Huby warns firms not to indulge in charity tokenism

Medecins Sans Frontieres executive director Anne-Marie Huby this week warned companies against ’token’ corporate citizenship activity which could result in negative PR.

Medecins Sans Frontieres executive director Anne-Marie Huby this

week warned companies against ’token’ corporate citizenship activity

which could result in negative PR.



Huby was speaking at ’Communicating Corporate Responsibility’, a seminar

organised by the charity Business in the Community.



Citing the example of pharmaceutical companies refocusing their drugs

research towards the medical needs of developing countries, she argued

that corporate citizenship programmes needed to be long-term, focused

and relevant.



She said: ’It’s all very nice to do charity work, but we want to

challenge how companies do business. Seeing corporate citizenship as

philanthropic is short-sighted: it’s just corporates setting the agenda

to get PR Brownie points.’



- Fleishman-Hillard has set up a corporate community investment

practice, based in London. The new division will involve F-H staff

across Europe and in the US and will be led by practice director Erica

Hauver. It will help existing F-H clients identify charities that fit

their business objectives.



Leader, p11.



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