Page 6 - PR Communication Age January-June2020

such as food and shelter left them with no choice but to months. The institute is bringing smile on the faces of
start a long walk back home crossing cities and villages, 100 children who daily receive milk, biscuits, and nu-
battling hunger, thirst, and heat. SWAN also reported that trition supplements.
72% of people going back home have run out of ration. In
response to the damage being caused by the COVID-19 2. Cleanliness and Hygiene: The target beneficiaries are
pandemic, a number of industrialists, corporate, non-gov- also being informed about importance of cleanliness
ernmental organisations, civil society actors and academic and hygiene not only to deal with and prevent COVID-
institutions have come forward in order to mitigate the 19 infections but also its importance in leading a healthy
effects of the pandemic on poor and less privileged individu- life. People of all ages are being apprised about best
als, families and society at large. practices of cleaning hands with soap such as to give
at least 20 seconds to hand washing and clean the
Imbued with the philanthropic legacy of Birla family, Birla hands repeatedly. To ensure people follow the cleanli-
Institute of Management Technology (BIMTECH), a premier ness and hygiene practices, they are provided with
B-school located in Greater Noida, is committed towards soaps, and hands sanitizers.
nurturing responsible business managers and building com-
munities that are resilient and inclusive. Over the years, the 3. Collaboration: In addition to the supply of cooked food
institute has set new benchmark in community development and dry ration, BIMTECH has joined hands with the
by responding to the needs of local communities and ad- district administration to support the food programme
dressing pressing social issues from education, malnutrition of government. BIMTECH's mess kitchen is consistently
to women empowerment. The institute has taken a long preparing and providing Roti to local administration for
stride in response to the current humanitarian emergency distribution. So far, the initiative has helped 36,000
caused by the Wuhan virus. Soon after the lockdown came persons.
into effect the institute started several initiatives to lessen
the effects of pandemic on the migrant workers living 4. Livelihood for women: Lacs have lost livelihood due to
around it. The interventions include the disruption of industrial activities because of nation-
wide lockdown enforced in response to the coronavirus
1. Food for All: Under this initiative, the institute is pro- pandemic. BIMTECH believe in maintaining the dignity
viding nutritious cooked meal and dry ration to 450 per- of life and equal work opportunity. To ensure the pan-
sons. The food is prepared under clean and hygienic demic do not damage the capacity of earning, BIMTECH
conditions in the state-of-the-kitchen facilities available is providing decent work opportunity to women who or
at BIMTECH. To ensure that the food amount is ad-
equate, 10% excess food is prepared daily. In order to
prevent any form of mass gathering and follow the
social distancing measures some precautionary mea-
sure have also been taken. A major step in this direc-
tion is selection of community leaders for the collec-
tion and distribution of food in their respective com-
munities. A total 19 community leaders are selected
and assigned to collect cooked meal from the RCI Hos-
tel Gate of BIMTECH. These community leaders pick
the food and distribute among the different families
living in a community. This measures also brought effi-
ciency in implementation by reducing the delivery
time. The initiative has brought relief to 450 persons
every day or to say 27,000 individuals during the last 2

"Never let your mind 2nd guess what you heart already holds the answer too"

6 PR COMMUNICATION AGE January - June 2020