The philanthropic and good citizenship commitments of Ceylinco Life were recognised by the Sri Lanka Institute of Marketing (SLIM) recently which presented the life insurance leader with a Silver award in the ‘CSR Brand of the Year’ category at the 2020 Brand Excellence Awards.
Ceylinco Life won this award for the Corporate Social Responsibility initiatives the Company completed in 2019. These included the construction of seven classrooms, the conduct of 12 ‘Waidya Hamuwa’ free health camps, donation of a High Dependency Unit (HDU) in the Teaching Hospital Kandy – the fifth such donation by the Company – and the maintenance of the previously donated HDUs as part of its commitment to the Sustainable Development Goals (SDGs) set by the UN for 2030.
Commenting on this accolade, Ceylinco Life General Manager – Marketing Samitha Hemachandra said: “Our corporate social responsibility initiatives are motivated by a deep-rooted sense of obligation to respond to community needs, rather than as a brand-building strategy. Nevertheless, we appreciate the independent assessment of the impact of these initiatives that form the basis for the SLIM award, and see it as further encouragement to continue to look for opportunities for good corporate citizenship.”
The evaluation criteria for the ‘CSR Brand of the Year’ accolade included an analysis of the connection between the Corporate brand and CSR brand’s intent and purpose; the link between the brand’s vision and mission in relation to its CSR activities; the strategic link between CSR initiatives and brand intent; the impact of the initiatives and how it was communicated to stakeholders, employee engagement with initiatives, and internal marketing activities.
Ceylinco Life ticked all the boxes in the evaluation criteria by establishing a strong connection between its corporate brand and its CSR initiatives in the areas of Health and Education aligned with goal numbers three and four of the UN Sustainable Development Goals for 2030; engaging employees at all levels across the branch network and head office and logging 5000 plus man-hours in initiating, conducting, monitoring and completing its 2019 CSR initiatives; creating a positive impact on 2,616schoolchildren, 3,042 health-camp beneficiaries of whom some had not previously experienced a western medical check-up, and on more than 1,700 HDU patients who were treated at the donated facility in the year of assessment.
Overall, Ceylinco Life’s support to the nation and its needy communities is reflected in the 146,000 people benefitted by the health camps programme over the years, the 84 classroom buildings the Company has donated to date, the five HDUs and numerous other donations of essential medical equipment to government hospitals and donations last year to support the battle against the spread of COVID-19.
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