Transcript Hongkong Electric Co., Ltd

“The University of Third Age” (U3A)
Network of Hong Kong
Mimi Yeung, General Manager (Public Affairs)
2 May 2012
1
● Background
● Objectives
● U3A Innovative Learning Model
● Achievements
● Impact Assessment
● Challenges
2
Background
● Increasingly aging society in Hong Kong
● More people retiring at an earlier age, these
third-age people are still very energetic and
have ample capacity to pursue their
aspirations and serve the community.
● They are more educated and can contribute
to society through utilization of their
knowledge and experience.
3
Establishment of U3A
● HK Electric has a long tradition of serving the elderly but
more ad hoc in the past
● Approached HKCSS for ideas and agreed to support elderly
education through developing a new programme
● U3A is sponsored by HK Electric Centenary Trust,
administrated by HKCSS, and run by U3A centres.
● Since its inception in 2006, the U3A Network has now
expanded to include 46 centres under 17 NGOs
4
Innovative Model
Selfinitiated
Selflearning
Selftaught
Selfmanaged
Fostering a greater
sense of involvement
and satisfaction
among U3A students
● Unlike traditional learning model organised by NGOs, U3A
participants are encouraged to play an active role in teaching
and managing U3A centres themselves.
● “Education of the elderly, by the elderly and for the elderly.”
5
Roles and Responsibilities
U3A
Centres
● Developing U3A
● NGO coordination
● Operation of U3A centres
● Sharing amongst U3As
● Programme
Administration
HKCSS
● Funding
HK
Electric
● Volunteers’
participation
● Promotion/ publicity
6
Objectives
To the community
To HK Electric
1) Response to social needs
2) To enable HK retirees to stay
socially and mentally active
3) To build confidence and self
esteem among HK retirees
4) To provide retirees with
opportunity to develop and
utilise their skills
1) To increase the visibility and
positive perception of HK
Electric as a caring company
2) To increase understanding
about HK Electric’s business
among civil society and public
3) To raise sense of pride and
belonging among employees to
work for HK Electric
7
Building the U3A Brand
● To project the image of U3A programme, and increase sense
of belonging amongst U3A participants, U3A brand was built
- U3A badge, windbreaker uniform, letter head template, etc.
● U3A students remarked that they are proud to be part of U3A
Network.
8
U3A courses
• Social Dance
• Handicrafts
• Computer
• Cooking
9
Outputs
● 46 U3A centres set up under 17 NGOs
● More than 2,000 courses arranged
● Nearly 32,000 learning opportunities for retirees
10
Awards
● Hong Kong - Outstanding Partnership Project Award under Caring Company
Scheme in 2008 and Favourite elderly care project in 2011
● Mainland China - Silver Award in CSR Category at the 9th China Golden
Awards for Excellence in Public Relations in 2009
● Asia Pacific - Winner of CSR category at the SABRE (Superior Achievement in
Branding and Reputation) awards in 2009
11
Social Impact Assessment
● Commissioned CSR Asia to conduct social impact
assessment last year to evaluate impact on community and
on HK Electric.
● More than 250 respondents including U3A committee
memebers, teachers and their family members, NGO staff,
HK Electric’s staff and volunteers were invited to attend focus
group meetings or answer questionnaires.
● Based on CSR Asia CI scorecard and LBG, positive results
have been achieved.
12
13
14
Challenges
1. Varied quality of U3A Centres
2. Affiliation of U3A Centres
Solution
• Invite outstanding U3A committee
members, teachers and centres to
share their successful stories with
other centres
Solution
• Organise “central” activities – sharings,
trainings, visits etc
• Launch U3A website (www.u3a.org.hk)
• Annual U3A Fun Day
• Annual Completion Ceremony
15
3. Lack of classrooms/ teachers
4. Sustainability – funding/ interest
Solution
• U3A committee members work
closely with NGOs to plan the
classes timetable
• Think out of the box – discover any
possible space, such as parks,
community halls, playgrounds or
even ancestral halls
• Invite retired civil servants to be
U3A teachers
• Encourage HK Electric’s volunteers
to share their interest and
knowledge
Solution
• Modify funding model
• Regular review and update of the
programme progress including funding
usage, to make sure subsidies are well
used
• Build capacity instead of expanding
network
Challenges
16
I am active in my U3A
centre, from running the
centre to organising
classes and teaching, great
satisfaction is achieved
and the happiest is getting
full support from my family.
Sy Ching-tam - U3A committee member and
teacher
17
I was reluctant to make
new friends and afraid to
speak in public in the past.
After joining U3A, since I
am responsible for
promoting courses, I have
more opportunities to
speak to other people - my
self-confidence is raised!
Mui Shin-ling (Centre) - U3A committee member
18
Thank You