Case Study: Carphone Warehouse

The Carphone Warehouse teamed up with Trekforce in an effort to help conserve the few hundred remaining orang-utan endemic to the island of Borneo, whilst also raising £40,000 for their partner charities in the UK. This was a unique charity challenge as the team completed an important environmental project. Why not raise money and develop your employees, as well as fulfilling your own CSR strategy, by doing something worthwhile, challenging and tangible in a developing country?

Each volunteer was set a target that would not only make a significant contribution to Carphone Warehouse's partner charities (Barnardos and Get Connected), but also cover the cost of the expedition. The project took place deep in the rainforest and involved the construction of a research centre to monitor orang-utans that have been released into the wild, having gone through the process of rehabilitation at Sepilok orang-utan rehabilitation sanctuary in Sabah.

In May 2006, following months of planning, fundraising and preparation, two teams of 25 volunteers flew to the East Malaysian state of Sabah, located on the northern part of the island of Borneo. On arrival they received acclimatisation and jungle survival training from Trekforce staff, before being despatched to Tabin wildlife reserve. The teams then trekked 6km into the rainforest to their base camp, set in the heart of the jungle. Over a total of 8 days the two teams slept in hammocks, washed in jungle rivers and worked through adverse conditions to complete a 24ft x 18ft open-sided structure, providing accommodation for scientists, a boardwalk providing access to the site and an electric fence to protect the facilities from South East Asian elephants and other large animals.

Volunteer Shamir Shah, writes about his Carphone Warehouse expedition with Trekforce: "I've cobbled up a list of some of the moments that will probably stay with me for a long time - being lulled to sleep by the incessant chirp, buzz, hum and howl of the inhabitants of the jungle - awakening to the howling of the gibbons - being covered in mud from head to toe - gazing at the completed building and realising what we had achieved - and what one is capable of when they really put their heart and soul into it."

Over 8 days the volunteers achieved an amazing amount, working in hot, rainy, tropical conditions, often knee-deep in mud. The teams put in an incredible effort, pulling together to complete the project on time. Having now returned from their adventure, Brian Gregory writes about his experience:

"This was, without doubt, one of the most extreme weeks of my life. There were times when I felt total exhaustion and didn't believe that I could find the energy to go on and times when I believed that I would never be clean again. And then there was the moment when we knocked in the last nail and I felt such a sense of exhilaration and pride. I envisage the moment in the future when I am watching a television program about orang-utans with my grandchildren and they show pictures of the monitoring centre. To be able to say 'I helped to build that' will be one of those defining moments! What we did was not earth-shattering and it is not going to lead to world peace, but in its way, it is a small step to changing the world, and for one group of endangered animals, it is hopefully going to make it a better place...and I was part of it!"

Becky Maynard, CSR Director for the Carphone Warehouse, made the following statement about their expedition: "Although our trek last year was great and we did a lot of hard work, it was a little bit too cosy, whereas with this trip the balance was perfect. Thank you Trekforce for allowing us this once in a lifetime opportunity."

Volunteer Vikki Cole adds to Becky's sentiments: "I can only say, what a fantastic opportunity. The conditions we were in were testing and very tough, both physically and emotionally, but once we could see our hard work transformed into something so vital and worthwhile, it made it clear that it was an achievement to be so proud of. I'm lucky to have been a part of such a project. Thanks again for a trek I will always remember!"

The project made a very positive contribution to the environment, the results of which have gone right through the heart of Carphone Warehouse's team: "most importantly for me was seeing just how much the whole trip affected everyone who took part. It has been described as ‘life changing' by so many people and it has broken down barriers across the company, as it brought together people from stores, call centres and the head offices. The buzz that is going round is incredible and the e-mail banter flying back and forth reflects how much of a team was created in just one week."
Becky Maynard, Carphone Warehouse CSR Manager

To sum up the expedition, Mohammed Yasin added the following comments: "I can say with confidence, from all the other Carphone treks that I have participated in abroad, the Trekforce expedition in Borneo has definitely been the best and the most challenging of all. I can't really define the whole experience in any other way than to say absolutely brilliant overall, right from the start to the end, and very professional. The whole project will have a positive impact in helping to save the extinction of the orang-utans."

 

Reward and Achievement

This project was a unique CSR model. Combining valuable conservation work with a worthwhile and physical challenge. The Carphone Warehouse group demonstrated their ability to remain committed to their UK partners, whilst acting as global stewards. The team itself had an amazing time, working through adversity and finishing with a massive sense of achievement.

Carphone Warehouse have always developed innovative and effective ways of making positive contributions to society at large, as well as to the environment, and this recent expedition to Borneo is a fine example of their commitment to their partner charities and the environment. This venture was a perfect CSR model, combining valuable conservation work with a worthwhile and physical challenge.