I&M Foundation Urges Media to Amplify Development and Sustainability Narratives
NAIROBI, KENYA – In a world grappling with unprecedented change, the I&M Foundation has issued a clarion call to the media: elevate the narrative surrounding impactful development and sustainability initiatives. During a media roundtable held in Nairobi, the corporate social responsibility (CSR) arm of I&M Bank emphasized the critical role media plays in shaping public perception and driving positive change. The foundation, celebrating its fifth anniversary, underscored its commitment to partnering with media outlets to highlight stories that showcase the transformative power of sustainable development.
James Gatere, Head of I&M Foundation, articulated the foundation’s vision for a sustainable future, emphasizing the interconnectedness of people and planet. He stressed the need for collaborative efforts to achieve this vision and invited media partners to actively engage with the foundation’s work. “We want to work with you and what we would like to see is you come and pick the stories and run with them,” Gatere stated. He announced the foundation’s ambitious plan to invest over Sh180 million in the transformation of Ngong Road forest, a project encompassing fencing, ranger housing, and enhanced security measures. This initiative exemplifies the foundation’s commitment to environmental conservation, one of its four core pillars.
The foundation’s comprehensive approach to CSR encompasses economic empowerment, enabling giving, environmental conservation, and education and skills development. I&M Bank CEO Gul Khan reiterated the bank’s commitment to supporting the foundation, allocating two percent of its pre-tax profits annually. This significant investment underscores the bank’s recognition of the profound impact of CSR initiatives in driving positive social and environmental change.
The roundtable brought together a diverse group of stakeholders, including editors, journalists specializing in climate change, and experts in development and sustainability. This platform facilitated a robust discussion on the role of media in amplifying impactful stories and holding organizations accountable. Vicky Karuga, founder and managing director of Profiles International EA, highlighted the media’s potential as an amplifier of impactful narratives. She encouraged media outlets to proactively seek out and amplify stories showcasing successful development and sustainability initiatives, thereby setting the agenda for positive change.
Nelson Komba, a communications officer at Generation Kenya, pointed out a significant gap in media coverage: the private sector’s contribution to development and sustainability. He argued that media narratives often focus on the negative impacts of issues like unemployment, overlooking the positive contributions of companies working to address these challenges. Komba challenged the media to engage more deeply with the private sector, exploring their initiatives and incorporating their perspectives into policy discussions on critical issues like skills development. He also proposed a novel approach to encourage media coverage of corporate CSR initiatives: offering free coverage for the first two stories, potentially paving the way for future sponsored content partnerships.
Ian Fernadez, executive director at Engage BCW, echoed Komba’s sentiments, emphasizing the importance of showcasing corporate CSR efforts to encourage continued investment in these vital programs. He urged the media to quantify the financial contributions of corporates towards CSR, highlighting the potential consequences of diminished support for these initiatives. By telling these stories, Fernadez argued, the media can play a crucial role in ensuring the long-term sustainability of CSR programs and their positive impact on society. The challenge posed to the media is clear: move beyond superficial coverage and delve into the substantive contributions of corporates to development and sustainability, amplifying their impact and fostering continued investment in a better future.