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Corporate ResponsibilityCommunity PerspectiveThe Group’s efforts towardscommunity development remainsfocused on education anddeveloping talent, via schools,s c h o l a r s h i p s , l e a r n i n g a n ddevelopment programmes as well ashumanitarian efforts. The latter isthrough technology and nontechnologyassistance especially inDisaster Mitigation and ReliefP r o g r a m m e s a n d I C T f o rDevelopment.At Group level, Axiata is reviewingits entire CR portfolio in 2010/2011with a strong emphasis on secondaryeducation and building well-roundedindividuals, towards nurturing futureleaders of Asia.Humanitarian work has included thegroup wide relief effort, spearheadedby Axiata, via its subsidiaries inMalaysia, Indonesia and Singapore,to help those affected by thedevastating earthquake in Sumatralast year. This included a donationby Axiata Group and a coordinatedgroup-wide SMS campaign inMalaysia, Indonesia and Singapore.In Malaysia, Celcom conducted animmediate SMS donation drive tocreate awareness and humanitarianinvolvement within its customer baseof over 10 million. Alongside this, XLstarted an SMS campaign to raisefunds for the victims. Concurrently inSingapore, Axiata’s affiliate M1 alsolaunched an SMS drive.SRI LANKAAxiata is particularly proud of CRefforts seen at Dialog. Dialog’sSustainability scorecard captured inits first Sustainability Report followingGlobal Reporting Initiative (GRI)guidelines attained an A+ standard.Dialog was also recently awardedthe Platinum rating for CorporateAccountability in Sri Lanka, the firstsuch index launched by StingConsultants, in collaboration withLMD magazine. The CorporateAccountability ratings evaluate andrecognise Sri Lanka’s listed companiesa l o n g m u l t i p l e s u s t a i n a b l edevelopment dimensions, includingt h e i r c o n t r i b u t i o n t o s o c i a l ,e n v i r o n m e n t a l a n d e c o n o m i cdevelopment.Dialog is the only operator to havewon three GSMA World Awards forits innovations in the use of wirelesstechnology. Some of their awardwinning projects includes the launchof its Disaster Emergency WarningNetwork (DEWN), Asia’s first evermobile-based mass scale disasterwarning network.Nenasa Digital Bridge ProgrammeDialog piloted the Digital Bridgedistance learning initiative acrossrural schools in partnership with theMinistry of Education (MoE) Sri Lanka.The Digital Bridge project is aimedat giving rural marginalised studentsthe opportunity to engage ininteractive learning from experiencedteachers. The project targets atconnecting 1,000 schools (roughly10% of total schools in the country)by providing them television setsand decoder units to enable them toaccess a satellite educational channel,‘Nenasa’ (wisdom). By doing this,nearly 500,000 rural students haveaccess to high quality educationalcontent and materials.Annual Report 2009 • 151