Corporate Reputation Decoded by Kaul Asha;Desai Avani;

Author:Kaul, Asha;Desai, Avani;
Language: eng
Format: epub
Publisher: SAGE Publications India Pvt, Ltd.
Published: 2015-06-06T05:51:23+00:00

Coming Together for an Environmental Cause: MoEF, ArcelorMittal SA and CEE

The Ministry of Environment and Forests (MoEF), ArcelorMittal SA, the global steel giant, and Centre for Environment Education (CEE), the Ahmedabad-headquartered research and development institute came together in a unique tripartite agreement to launch the Paryavaran Mitra (PM) project on 24 July 2010.

Conceptualised in two phases, the first phase involved school children electing an Environment Ambassador for India (‘Kaun Banega Bharat Ka Paryavaran Ambassador’). The second phase envisioned creating 200,000 PMs across schools all over India through a process-oriented project which required action-based results. A PM was defined as a student who could demonstrate environmental citizenship and complete change in behaviour and action.

ArcelorMittal SA committed approximately $1.8 million (`9 crores) over three years, while the Government allocated 10 times as much. The project had well-defined roles for all three participants: MoEF would facilitate contact with the environment and educational departments at the central and state levels and help in smooth functioning along with media exposure and event planning; ArcelorMittal would focus on resource material development and project review and monitoring in addition to financial assistance and, CEE would be the implementer, guiding schools and monitoring their progress.

There were gains for all three partners. For MoEF, the partnership was a practical mode of furthering its goal of preservation, conservation and protection of the environment. ArcelorMittal stood to increase its visibility with the pan-India scale of the project and its association with two major entities working towards environment protection. CEE, which was on the lookout for a viable and sustainable way to scale up its existing model, found a solution in this tripartite agreement.48

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