Great Eastern Life Malaysia's CSR: A Study of the ChildrenCare Program

This essay examines Great Eastern Life Malaysia's Corporate Social Responsibility (CSR), with a specific focus on the ChildrenCare program. Launched in 1995, ChildrenCare has positively impacted over 10,000 underprivileged Malaysian children through initiatives in health, wellness, education, and personal development. The program includes educational workshops, scholarships, youth camps, and support for abused children. Beyond its societal contributions, ChildrenCare has enhanced Great Eastern Life's brand image, fostered employee retention, and garnered positive publicity. The company collaborates with NGOs and the government, solidifying its commitment to community welfare and differentiating it from competitors. The essay concludes that Great Eastern Life Malaysia's CSR policy benefits both the nation and the organization.

Running head: GREAT EASTERN LIFE MALAYSIA
GREAT EASTERN LIFE MALAYSIA
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1GREAT EASTERN LIFE MALAYSIA
One of the oldest and largest insurance company of Malaysia is Great Easter Life
Assurance. Great Eastern Life assurance Co Ltd that was incorporated in 1920 is the most
established insurance company (Great Eastern 2018). Along with doing businesses in Malaysia,
the company has been contributing to its external environment to a great extent. The essay
discusses the great eastern life Malaysia’s corporate social responsibility (CSR) focusing
specifically on the Childcare Program. The essay discusses the benefits that are for the
organisation as well as the children.
Every organization making business has a responsibility which the organization displays
through CSR policies (Asif et al. 2013). Great eastern life’s ChildrenCare is a long-term
community project that been beneficial for more than 10,000 Malaysian children. The program
was launched in 1995, and at present, in its 23rd year, it has successfully inspired
underprivileged children to discover the potential they have in the areas of health and wellness,
education and personal development. With the help of Aspirasi Gemilang ‘A’ under the
education pillar from 2014 that helped the underprivileged children perform better in their public
examination. Various aids such as a series of workshops, educational aids and many more were
provided throughout the year. Under the health and wellness and personal development in 2015,
the company launched new programs. The company has constantly channelled donations to
various charities and homes along with various activities that would bring cheer to the
underprivileged all over the year. ChildrenCare annual youth Camps, Legal Awareness camps,
children’s Art therapy sessions and equipping a playroom specifically for the abused children are
few of the activities that occur. The company has also supported human capital and education to
students passionate about pursuing tertiary education locally and overseas. 13 supremacy
scholarship awards were presented in the year 2017. The total scholarship amount, when brought

2GREAT EASTERN LIFE MALAYSIA
together, was RM 12 million from which 170 recipients benefitted its inception in 1998 (Great
Eastern 2018).
It was not only the society that benefitted from ChildrenCare program but also the
organisation. The employees of the Great Eastern Life were able to contribute by volunteering.
The company was able to work along with other non-governmental organisation as well as
government on various programs. The program and the way Great eastern has given back to the
communities have certainly enhanced the organisation’s image. The company’s unique CSR
policy has differentiated the company from its competitors. The company has also benefitted by
retaining customers as well as employees by providing a sense of joy and good deeds. By the
process of helping and encouraging underprivileged students the company has gained positive
publicity.
Corporate social responsibility is very helpful in making the company’s image. Similarly,
the ChildrenCare program of Great Eastern Life along with contributing to the society the
program helped the organisation in various ways such as employee retention, brand image and
many more. In the end, it can be concluded that great eastern life Malaysia is offering one of the
most incredible corporate social policy that is beneficial for the nation as well as the
organisation.

3GREAT EASTERN LIFE MALAYSIA
References:
Asif, M., Searcy, C., Zutshi, A. and Fisscher, O.A., 2013. An integrated management systems
approach to corporate social responsibility. Journal of cleaner production, 56, pp.7-17.
CSR Malaysia, 2018, Great eastern Life Childrencare provides PT3 SPM Workshop for
Underprivileged children, retrieved from: https://csrmalaysia.org/2018/06/28/great-eastern-life-
childrencare-provides-pt3-spm-workshop-for-underprivileged-children/
Great Eastern, 2018, About us, Retrieved from: https://www.greateasternlife.com/my/en/about-
us.html
Great Eastern, 2018, Sharing with community, Retrieved from:
https://www.greateasternlife.com/my/en/about-us/company-profile/sharing-with-the-community-
children-care.html