We call this commitment, our 'community investment.'
Our approach to community investment is to form long-term partnerships with charitable organizations that share our aim: to improve the quality of life of the people who live around us.
With our partners, we focus on helping disadvantaged adults in our communities all over the world - supporting those with a disability, older people, and vulnerable adults to rebuild their lives through adult education and poverty alleviation. This investment comes in many forms – from financial support, sharing of resources and expertise, to our employees giving their time and skills to help good causes.
Our goal is to build sustainable programs that create lasting, impactful change. This is a long-term commitment that we have chosen to make, and one which extends beyond our core business activities.
In Taiwan, our Diving Dreams for the Disabled program gives adults with disabilities the opportunity to learn to dive. A team of professional instructors, with support from highly-trained JTI volunteers – diving buddies – takes groups of participants on a four-day coaching camp.
For many of the disabled participants, feeling the weightless sensation of being underwater is a unique and special experience. As well as giving participants a sense of achievement when they receive their diving certification, this project enables people with a disability the opportunity to take part in an activity that they would not typically get to experience.
In Turkey, female economic participation is lower than in many other OECD countries. That’s one of the reasons why we support female entrepreneurship – helping women with a business dream to turn their ambition into reality. In partnership with Boğaziçi University and with the support of the Ministry of Science, Industry and Technology, our My Inspiration is my Future program enables women to attend a 12-day training course. The course covers business modelling as well as personal skills, giving women the confidence and know-how to start up on their own.
Many graduates of the course have gone on to launch successful businesses. This not only improves the lives of those women and their families, but contributes to the economy of Turkey, and provides role models for other women to also follow their dreams.
In many societies older people are at risk of being socially and economically marginalized, and often suffer from loneliness. In the Czech Republic, JTI is working in partnership with Zivot 90 – a leading civil association focused on the welfare of elderly people. Its programs and services are dedicated to helping older people live more independent and fulfilling lives.
Zivot 90 not only aims to help deal with the day-to-day problems that elderly people experience – its mission is also about providing uplifting and special experiences. One of their most popular events is the annual Christmas sightseeing tour of Prague. As well as providing financial support to the event, JTI employees volunteer to help host a large group of elderly people as they take in the sights and sounds of the city.
In total, we are working to improve the quality of life of more than 2.5 million people in a lasting, meaningful way.
Just as with our business investments, we want our community investment to deliver maximum returns. We actively encourage our partner organizations to collaborate with one another, to increase the impact of their work and the number of people they can reach – maximizing their potential and our support.
Our community investment is creating real change in the lives of people who need it – not just today, but for the long-term.