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'Companies must abide by rules to ensure rights of children'
Dr Syed Ferhat Anwar, Professor, Institute of Business Administration, University of
Dhaka talks to She Jafly^tar
INSTEAD of criticizing companies from outside, a cooperative attitude should be nurtured among the stakeholders to bring a sustainable change in the society for the sake of children, observed Dr Syed Ferhat Anwar, professor of the Institute of Business Administration (IBA) of University of Dhaka.
“Our purpose should be to build a sustainable model that can make the maximum use of corporate sector participation in respect to children's right issues", he said.
Syed Ferhat, also Director of Kotler Center of Marketing Excellence (KCME) of the University of Dhaka, pointed out how the 10-point principles that was released on March 12, 2012 in London globally and on 30 June, 2012 in Dhaka could become business model for the corporate sector.
Mentioning the first principle -- all businesses should meet their responsibility to respect children's rights -- Syed Ferhat said that it is about reputation management of a corporation and the corporation should consider supporting children important for a healthy society.
He said companies should understand that children are future customers and thus the mission of business in protecting the interest of present 'customers' should be changed to 'present and future customers'.
Regarding the second principle -- elimination of child labour -- the KCME director said multinationals and larger corporate entities use small organizations involving children to earn greater profits. Children are also used to reduce costs and ensure trained and trusted future employees.
Companies must abide by rules of employment to ensure rights of children, he said, adding Non Government Organisations (NGOs), operating in various levels of schools, could train up children to ensure long-term relationships and availability of trained manpower.
Pointing out that very few companies provide scope for decent work and compensation plan, Syed Ferhat further said, strategic moves can easily help ensure children a
” Promotional strategies can be built by involving children and using their imagination. This will help protect children from campaigns that may harm them.^
decent work as well as health insurance.
Companies in the business of safety can initiate programmes under their Corporate Social Responsibility (CSR) banner to ensure protection of children, he said adding, this can be undertaken in partnership with the company employing young workers.
“At the same time, workers can be trained and certified by safety experts to enhance safetyknowledge and at the same time show why children are susceptible to hazards without proper protection”, said Syed Ferhat.
Criticizing some corporate houses, he said products targeted for children are hardly made safe.
Syed Ferhat, who is also Chief Adviser of Bangladesh Brand
Forum (BBF), suggested the government to set up standards for the corporate houses to ensure quality products. The government can provide tax holiday to the corporate houses so that they are inspired to retain standards.
Regarding the sixth principle — all businesses should use marketing and advertising that respect and support children's right -- the KCME director said promotional strategies can be built by involving children and using their imagination. This will not only help develop a new dimension, but will also help protect children from campaigns that may harm them.
Mentioning that awareness building on environmental pollution for children is negligible, he said companies can adopt programmes to improve environmental performance.
Playgrounds and parks can be leased out to schools and community to support children's right, he added.
Mentioning that security has been another major hurdle for children, Syed Ferhat said this task has to be performed by the community at large through community policing.
Regarding protection of children during emergencies, he said though over the years businesses have been involved in disaster management, these initiatives are merely based on promotional campaign.
"The corporate sector of today should be more proactive rather than reactive. They should start involving in the business of building preventive measures rather than wait for the calamities to descend on them and react”, he added.
Syed Ferhat further suggested that the government and the development partners along with the human rights activists should consider it their business to team up with the corporate sector for taking things forward to protect and fulfill children's rights.