Recent charitable and community-focused programs
MTS as the leading Russian telecommunications’ operator, said CSR and Charity activities an important aspect of its social position. MTS is actively involved in social and charitable projects in all territories of its operations since the foundation of the company in 1993. In 2009, the company has developed and put into practice a common CRS and Charity strategy, which enabled a structured approach and proactive work to this type of activity, in the interests of long-term development of both our business and local societies. Unified MTS strategy in the fields of СSR and charity based on the analysis of the environment and the interests of key company’s stakeholders and understanding that charitable activity of the company aims to create a favorable ecosystem for sustainable long-term development.
One of the key principles of the MTS in the sphere of CSR is to focus on achievable and measurable results. It means that company stands by a policy of meaningful social investments with the projected effect.
The basic principles of the strategy of MTS in the field of CSR and charity based on the introduction of best practices and the use of innovation, coupled with the main business areas of MTS.
All MTS charity and CSR projects based on the principle of “shared value”: benefits for businesses = benefits for society.
MTS implemented a series of measures aimed at elevating social IT penetration, unleashing the hidden potential of young talent, providing assistance for family and childhood, protecting the environment, improving people’s health, supporting veterans, and developing the cultural and historical heritage of the regions and countries in which MTS operates.
MTS’ charitable and sponsorship activity unfolded in the following directions:
Assistance for children
An important aspect of the charitable assistance rendered by MTS involves providing aid to socially-vulnerable, at-risk children. MTS regularly organizes, participates in and hosts various events for orphanages and residential schools. MTS frequently provides free access to the Internet and cable television to children’s organizations and actively supports social projects aimed at the support and development of children deprived of parental care.
Every year in December, within the scope of the federal program “Children Are Our Future,” MTS hosts social New Year’s campaigns for orphanages and children from underprivileged families in most Russian regions. Orphanages and welfare shelters in many cities across our country receive not only individual children’s gifts for the holidays, but also computers, home-theater equipment, cameras and discs with movies and cartoons.
Since 2007 MTS annually has been hosting the “MTS Green Express” charity volunteers’ tour all over the country. The main goal of the campaign is to support vulnerable population groups and raise public awareness of the social-development problems existing in the cities in which MTS has a market presence
Caring for children’s health
MTS enthusiastically endorses the involvement in charitable activity of MTS employees, customers and partners and continues its implementation of the national charitable program “Give the Gift of Kindness!” The program was first launched in 2011 (www.dobroedelo.mts.ru) and provides assistance to children in need of acute care, in cases where a child’s life hangs in the balance or serious health issues must be overcome. Only in 2014, MTS managed to help 119 children with this programme.
MTS and program donors have helped more than 100 families from 30 Russian regions encompassing roughly 3,000 MTS employees. In 2014, volunteers held more than 250 separate events across the country.
Also in 2015, MTS was proud to serve for the seventh year in a row as an official partner of the international charitable campaign “Operation Smile,” devoted to treating children born with cleft palates, which was held in the Novosibirsk Municipal Clinical Children’s Hospital for Acute Care and medical centers in Ufa. Since its founding 30 years ago, the organization has operated on more than 200,000 children in 25 countries around the world.
MTS educates children, parents and teachers
In 2015, MTS continued the implementation of the “Web for All Ages” program, designed to enhance the Internet literacy of people over 40 and popularize modern information technologies and helpful online services among people in this age group.
MTS also places tremendous emphasis on protecting children from negative content and shielding them against scam-related resources. Since 2011, MTS has been implementing the “Deti Online” (Children Online) program (http://detionline.com/) with the support of the Ministry of Communications and Mass Media of the Russian Federation, the RF Ministry of Education and Science, the Safe Internet League and other cooperating partners. The goal of the program is to popularize the rules of safe and beneficial Internet use among children, parents and educators. Within the scope of the “Deti Online” program, MTS implements the following measures: interactive themed exhibitions at Russia’s leading museums and libraries; Internet-literacy classes for young schoolchildren; and teacher seminars. Since its inception, more than 200,000 children, parents and educators have taken part in the program.
MTS supports the artistic potential of children
In 2014, MTS launched the Russia-wide charitable project “Generation M” (www.dobroedelo.mts.ru, https://vk.com/pokoleniye_m) in association with the Konstantin Khabensky Foundation. The project aims to develop the artistic skills and potential of children both from the inaccessible places and underprivileged families through the internet-channels for educations and upbringing. The project features the participation of Russian stage and screen celebs, roughly 1,000 children from the Russian regions in the theatre performance — and millions of Internet users through a special multimedia internet-site www.dobroedelo.mts.ru. “Generation M” also helps to fundraise to the cancer-suffering kids, as MTS suggested a unique for the Russian society method to monetize all the children’s activities in the frames of this projects into charity budget.
MTS’ corporate-volunteer puppet theater “Mobile Fairytale Theater” has operated in Russia since 2012. Artistically gifted MTS employees serve as theater’s actors. The theater’s repertoire includes several shows, which MTS volunteers stage for the children residing at affiliated orphanages.
Open innovations through MTS’ “Idea Factory” and “Telecom Idea”
MTS has run the “Idea Factory” program since 2008, in which every MTS employee gets an opportunity to bring their boldest initiatives to life. Any MTS employee can submit an innovative idea, which is then analyzed by experienced experts who provide a conclusion as to its prospects for implementation at MTS. The most successful ideas are duplicated across all regions and countries in which MTS has a market presence. In 2014, the “Idea Factory” implemented more than 40 ideas from among the total number of four hundred ideas suggested by employees. Since the program’s inception, MTS has received more than 13,200 ideas, 1,160 of which have gone on to implementation.
Since 2011, MTS has also been implementing the project “Telecom Idea” (www.telecomidea.ru, www.facebook.com/telecomidea, twitter.com/telecomidea) — a competition aimed at supporting and incorporating “open innovations” and getting students, young scientists, designers and startup-entrepreneurs involved in development of MTS’ business and the broader telecommunications industry. In 2015, MTS hosted the fifth “Telemedia Idea” competition among innovative youth projects in the field of telecommunications. The main theme of the competition was utilization of the capabilities of broadband mobile and fixed Internet and the monetization of data transmission.
The generational ties that bind
During celebrations surrounding the 70th anniversary of the Great Victory in May 2015, MTS launched special national and regional offers for veterans of the Great Patriotic War and all Russian citizens. For example, MTS held its traditional “Call an Army Buddy” campaign in more than 25 cities across Russia on May 9, in which everyone had the opportunity to place a free call to loved ones to congratulate them on the Victory holiday at special mobile-communications points temporarily stationed in the cities’ central squares.
MTS supports sports
MTS has been a permanent partner of the Russian Sport Fishing League since 2008, supporting the team in international competition. Additionally, MTS is an official partner of the Russian National Rugby Team and the Russian Aerial Acrobatics Team. In 2013, MTS served as an official sponsor of Russian Premier-League Football. It became the first telecommunications operator in Russia to reach out directly to fans.
MTS preserves historical heritage and promoting of culture
Since 2011, MTS continued implementing Russia’s first-ever innovative historical-cultural project “Virtual History” based on “augmented reality” technology, which makes it possible to display on the screen of a smartphone the image of cities in historical retrospective. The other bright educational and cultural project is «MTS Mobile Library» which enables people to use their smartphones as books, downloading the brightest items of Russian literature with the help of MTS high speed mobile internet. In this project MTS place the QR-codes with the books on different public places’ surfaces – in the streets, parks, museums, airports, railway stations, etc.