and hence, the registrations. Helpage India, a well renowned organization working in the area of elderly care has also partnered with us in this initiative.
The Computer Education Program was conducted in batches. Every batch ran for 2 weeks on hourly basis and comprised of 15-20 individuals. Qualified trainers were employed to impart trainings across all 34 cities. Besides this, personal attention was also given to those who found it difficult to adapt to digital technology. On successful completion of the training, every individual was awarded with a training certificate in valedictory function arranged by our teams.
A specially designed content booklet was given to the trainees that helped them in understanding the nuances of computer basics(starting and shutting down computer system, typing using MS word, using microphone and webcam to speak with and see people),internet skills(browsing internet, creating email account, sending and reading emails, searching information online viz. hospitals, banks, recipes etc.) and digital skills (using Whatsapp, Skype, Viber, etc.)
Speaking about the initiative, Vinay Maheshwari, Senior Vice President, Sales and Market Development & Brand Marketing, Dainik Bhaskar Group, said, “Today, Digital Technology has revolutionized our lives and undoubtedly plays an important role in our daily regime. Its significance is no longer limited to youths and the working class, but extends to even home makers and senior citizens. With the widespread reach of computers, senior citizens and homemakers also feel an acute need to be in sync with their children or other members of family who have access to newer digital technologies every single day. With this CSR initiative, we aim to bridge this gap and empower the Senior Citizens and Housewives”.
Vikas Singh, Associate Vice President, Brand Marketing, Dainik Bhaskar Group, said, “We , at Dainik Bhaskar, believe that bridging the digital divide is integral to sustainable economic growth of our nation. As a responsible corporate citizen, through this Computer Education program, we strive to make more elderly citizens and housewives digital literate with emphasis on under privileged section of the society”.
