DEVELOPING COMMUNITIES, DEVELOPING PEOPLE
Taking the lead
“The social investment landscape in South Africa has changed dramatically over the past 10 years. However there are vast opportunities for business in partnership with government and society to shape shift and propel corporate philanthropy into development funding that will redefine the socio economic landscape of our country. It is through well-defined and impactful socio-economic development programmes that we can make visible dents on the challenges of inequality, unemployment, and poverty. As commercial entities we need to stop throwing money at projects and rather find ways to co-create sustainable solutions to socio-economic challenges that plague our communities.”
Apowerful statement made by an equally powerful woman, Refentse Shinners, Group Executive for Corporate Affairs. Refentse took the time to answer a few questions about her role at ACSA.
Q - Tell us more about your role at Airports Company SA?
My function is responsible for positioning and promoting Airports Company South Africa as the world-leading airports business it aspires to be, through collaboration with key stakeholders.The Corporate Affairs portfolio includes Stakeholder Relations Management, Corporate Brand Management, Corporate Communication, and Socio-Economic Development.
Q - Airports Company South Africa has an established SED portfolio. What significant changes has been made to it in recent times?
The company has always played a pivotal role in supporting communities where its airports are located, through its Corporate Social Investment programmes. My duty is now to fully align some of our initiatives with the country’s Socio Economic Development agenda as it relates to the NDP imperatives. Airports Company South Africa cannot aspire to be a world-class oasis surrounded by a sea of turmoil. For us to continue prospering as a business, we need to ensure that we take a lead in empowering the communities surrounding our airports and South African society at large.
Q - Tell us more about the national SED structure and projects and how they dovetail and feed into some regional initiatives ?
Our SED initiatives are structured into national projects and business unit projects. Our national projects are managed by the SED team at head office their reach and footprint covers the geographic span of the country, whereas our business unit projects are coordinated by our Corporate Affairs teams at each of our three flagship international airports, and SED champions at our six regional airports.
Q - Which project is closest to your heart ?
Any project or programme that enables young South Africans from marginalised and poor backgrounds to unearth their capabilities and break the cycle of poverty in their individual families holds a special place in my heart. An example is the Technology Research Activity Centre project which assists children from poor schools with Maths, Science, and Technology support to allow them to pursue studies in Engineering after high school.
The ripple effect of just one child in a poor family being able to access those opportunities that are ordinarily rare to them then allows them to uplift the entire family’s social circumstances, thereby creating better opportunities for their siblings and future generations. That should be our blueprint for social upliftment and sustained poverty eradication.
Q - How do you measure ROI knowing that majority of the projects have no financial benefits ?
One of the change initiatives I’m introducing is impact assessment and measurement tools, which has been a glaring gap within our SED space. However, I am drawing on my 15 years corporate social investment experience to come up with innovative ways of measuring and quantifying Airports Company South Africa’s Social Return on Investment and impact from societal upliftment initiatives.
Q - What is the most memorable encounter that you/team has had recently ?
There have been many since my arrival at Airports Company South Africa. That is the beauty of working with an energised and enthused team.
First is the Airports Company South Africa Wheelchair Tennis finals which were hosted in Johannesburg in April this year, coupled with that was an exciting biggest fan campaign which saw two fans of the sport and SABC Sport at 10 host Thomas Mlambo win a trip to an international wheelchair tennis grand slam event.