[Sponsored Report] Hyundai’s ‘Talent Donation’ to society

Children participate in an “Exciting Class,” an art care program under the cultural experience section of Hyundai’s Corporate Social Responsibilities program.

Hyundai Card and Hyundai Capital’s Corporate Social Responsibilities (CSR) are receiving attention because the companies recently introduced a “talent donation” concept in Korea through ‘Destination: Seoul’ and others. This has provided an opportunity for new designers to sell their products at the Museum of Modern Art (MoMA). They are still spreading out new large scale CSR programs.

Hyundai Card and Capital have segregated its social responsibilities into four parts: concerts, cultural experience programs to support neglected children, self-support programs for small businesses and donation and blood donation campaigns. There are various events happening under each category.

Hyundai Card and Capital are touring children’s cancer hospitals in Korea and hosted the “Children Hope Concert,” presenting music performances to the cancer patients and their exhausted parents. There is also an “exciting experience” program being run under the cultural experience banner that employees are conducting with local kids from community child centers. There is also an art and evening class support program for the local child centers.

As for the small business self-support section, the Hyundai Motor Group Smile Microcredit Bank is teaching low-income families and people with poor credit ratings how to “catch fish” by providing them with financial support through the smile learning center.

The newly launched “Dream Education‘’ project aims to help neglected teenagers through specialized job education projects and hopes to help them on their way to establishing a career. The donation and blood donation campaign consists of the “Love M Point” campaign, which uses a point card which the company and clients collect together as well as a blood donation campaign within the company called the “Red Heart Campaign.”

Hyundai Card, Capital and Commercial are using a story telling method to actively persuade employees to participate in the company’s volunteer programs and hope that by making these activities fun and including family participation and educational meaning to them, they will be more likely to participate.

After voluntary activities are finished the company gives framed pictures to those who participated and they also make a photo essay of the activities in order to encourage more employees to participate in future events.

Recently the “Exciting Class,” an art care program under the cultural experience section started.

By providing an art education opportunity for children suffering from cancer, it is hoped that children will find some relieve from the stress of the treatment of their cancer. This program is a talent donation from Korea National University of Arts together with SOAAM and the opening class was held at the National Cancer Center elementary school. An executive of Hyundai Card and Capital commented: “Based on the result of the National Cancer Center programs, we will decide whether to expand the programs.”

By Lee Ji-hyun [concordia@joongang.co.kr]