02. Citizenship That Matters in Morocco

Citizenship that

Matters in Morocco An enquiry on the state of corporate citizenship in

Morocco

Table of Contents

Foreword

I. Citizenship Overview in Morocco

II. Key Findings

1. Citizenship in General

2. Education and Digital Inclusion

3. Governance

III. Company Profiles

IV. Best Practices

1. ICT Sector

2. Other Sectors

Foreword

This paper is our contribution to capture

and promote the social and

environmental activism of companies in

Morocco.

We started by short listing 45 companies

out of a list of 330 which in our view,

presented the best intentions and run

genuine citizenship in Morocco.

We draw our list from the Corporate

Knights -Global 100 Most Sustainable

Corporations 2009; CRO 100 Best

Corporate Citizens 2008; companies listed in the Casablanca Stock Exchange; certified with the CSR

label of the general confederation of Moroccan Enterprises and the signatories of the Global

Compact Morocco.

For each company, we looked at their way of doing citizenship, their programs related to education

and Information technology, their governance model and wrote extensively about that.

We researched metrics & generated charts that could positively differentiate companies one against

the other.

Four months afterwards, the final result is this report ‘Citizenship that Matters in Morocco.’

We are deeply enthusiast to share this work as we believe it provides an in-depth analysis of

citizenship in Morocco that would still be pleasurable to read in many years round and we hope it

would inspire more companies and people to run citizenship that matters every day.

* What this report is not: This report does not pretend to have holistically covered every citizenship activity of every company in Morocco (as a fact, we benchmarked 45 companies that matters in that space). Regardless of the time and attention to quality directed, this report may include some mistakes & omissions that are unintentional. The principal author is a French speaking native so you may want to keep this in mind when reading. Please, share your enthusiasm or feedback about our report and its findings at [email protected] .

What is Citizenship?

We preferred the term Corporate Citizenship against

Corporate Social Responsibility.

A company is a corporate citizen when it considers the triple

bottom line; that is making money, caring for the

community & society at large and caring for the

environment.

The company sees itself as a society stakeholder that works

with Governments, Business and Academia to drive value.

Principal Author

Richard Seshie Ahedor

Sustainability Consultant

mailto:[email protected]

http://www.linkedin.com/in/rickyci

Citizenship Overview in Morocco

Morocco, officially the Kingdom of Morocco, is a country located in North Africa with a population of

nearly 32 million and an area just under 447,000 square kilometers (173,000 sq mi).

Morocco GDP is estimated to stand at $148,109 billion in 2009.

With tough government reforms and steady yearly growth in the region of 4-5% from 2000 to 2007,

including 4.9% year-on-year growth in 2003-2007; the Moroccan economy is much more robust than

just a few years ago. The major resources of the Moroccan economy are agriculture, tourism, mining

and phosphates (3rd world’s largest producer). Food processing, leather goods, textiles, construction

and fishing are prominent industries. Workers' remittances have played a critical role since

independence.

In 2006, Morocco spent the equivalent of 42% of its export earnings for energy imports.

The Government set a goal of bringing the contribution of renewables to 20% of the electricity

balance and 10% of the national energy balance by 2012.

Moroccan authorities understand that reducing poverty and providing jobs are key to domestic

security and development. In 2005, Morocco launched the National Initiative for Human

Development (INDH), a $2 billion social development plan to address poverty and unemployment

and to improve the living conditions of the country's urban slums.

A number of tax-alimented special funds such as the Social housing fund (Fonds sur l’habitat social)

or the Telecoms and Internet access fund (Fonds sur le Service Universel) and several public private

partnerships characterize the way social needs are tackled at the country-level apart from the regular

social infrastructure.

In 2005, the Moroccan Investment Department conducted a survey on CSR perceptions among

over 1,000 companies of different nationalities based in Morocco. The findings of the survey

revealed that 73.6% of respondents consider CSR as a serious and promising issue for Moroccan

companies, against 19.2% who believe it is an irrelevant matter for Moroccan companies and

emerging countries.

Formally-introduced corporate citizenship offers a history of less than a decade in Morocco but

with ample evidence of ‘do good’. Morocco set world-class examples such as the first telecom

infrastructure site to be solar-powered or the first cement factory powered by wind energy.

We could clearly identify 4 organizational profiles of citizen companies in Morocco:

Subsidiaries of multinational or foreign corporations ‘importing’ their citizenship programs

and practices

Big-sized Moroccan home-grown companies taking the international route and promoting an

image of community activism

Businesses that are suppliers to foreign retailers or clients of foreign suppliers brought to

comply with international or sector based codes of conduct or certifications

The feel-good contribution of small and medium businesses

Overall, the citizenship demonstrated by companies in Morocco has passed the nascent cap but it

remain to be seen how they embrace the international existing best practices; and equally if not

more important how do they genuinely leverage their contribution to the overall economic and

social objectives of Morocco.

http://en.wikipedia.org/wiki/North_Africa

http://en.wikipedia.org/wiki/Agriculture

http://en.wikipedia.org/wiki/Tourism

http://en.wikipedia.org/wiki/Phosphate

1999 –Campaign on clean beaches initiated

2002 -AmCham Corporate Citizenship

Award created

2003 –First CSR

report issued by

CDG Group

2004 – Vigeo, a SRI rating

agency conducts its

1st social audit for

LYDEC

2005 – Intégrales de

l’Investissement forum on

Responsible Investment

2006 – CGEM; the Moroccan Confederation of Enterprises adopts a CSR

charter

2007 –ERAMEDIC;

the 1st

company in Morocco to receive the Label CGEM

on CSR

2008 –Morocco

Center for Clean

Production (CMPP) created

2008 – First Moroccan

private carbon

fund, FCCM-CDG

2009 – 1st

Moroccan Symposium on Energy Efficiency (Assises

Energie du Maroc)

Some key citizenship milestones in Morocco

KEY FINDINGS

12

4 4

12

5

2

5

7

3

1 1 12

1

3

0

1

2

3

4

5

6

7

8

Distribution by Sector

11

20

12

20

5

10

15

20

25

Citizenship Sustainable Development/Sustainability

Corporate Social Responsibility

Multiple

Terminology in use

FACT BOX 1

45 companies and 17

sectors are covered in

this report.

The Information

Technology sector is

most reported with 7

companies, followed by

the financials and the

Industrials sectors with 5

companies each.

The 45 companies benchmarked originate from 17 sectors which represents a

healthy diversity. Nearly all giant sectors of the Moroccan economy seem to vest an

interest into citizenship with the agro industry efforts mapped as part of the

consumer staples sector as well as the mining (phosphates) and the financial sector

efforts are presented. Real estate companies offer too little information to be

benchmarked but contribute a compulsory 4% of their net revenue to a social

housing fund. The notable exception is the tourism Industry which adopted a

charter on responsible tourism but acts as a strong laggard.

1. Citizenship in General

FACT BOX 2

20 companies use

‘Sustainable

Development’ as the

term of choice.

12 for corporate social

responsibility

11 for citizenship

2 alternatively

In-house, a majority of companies have opted for the term ‘Sustainable

Development/Sustainability’. However, when it comes to PR/communication

campaigns, the term Citizenship or ‘Citoyenneté’ in French is widely more

understood, therefore prominently used.

Citizenship Signature

13%

No Citizenship Signature

87%

Existence of a Citizenship Signature

Signature French English

AXA Maroc Mascot Si Kayiss Si Kayiss

DELL Inc. Line TechKnow Techknow

GFI MAROC Line La Confiance durable Trust that last

HOLCIM MAROC Line Construction Durable Construction that last

NORSYS AFRIQUE Line Easymakers Easymakers

Procter & Gamble NWA Line Vivre, Apprendre et S'épanouir Live, Learn and Thrive

Microsoft Line Unlimited Potential Unlimited Potential

FACT BOX 3

Only 6 companies have

introduced a signature

for their holistic

citizenship programs.

51% of companies run big-scale citizenship programs with only 13% of them having

introduced a citizenship signature. The difference lies in the fact that 27 companies

pursue environmental activism with the majority being ‘industrials‘, hence the

perception there is no need to communicate with the public at large.

There are also few cases of a ‘tit for tat’ style of doing citizenship with no glue of

coherence and dispersive communication.

FIGURE 1

Citizenship Signatures in

Morocco

FIGURE 2

AXA Maroc leaflet with

Si Kayiss, the mascot.

Evidence58%

No Evidence42%

Proof of ESG strategy integrated to the core strategy or part of the long-term strategic plan

10

7

31

12

7

4

10

2

4

6

8

10

12

14

Community & Stakeholders

Relations

Community & Stakeholders Relations and Profitability

Environment Environment and

Profitability

Environment, Community & Stakeholders

Relations

Environment, Community & Stakeholders Relations and Profitability

Environment, Profitability

Not Applicable

Pillar(s) of Sustainability evidenced in Citizenship

FACT BOX 4

26 companies consider

Environmental, Social

and Governance issues

as valuable intangible

assets that should be

managed.

FACT BOX 5

The business case for

Citizenship always holds

back the full promise of

Sustainability.

Just 7 companies are

fully embracing the

triple-bottom line

activities: Environment,

Community &

Stakeholders Relations

and Profitability.

We looked for embedded statements on ESG in the identity and/or long term plan

of each company. 22 out of 29 mother HQs of foreign companies or foreign-

controlled companies in Morocco have adopted ESG strategy to the core. In

comparison, 5 out of 16 Moroccan-owned companies (OCP, ONE, SOTHEMA, ONDA,

LGMC) have adopted ESG strategy to the core. Others ‘outsource’ their activities to

self-owned Foundations or green wash.

The profitability spectrum in Morocco is diverse and includes activities such as

Hewlett Packard campaigns against fake print cartridge; L’Oreal responsible

purchasing agreement with argan oil suppliers; Groupe Banque Populaire with the

Micro credit Foundation and Industrials setting up private wind farms.

Arguably, Maroc Telecom offers the best examples of integrated citizenship

profitability in Morocco with initiatives such as mobile phones using the Tamazight

local language commercialized to the berbère population to phone shops

(teleboutiques) with upfront costs donated to entrepreneurs.

1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 3 3 3 34 4 4 4 4

15

19

26

0

5

10

15

20

25

30

Citizenship themes addressed and publicly promoted

FACT BOX 6

31 themes are repeated

123 times.

Environment is tackled

by well over half of the

companies (26) when

HIV/AIDS as an

example, seems to be

of least concern (1).

There is a lot of emphasis on addressing issues such as illiteracy, poverty, youth exclusion and environmental care in Morocco.

The Kingdom of Morocco has spearheaded a number of ambitious Public Private Partnerships; to name a few the Program ‘Génie’ and ‘Nafida’

in education and e-education and the Foundation Mohammed VI for the Protection of the Environment is renowned for its annual campaign

‘Plages Propres’ for clean beaches. The work is in progress and has yielded some results w can deem positive so far. It also remained to be seen

how companies would engage in the near term into a number of pressing or emerging, but sensible issues in the social landscape; namely water

scarcity, HIV/AIDS, tobacco & drug addiction, immigration and emigration.

0 0

1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3

4 4

5 5 5

6 6 6 6 6 6 6

0

1

2

3

4

5

6

7

Citizenship themes addressed and publicly promoted by Company

FACT BOX 7

BMCE Bank and 5

other companies

present the highest

number of topics

said to be addressed

6; when Nokia North

Africa run its

citizenship activities

under a single

theme.

The average number

of themes/company

is 4.

Dell and SAP run

citizenship activities

at the global level

but not at the

country-level in

Morocco.

Flagship 51%

No Flagship49%

Existence of a flagship program, green product or service publicized as such

1 1 1 1 1 1 1 1 1

2 2

3 3

4

0

0,5

1

1,5

2

2,5

3

3,5

4

4,5

Flagship programs by Themes

FACT BOX 8

23 companies run a

citizenship flagship

program.

FACT BOX 9

1 in 3 of all flagship

programs (8/23) relate

to Education and/or

Digital inclusion.

22 of those programs reach an external audience. Just one program is internal; LAFARGE relying of private wind farms to power its cement factories. A number of flagship programs are profiled as best practices in this report.

Companies Flagship Program Theme Short Description

ATTIJARIWAFA BANK ‘JAMIATI’ Education Student ID card Jamiati, web portal to access information on Moroccan universities

AXA MAROC Barometer AXA on retirement Public Survey on Retirement Public Survey on Aging & Retirement

BANQUE CENTRALE POPULAIRE Micro-Credit Foundation Micro finance Micro credit loans

BMCE BANK ‘MEDERSAT.COM’ Education Network of rural schools

CENTRALE LAITIÈRE Nutrition Education Day 'Sihhaty fi taghdiyati' Education Education on nutrition among school children

CISCO MAROC ‘E-Parité’ Gender Promotion CISCO CCNA certification for women made easy

ERICSSON - SONY ERICSSON Solar-powered telecom infrastructure site ICT in the Community Solar-powered telecom infrastructure site

HOLCIM MAROC HOLCIM Awards for Sustainable Construction Sustainable Construction Awards recognizing sustainable construction projects

Inditex SA Cooperation with AMITH on the label 'Fibre Citoyenne'

Suppliers Compliance Compulsory compliance for Moroccan textile and clothing suppliers to be certified with the label 'Fibre Citoyenne'

INTEL Corp. ‘Intel Teach Program’ ICT Education IT skills for teachers

ITISSALAT AL MAGHRIB Association Maroc Telecom for Enterprise Creation

ICT Entrepreneurship Support in opening phone shops, entrepreneurship fund, scholarships

LAFARGE MAROC Private Wind farm s Green Energy Supply Private wind farms to power cement factories

LGMC Industries Support to Working Women Gender Promotion Women in management, literacy program and social advantages

L'Oreal ‘FOR WOMEN IN SCIENCE’ Gender Promotion Scholarships for women researchers

LYDEC Department INMAE Access to Infrastructure Dedicated Department responsible for providing utility services to slums

MEDITELECOM ‘LIAJILCOM’ ICT Entrepreneurship Support in opening community phone shops as micro enterprises

MICROSOFT AJIALCOM ICT Education IT centers hosted within Youth Houses (Maisons de Jeunesse)

NORSYS AFRIQUE ‘TPE’ Rural Empowerment Creation of agricultural micro enterprises

OCP Forestation/Reforestation Program Forestation/Reforestation Forestation, reforestation and development of green cover areas

ONE ‘Plan VER’ Rural Empowerment Valorization Plan for Rural Electrification

ONA ‘VILLA DES ARTS’ Cultural Promotion Exhibition venues for Arts & Culture

Procter & Gamble NWA Always School Program' Education Education on puberty and reproductive health among young school girls

TOTAL Renewable energy powered rural electrification

Access to Infrastructure Solar home appliances, other hybrid systems in rural areas

Veolia Environnement Maroc Prepaid automatic standpipes functioning with photovoltaic panels

Access to Infrastructure Prepaid automatic standpipes functioning with photovoltaic panels

1 1 1 1 1 1 1 1 1

2 2 2 2 2

3 3 3 3 3 3 3

4 4 4

6 6

7

10

0

2

4

6

8

10

12

Education-related Citizenship Programs

FACT BOX 10

The 28 education

themes are repeated 81

times.

Building or upgrading

schools is considered of

highest priority.

Multimedia centers in

schools and E-literacy

programs are

respectively ranked at

the 3rd and 5th position.

2. Education and Digital inclusion

1 1 1 1 1 1 1

2 2 2 2 2 2

3 3

4 4

6 6 6 6

7

8

9 9

0

1

2

3

4

5

6

7

8

9

10

Education-related Citizenship Programs by Company

FACT BOX 11

Microsoft and Holcim

Maroc top the number

of corporate education

programs run in

Morocco, 9 each.

Microsoft runs a

flagship Education

program which is

AjialCom

The ICT companies the

closest to this score are

Meditelecom and Intel;

with respectively 6 and

4 programs.

The number of programs run is not everything. The depth & outcomes of each program matters; yet no comprehensive benchmark can apply

to such a diversity of programs and metrics. Where applying, we marked an ‘F’ sign on top of each histogram to inform the company flagship

program coincides with an educational initiative, therefore being prominent. For IT companies running ICT education programs, we qualified

their flagship programs as Education related instead of Digital Inclusion.

F

F

F

F

F

F

1 1 1 1 1 1 1 1 1

2 2 2 2

3 3 3

4

6

0

1

2

3

4

5

6

7

Digital inclusion-related Citizenship Programs

FACT BOX 12

The 18 digital inclusion

themes are repeated 36

times.

Setting up multimedia

centers in schools by

donating computers

and providing other

forms of assistance is

the most prominent

program.

1 1 1 1 1

2 2 2

3

4 4

6

7 7

0

1

2

3

4

5

6

7

8

Digital-inclusion related Citizenship Programs by Company

FACT BOX 13

Meditelecom run the

highest number of

digital inclusion

programs in Morocco,

7.

Where applying, we marked an ‘F’ sign on top of each histogram to inform the company flagship program coincides with a digital inclusion

initiative, therefore being prominent.

F

F

F

1 1 1 1 1 1 1 1

0

2 2 2

1

0

3 3

4

0

3

5

3

4 4 4

8

0 0 0 0 0 0 0 0 1

0 0 0 1

3 0

1 0 4 1

0 2

2

5 5

2

0

2

4

6

8

10

12

Digital Inclusion and Educational main partners by Company

Digital

Educational

Education Digital Total

ACCOR MAROC 1 - 1

CENTRALE LAITIÈRE 1 - 1

MANAGEM 1 - 1

NABC COCA COLA 1 - 1

NOKIA CORP. 1 - 1

NORSYS AFRIQUE 1 - 1

OCP 1 - 1

ONE 1 - 1

TOTAL MAROC - 1 1 BANQUE CENTRALE POPULAIRE 2 - 2

CIMENT DU MAROC 2 - 2

EQDOM 2 - 2

LAFARGE MAROC 1 1 2 ERICSSON- SONY ERICSSON MAROC - 3 3

PROCTER & GAMBLE 3 - 3

ATTIJARIWAFA BANK 3 1 4

HOLCIM MAROC 4 - 4 ITISSALAT AL MAGHRIB - 4 4

LYDEC 3 1 4

CISCO MAROC 5 - 5

INTEL CORP. 3 2 5

VEOLIA MAROC 4 2 6

BMCE BANK 4 5 9

MEDITELECOM 4 5 9

MICROSOFT 8 2 10

FACT BOX 14

Microsoft, Meditelecom and BMCE

Bank partner with a large number of

organizations

2 2 2 2 2 2 2 2 2

3 3 3

5

10

0

2

4

6

8

10

12

Preferred Digital Inclusion and Educational partners

FACT BOX 15

The Ministry of

National Education is

the partner of choice

both for education and

ICT in education

initiatives.

Zakoura Education

Foundation is offering

non formal literacy

programs for adults.

The University Hassan II

of Casablanca is host to

a micro finance master

program and a number

of company research

initiatives.

In-House76%

In-House and Foundation

15%

Foundation9%

Citizenship Programs run In-house or by a Foundation

Dedicated Board Committee

7%

Not applicable29%

Foreign-controlled companies

64%

Board Committee(s) dedicated to Citizenship

Dedicated Department /

Manager17%

Delegated Department / info

not available83%

Management Structures for Sustainability

3. Governance

FACT BOX 16

Citizenship Programs run:

In-House 34

In-House and Foundation 7

Foundation 4

With 11 foundations in existence,

the ratio is 1 foundation for every

4 companies.

FACT BOX 17

We voluntarily excluded foreign-

controlled companies to

understand how Moroccan

companies are embracing

citizenship at the highest

management level.

3 out of 16 Moroccan companies

have a dedicated Board

Committee overseeing quality,

hygiene, security, environment

and/or community relations

matters

FACT BOX 18

Only 7 out of the 41 companies

which run all or part of their

citizenship departments in house

have hired a manager or created

a dedicated department.

If this is not the case,

departments such as

Communications, Marketing or

HR are usually delegated those

responsibilities.

undisclosed; 44

disclosed; 1

Citizenship Budget

7

5

2

1

1

0 1 2 3 4 5 6 7 8

Fondation Mohammed VI pour la protection de l’environnement

Pacte Mondial (Global Compact) Maroc

Fondation Academia

Planet Finance Maroc

SIDA Entreprises maroc (HIV/AIDS)

Participation in national sustainability or social welfare working groups

FACT BOX 19

Companies in Morocco do not

disclose how much they spend

on citizenship.

The only case is BMCE Bank,

one of the biggest bank in

Morocco which sets aside 4%

of its gross profit (résultat

brut d’exploitation hors

normes IFRS) to citizenship.

Our own calculation points

that sum at 100 Millions MAD

or 12.5 US$ M in 2007 (latest

annual report available).

FACT BOX 20

The General Confederation of

Moroccan Enterprises (CGEM)

has adopted a corporate

social responsibility charter in

2006 and has a number of

commissions working on

citizenship issues.

The cement industry is the

only industry that adopted a

sustainable development

charter with all companies

collaborating on some

industry-wide initiatives.

A majority of national industry

working groups are unable to

translate sustainability issues

into collaborative action.

COMPANY PROFILES

ACCIONA TRANSMEDITERRANEA Citizenship Overview Acciona is a Spanish conglomerate with specializations in the areas of infrastructure, energy, and

water.

Acciona has embraced sustainable development as being central to its strategy and formulates really

comprehensive policies & a yearly action plan.

Acciona Trasmediterránea is part of the Acciona Group, which operates sea crossings of passengers

& goods between Spain, North Africa and other destinations. Moroccan residents abroad (MRE) use

this mode of transportation to cross by hundreds of thousands during summer break.

Trasmediterránea however is not considered a strategic asset and was opted out in the deployment

of the group citizenship. Trasmediterránea only sign of caring is the ISO 14001 certification of its

environmental management system and to date; no prominent action have been noticed.

Core Business Utilities – Diversified

Citizenship Pillars Environment

Citizenship Themes for Morocco Environment


-

Number of Citizenship Programs 1

Number of education and IT-related Programs

-

Main partners -

Citizenship Budget -

Impact -

Participation in sustainability working groups

-

Awards/Recognition -

Contacts Madrid Avda. de Europa, 10 Parque Empresarial La Moraleja C.P. 28108 Alcobendas, Tel. 91 423 85 00 - Fax 91 423 85 55

Flagship Program Description Period Results

- - - -

Recent Program with a high potential

Description Period Results

- - - -

Good Case Practice -

http://www.trasmediterranea.es/index.asp?section=m_ambiente&lang=UK

ACCOR Citizenship Overview Accor Morocco spontaneous citizen actions’ (Earth Guest Day, support to micro finance projects)

have yet to offer a more coherent picture with the recently adopted "Earth Guest" initiative at the

global level and the Foundation Accor awaiting to take ground in Morocco.

The "Earth Guest" program contains eight priorities which include the 'green' upgrade or planning of

hotels, a policy against child sexual exploitation in tourism, the fight against AIDS and malaria among

other social considerations as well as to fund the planting of 3 million trees by 2012.

Core Business Consumer Discretionary

Citizenship Pillars Community & Stakeholders Relations

Citizenship Themes for Morocco Education, Micro finance


-



1

Main partners PlaNet Finance, Association Sahil


Impact 500 women and 100 youth at risk beneficiaries of the micro finance projects


-


Contacts - Flagship Program Description Period Results

- - - -



- - - -


http://www.accor.com/fr/groupe/dev_durable/engagement.asp

AKWA HOLDING (AFRIQUIA incorporated) Citizenship Overview Akwa Group is a Moroccan private

group with interests in different

business sectors and a leader in the

distribution of fuel and gas through Afriquia Gaz, a controlled company. Akwa do not deliver any

prominent citizen action, with the exception of Afriquia supplying free gas to homes of SOS Villages

in Morocco. A relatively strong Hygiene, Security and Environment (HSE) policy has been enacted for

the group. Here, an unusual case of governance is the existence of Petrodis, an internal company

under the responsibility of the group finance department which is responsible for the HSE adoption

for the whole group.

Core Business Energy


Citizenship Themes for Morocco Environment, Sponsoring & Donations


-



-

Main partners Foundation Mohammed VI for the Protection of the Environment


Impact


Founding Member of the Foundation Mohammed VI for the Protection of the Environment


Contacts Tel : (+212) 05 22 35 22 90 - Fax : (+212) 05 22 35 44 46 - Adresse : Km 7, route de Rabat, Ain Sbaâ, Casablanca, Maroc


- - - -



- - - -

Good Case Practice Petrodis is an internally created company overseeing the adoption of Health, Environment and Security measures among all the companies of AKWA group.

http://www.akwagroup.com/web/articles.asp?id_rub=36&id_srub=22&id_espace=4

http://www.akwagroup.com/web/articles.asp?id_rub=36&id_srub=22&id_espace=4

AXA Citizenship Overview AXA Assurance is the second insurance

company in Morocco in market share

terms.

Being responsible, according to AXA is

to assume a sustainable risk transfer

from its customers and to build lasting partnerships with organizations that advocate and sensitize

for the prevention against issues with serious consequences for the public. AXA notably supports

different campaigns for road safety, the Moroccan Association against cancer (AMLCC) and adopted

an internal anti-tobacco policy.

AXA also publishes an annual benchmark study on retirement in 26 countries and included Morocco

in the 2008 opinion survey. About global warming, Moroccans believe their country is no more or

less responsible than others on climate change, with 57% of retirees and 60% of the working

population being "very concerned" or "somewhat concerned ". The same pessimism applies for the

contribution of Morocco in solving the problem.

Core Business Financials


Citizenship Themes for Morocco Financial Assets Protection, Road safety, Healthcare, Sponsoring & Donations


-



-

Main partners -


Impact -


-


Contacts 120-122, avenue Hassan II - Casablanca 20000 - Tél. : +212 (0)22 88 92 92 - Fax : +212 (0)22 88 91 88


- - - -



- - - -

Good Case Practice AXA citizenship signature program is a mascot personage called ‘Si Kayiss’. The personage resulted from an employee brainstorm initiative and has since appeared in different communications campaigns, offering practical advices to protect the planet.

http://www.axa-assurance.co.ma/axa/corporates/view/16

BANQUE CENTRALE POPULAIRE (GROUPE BANQUE POPULAIRE) Citizenship Overview Three foundations are responsible for

addressing each of the 3 citizenship

axis of the Groupe Banque Populaire:

The Foundation for Education and

Culture, the Foundation for Entrepreneurship and the Foundation for Microcredit (the largest

microcredit lender in the country). Groupe Banque Populaire traditionally favors a large shareholder

base (the bank of the people). The regional banks are owned by its customers that hold up to 20% of

the total shares of the company.

The group demonstrates a strong social commitment towards its employees with the example of the

'central purchase store' (Centrale d’achat) where consumer goods are offered at very competitive

prices to all employees.


Citizenship Pillars Community & Stakeholders Relations and Profitability

Citizenship Themes for Morocco Responsible Innovation, Environment, Education, Sponsoring & Donations, Pronounced employee well-being


-



4

Main partners Ministry of National Education, Foundation Mohammed VI for the Protection of the Environment


Impact See the flagship program results




Contacts Fondation Education et Culture, Création d’Entreprises, Microcrédit ; M. Mustapha BIDOUJ, Secrétaire Général Tél : 05 22 43 49 49 (LG) - [email protected]


The Microcredit

Foundation

Micro credit loans 2000 -

ongoing

176 738 clients borrowed ~220 US$

M (1,761 MM DHs.) in 2007



Good Case Practice

The Microcredit Foundation

http://www.gbp.ma/ResponsabiliteSociale/default.aspx


CENTRALE LAITIÈRE Citizenship Overview Centrale Laitière emphasis is to

maintain a privileged relationship with

2 major stakeholders: stockbreeders

and the young audience.

With a leadership in the dairy supply in Morocco, Centrale Laitière is supporting the efforts of

stockbreeders throughout the value chain.

Over 11 million school kids for their part were hosts to the annual Nutrition Education Days, a

program co-organized with the Ministry of National Education since 2003.

Core Business Consumer Staples


Citizenship Themes for Morocco Education, Stockbreeder support, Sponsoring & Donations


-



2

Main partners Ministry of National Education




-


Contacts Press Contact: Hanaâ FOULANI Tél.: 05 22 77 96 14 - GSM: 06 46 11 17 25, [email protected]


Nutrition Education Days School kids from different grades learn about maintaining a healthy and balanced diet

2003-ongoing

11 millions students sensitized



- - - -

Good Case Practice

Nutrition Education Days «Sihhaty fi taghdiyati»

http://www.centralelaitiere.com/web/articles.asp?ID_SRUB=94&id_rub=53&id_espace=1

CIMENT DU MAROC Citizenship Overview Ciments du Maroc, a subsidiary of

Italcementi Group is the 2nd cement company in Morocco by market share term.

Ciments du Maroc sustainable development policy focuses on health, safety and the

environment. The group has adopted a clear policy on Hygiene, Security and Environment (HSE) and

an action plan which includes the ‘green’ optimization of its plants, all plants to be certified ISO

14001 and the construction of a wind farm in Laayoune. Other spontaneous social actions concern

infrastructure building (roads, schools, park rehabilitation…) and children welfare (donation of

educational kits, bicycles and staples).

Core Business Materials

Citizenship Pillars Environment, Community & Stakeholders Relations

Citizenship Themes for Morocco Environment, Education, Sponsoring & Donations


-



2

Main partners Fondation Mohammed VI pour la protection de l’Environnement, Fondation Mohamed V pour la solidarité, Fondation Zakoura Education, Association l’Heure Joyeuse, Ligue Marocaine pour la Protection de l’Enfance


Impact



Awards/Recognition

Contacts Mme Jamila DIANI, Chef du Département Communication Tél. +212.22.85.94.50 à 59 - [email protected] - 621, boulevard Panoramique 20150 CASABLANCA MAROC


- - - -



- - - -


http://www.cimentsdumaroc.com/FR/Développement+durable/

COSUMAR Citizenship Overview COSUMAR Group is the single sugar

national operator and as an industrialist is demonstrating a commitment to environment.

COSUMAR therefore adopted a Quality, Security and Environment (QSE) policy and conducts a

"green" upgrade of its installations.

COSUMAR runs an extensive program that support beet and cane sugar farmers and their

communities. Different methods of micro-irrigation are currently experimented for water efficiency

and to mitigate adverse climate effects.



Citizenship Themes for Morocco Environment, Rural Empowerment, Sponsoring & Donations


-



-

Main partners Association “Les Rangs d’Honneur”


Impact -


-


Contacts 8 rue Mouatamid Ibnou Abbad, BP 3098 Roches Noires Casablanca Tél : 212 5 67 83 00 – 212 5 29 02 83 00 - Fax : 212 5 22 24 10 71


- - - -



Micro-irrigation micro-irrigation methods in beet and cane sugar farming

2007-ongoing

-


http://www.cosumar.co.ma/site/articles.asp?id_rub=71&id_srub=5&id_espace=1

DELL Inc. Citizenship Overview Dell presence in Morocco comprises a

network of certified partners, resellers and a call center. DELL does not run any citizenship activity in

Morocco.

Core Business Information Technology

Citizenship Pillars -

Citizenship Themes for Morocco -


-

Number of Citizenship Programs -


-

Main partners -


Impact


-


Contacts http://www.euro.dell.com/content/topics/topic.aspx/ emea/contact/edb/morocco?c=ma&l=fr&s=gen


- - - -



- - - -


http://content.dell.com/us/en/corp/about-dell-corporate-values.aspx

EQDOM Citizenship Overview

Eqdom is a consumer credit company, a subsidiary of Société Générale Group. Negligible sponsoring

& donation activities are meant to communicate.



Citizenship Themes for Morocco Education, Sponsoring & Donations


-



3

Main partners Fondation Zakoura Education, Rotary Club (Casablanca)


Impact


-


Contacts Casablanca, 127 - Boulevard Zerktouni Flagship Program Description Period Results

- - - -



- - - -


http://www.eqdomnet.ma/information/index.aspx?rub=13&pa=41

ERAMEDIC Citizenship Overview ERAMEDIC is an SME whose specialization vests in hospital engineering, the distribution and

maintenance of medical and laboratory equipment.

ERAMEDIC was the first company in Morocco to obtain the CSR label of the General Confederation of

Moroccan Enterprises (CGEM) and one of just the dozen companies’ to adhere to the Global

Compact Morocco.

ERAMEDIC installed 23 mini-units of clinical waste treatment in hospitals and contributed two

publications, informing on best practices and offering its reflection on the issues of (1) treatment of

clinical waste and (2) the sterilization of medical devices, yet to become a proper reality in Morocco

Core Business Health Care




-



-

Main partners ECODAS, Groupe GETINGE


Impact 5000 copies of each publication distributed 23 mini-units of clinical waste treatment installed in Morocco


Global Compact (Pacte Mondial) Morocco


Contacts Mr Rachid BELKAHIA, Directeur Général [email protected], [email protected] Phone : 212 (0) 05-22-30-69-21 / 22-30-69-22





http://www.unglobalcompact.org/data/ungc_cops_resources/54B16417-99A4-4E88-8781-9F21686F2937/COP.pdf

GFI Citizenship Overview GFI Maroc is a Software & IT services provider, which qualified to be benchmarked as it obtained the

CSR label of the General Confederation of Moroccan Enterprises (CGEM). However, GFI lightly

communicates on its citizenship, the only public statement found on its website stating "it has to be

noted our pragmatic approaches in saving energy, paper and computer recycling; which the group

has practiced for many years."





-



-

Main partners -


Impact -


-


Contacts M. Abdelhak GHOULAM, Directeur des Ressources Humaines Tél : 05 22 94 97 79 - Fax : 05 22 36 94 14 - [email protected]


- - - -



- - - -


http://www.gfimaroc.com/pages/groupe/dE9veloppement-durable.php

GTR Citizenship Overview GTR (Grands Travaux Routiers Maroc)

is a road constructions company, a subsidiary of COLAS France.

COLAS demonstrate an innovation for the environment with the notable introduction of the Vegetal

Végécol (a natural substitute to bitumen) and uses eco-tracking software’s to minimize energy

intensity.

GTR Morocco, for its part adopted an HSE policy on accidents prevention, a charter on road

cleanliness and various exercises to minimize energy intensity.

GTR Morocco hosts a training institute on road professions and supports various associations.

Core Business Industrials




Quality, Safety and Environment Department



-

Main partners Banque vestimentaire, INSAF, ARMADEV


Impact


-


Contacts 5, Bd Abdellah ben Yacine 21705 0 – Casablanca BP : 13 543 Tél. : 05 22 54 59 59 – Fax : 022 30 75 47 - [email protected]


- - - -



- - - -


http://www.colas-rse.com/

HEWLETT-PACKARD COMPANY Citizenship Overview Hewlett Packard Company used to

organize in the past several campaigns against counterfeiting (of print cartridge) in Morocco.

Recently, its citizenship in Africa has expanded with 2 programs:

A program for the management of electrical and electronic waste by strengthening the informal

sector in developing effective processes in waste management and enabling jobs creation.

A program to connect African universities to worldwide research centers, a community grid model-

like with the intention to curb the brain drain.

In 2007, HP launched a one-year pilot project in Africa to identify sustainable recycling processes for

electronic waste in developing countries and went to learn from the experience of the program

<<e-dechets>> in Morocco initiated by the Moroccan Center for Clean Production (CMPP).

HP is currently rolling out the execution of those 2 new programs (for example with the opening in

2008 of a recycling factory in Cape Town, South Africa) and benefits should possibly reach to

Morocco in the near term.


Citizenship Pillars Environment, Profitability

Citizenship Themes for Morocco Environment, Anti-Piracy


-



-

Main partners Global Digital Solidarity Fund, the Swiss Institute for Materials Science and Technology (Empa)


Impact


-


Contacts Lot 10, La colline Sidi Maarouf 20190, Casablanca Maroc Tél: +212 22 436400, Fax: +212 22 973727


- - - -



- - - -


http://h41111.www4.hp.com/globalcitizenship/uk/en/

HOLCIM Citizenship Overview Holcim Morocco considers sustainable

construction as its main contribution

for sustainability.

We have the existence of the Holcim

Foundation for Sustainable Construction, the Global Holcim Awards recognizing architectural projects

in sustainable construction (a Moroccan architect co-won the 2009 Gold Award for a rehabilitation

project of the Medina of Fes) and the recycling & valorization of other sectors waste’ that enters in

the fabrication of cement.

A recent pilot project in Morocco consisted in the construction of 80 properties respectful of the

principles of sustainability and environmental friendliness in the new town of Tamesna: Holcim here

is securing an early expertise in anticipation of more stringent green building requirements in

Morocco. Holcim is also supporting the development of micro-enterprises (cement and concrete

hauliers) and undertakes prominent charitable work that includes social infrastructure building

benefiting communities around its main production sites.


Citizenship Pillars Environment, Community & Stakeholders Relations and Profitability

Citizenship Themes for Morocco Education, Environment, Micro finance, Proximity Community Development, Sponsoring & Donations


-



9

Main partners Fondation Mohammed V pour la solidarité, Fondation Zakoura Éducation, Ligue pour la protection de l’enfance Fondation Academia


Impact -


Foundation Academia

Awards/Recognition Social Responsibility Trophy - category community engagement, les «Intégrales de l'Investissement» 2005

Contacts Avenue Annakhil - Hay Ryad B.P. 2299 - Rabat - Maroc Tél. : + 212 37 71 02 02 - Fax : + 212 37 71 66 97


Global Holcim Awards for sustainable construction

recognizing architectural projects in sustainable construction

Yearly Winners Gold, Silver and Bronze



Construction of ‘green’ properties in Morocco

80 properties 2007-? -

Good Case Practice Ecoval is an industrial waste treatment platform made operational by Holcim in May 2007, the first of its kind in Morocco. Waste from other industries is treated and enters in the fabrication of cement & others.

http://www.holcim.com/MA/FR/id/1610645807/mod/7_0/page/channel.html

INDITEX SA Citizenship Overview INDITEX is a Spanish group, one of the

world’s largest fashion distributors.

With a recent opening of its branded shops (Zara, Stradivarius), Morocco is mainly considered a key

zone for textile and clothing suppliers.

INDITEX expects all its suppliers’ worldwide to demonstrate social considerations.

The Moroccan Association of Textiles (AMITH) introduced in 2003 a social label 'Fibre Citoyenne'.

INDITEX makes it a requirement for any interested Moroccan supplier to be certified 'Fibre

Citoyenne' before any collaboration.

INDITEX has also enacted a code of conduct for suppliers, offer training courses and conduct regular

audits on its suppliers’ locations (over 225 in Morocco). INDITEX collaborate with ITGLWF, the textile

workers’ international union and local labor unions present within its supplier’s premises so as to

encourage a peaceful social environment.



Citizenship Themes for Morocco Responsible Supply Chain


-



-

Main partners AMITH, ITGLW, labor unions


Impact -


-



- - - -



- - - -


http://www.inditex.com/en/corporate_responsibility/sustainability

LAFARGE Citizenship Overview Lafarge Morocco offered the first

example worldwide of a cement

factory powered by wind energy with

the Tetouan wind farm.

A 2nd wind farm project is underway and considered to apply as a Clean Development Mechanism

project.

Lafarge has adopted the concept of 'industrial ecology' that consists to offer a green environment

around the production sites. Lafarge is constantly operating ‘green’ upgrades of its installations and

is recovering the waste from other industries as a raw material component into cement fabrication.

To meet the latter objective; Lafarge, CIMAR and ASMENT created a company ECOCIM dedicated to

the recycling and treatment of waste.



Citizenship Themes for Morocco Environment, Rural empowerment, Sponsoring & Donations


Public Relations and Sustainable Development Department



1

Main partners NAREVA, CIMAR, ASMENT, Fondation Mohamed VI pour la protection de l'environnement, Haut Commissariat des eaux et forêts


Impact -


-


Contacts M. Rachid AMOR; Directeur des Relations Publiques et Développement Durable - Tél : 05 22 52 99 78 - Fax : 05 22 50 45 01 - [email protected]


Cement plants powered by wind energy

Private wind parks powering cement factories

1st park (2005), 2nd park (2010 estimated)

Lafarge private wind park



- - - -

Good Case Practice Lafarge Morocco cement plants are powered with wind energy

http://www.lafarge.ma/lafarge/fr/institution/Institution.jsp?theme=dev&sousth=prd

LGMC Industries Citizenship Overview LGMC is the largest Moroccan exporter

of canned fish. LGMC has the unique

and triple distinction of having adopted

an internal charter of social

responsibility; obtained the CSR label of the General Confederation of Moroccan Enterprises (CGEM)

and a member of the Global Compact Morocco.

LGMC has rolled out a prominent human initiative to support working women in the company but we

note the troubling absence of a strategy in respect of the responsible supply of sea goods, the

company’s core business.



Citizenship Themes for Morocco Pronounced Responsible Governance, Gender promotion


VP of Human Resources and Sustainable Development



-

Main partners -


Impact




Contacts Mlle Mouna SEBBAHI; Responsable Ressources Humaines et Développement Durable - Tél : 05 22 77 72 99 - Fax : 05 22 98 43 28 - [email protected]


Support to working women women in management positions, free access to banking cards to prevent financial pressure at home, literacy program

- -



- - - -

Good Case Practice LGMC counts a head of Human Resources and Sustainable Development; the only Moroccan-born company in our study to have a citizenship dedicated position, part of the executive leadership team.

http://www.lgmcindustries.com/responsabilite-sociale.html

L'Oreal Citizenship Overview L'Oreal in Morocco offers a recent

history of citizenship. Emerging from an international scandal, L'Oréal has agreed on a responsible

purchase agreement with argan oil suppliers in Morocco who factor social and environmental

considerations in exchange of a fair purchasing price.

L’Oreal also supports promising young women researchers by granting scholarships as part of its

global initiative ‘For Women in Science’.



Citizenship Themes for Morocco Responsible Innovation, Responsible Supply Chain, Gender promotion


-



-

Main partners UNESCO, Argan oïl cooperatives


Impact


-



For Women in Science highlights the scientific excellence of women, and scholarship to talented women researchers

2001-ongoing

-



- - - -


http://www.loreal.ma/_fr/_ma/index.aspx

LYDEC Citizenship Overview LYDEC provides water, sanitation and

public lighting services for the towns of

Casablanca, Mohammedia, Ain

Harrouda and 14 other municipalities.

The model adopted in Morocco is that of 'delegated management' where the community retains

ownership of the property and has a right to inspect the quality and distribution of utility services

delivered.

LYDEC initiated several actions to ameliorate the quality of its water and sanitation services, run

public environmental education campaigns and most important; created INMAE, a dedicated

department of 70 collaborators responsible for providing utility services to slums in the Greater

Casablanca.

LYDEC has facilitated different dialogues of the International Social Observatory of Suez in Morocco,

a think tank saying in short: the globalization of the economy should be followed by the globalization

of social well-being.

Core Business Utilities – Diversified


Citizenship Themes for Morocco Responsible Innovation, Education, Environment, Gender promotion, Think-thank Knowledge, Sponsoring & Donations


Communications & Sustainable Development Department INMAE Department (utility services to urban slums)



6

Main partners Fondation Mohammed VI, Association Espace Point de Départ, Alliance Maghreb Machrek pour l’Eau, Observatoire social international de Suez


Impact


The Initiative Award by the Foundation Mohammed VI for the Protection of the Environment for the contribution to <<Plages Propres>>


Contacts Siège : 48, rue Mohamed Diouri - B.P. 16048 - Casablanca Direction Générale : Angle avenue Hassan 1er et rue Gouraud - Casablanca; Tél. : 022 54 90 54 (lignes groupées)


INMAE Department utility services to urban slums inhabitants in the Greater Casablanca

2005 - ? -



- - - -

Good Case Practice LYDEC created the INMAE Department, a dedicated department responsible for providing utility services to slums inhabitants in the Greater Casablanca.

http://www.lydec.ma/

MANAGEM Citizenship Overview MANAGEM, a subsidiary of the ONA

Group is a mining and hydrometallurgy

company. The mining sector is

traditionally a sector under intense

environmental scrutiny and MANAGEM has adopted its own method PEE (Plan Environment

Company) for the environmental optimization of its production sites which still lag behind

international best practices. MANAGEM offers an extensive literacy program to all its employees.

MANAGEM policy on proximity community development provides to communities around its mining

sites with education, health services, women literacy programs and social infrastructure.

Core Business Mining


Citizenship Themes for Morocco Environment, Proximity Community Development


QSE and Sustainable Development Board Committee



6

Main partners Institut français


Impact


Social Responsibility Trophy - category corporate governance, les «Intégrales de l'Investissement» 2005


Contacts TWIN CENTER Tour A, angle Bd.Zerktouni et Bd. Al Massira Al Khadra - BP 5199 Casablanca - Maroc Téléphone : +212 (0)22 95 65 65 - Fax : +212 (0) 22 95 64 64 - [email protected]


- - - -



- - - -

Good Case Practice MANAGEM policy on proximity community development

http://www.managem-ona.com/qualite/

NABC Coca Cola Citizenship Overview North Africa Bottling Company (NABC),

a subsidiary of the Spanish Cobega is the largest bottler of Coca-Cola in Morocco.

NABC installed a wastewater treatment facility in 2008 but does not seem committed to any ongoing

effort.

The Coca Cola Africa Foundation for its part supports different community initiatives and in Morocco

notably sponsors Students in Free Enterprise.





-



1

Main partners Students In Free Enterprise


Impact


-



- - - -



- - - -


http://www.thecoca-colacompany.com/citizenship/index.html

NOKIA NORTH AFRICA Citizenship Overview Nokia Corporation is a

telecommunications company and the largest global manufacturer of mobile telephones. Nokia does

not offer any strong level playing field of citizenship in Morocco. Nokia has supported youth training

on ICT as part of the World Bank E-alpha program for the improvement of adult basic education in

Morocco and claim to pursue other initiatives dedicated to youth and education without more

precision.



Citizenship Themes for Morocco ICT Education


-



1

Main partners Rotary Club (Casa-Anfa)


Impact 300 youth trained on ICT


-


Contacts Casablanca Business Center, Lot No. 2, Lotissement Mandarouna 300 Sidi Maarouf 20190 CASABLANCA Morocco


- - - -



- - - -


NORSYS AFRIQUE Citizenship Overview Norsys Africa is a part of Norsys Group,

a company founded by Sylvain

Breuzard, former president of CJD

France (CJD is a network of young CEOs, highly present and influent in Morocco) that put on the top

of the agenda during his term, the concept of ‘Performance Globale’ (Overall Performance).

Norsys Africa has benefited from the responsible leadership of Mr. Breuzard which embraced

economic, environmental and social performance at the heart of the group's strategy. A strong

corporate governance framework appears to be solidly grounded and the foundation Norsys Africa

runs different community initiatives in Morocco in relation to agriculture, IT training, employment,

environment and health.



Citizenship Themes for Morocco ICT Education, Rural empowerment, Healthcare, Environment, Pronounced employee well-being, Pronounced Responsible Governance


-



3

Main partners Association le Futur des Chantiers et de Développement


Impact



Awards/Recognition 2009 recipient Great Place to Work Institute, Silver Medal recipient of the Sustainable Development Award, "Merit of Development" 2008 by the International Institute for Promotion and Prestige

Contacts Sidi Abbad, Villa N°38 40000 Marrakech Tél +21 24 30 04 62 - fax +21 24 30 79 73 - [email protected]


Très Petites Entreprises Agricoles

Support the emergence of farmers-run micro enterprises

- -



- - - -

Good Case Practice Norsys signature program, Norsys Easymakers comes with a 10-point responsible charter, a promise for each employee and client.

http://www.norsysfondation.org/

OCP Citizenship Overview OCP is the world leader in the

phosphate market & derivatives and

the biggest company by revenue in

Morocco.

With its production exported to over 40 countries, the mammoth stature of OCP has given room to

strong environmental considerations.

Its 3 main areas of action concerns the ‘green’ upgrade of its installations, water efficiency and an

extensive program of forestation and green cover around its production sites and in the host cities

(over 3 million trees planted).

OCP has recently adopted the principle of ‘decentralized procurement’, nurturing a growing base of

suppliers & young businesses, and by so doing strengthening the fabric of local economies and SMEs

in Morocco.

OCP notable examples of community giving are the existence of the agricultural fund OCP and the

donation of 140 acres to relocate 30.000 slum inhabitants in the locality of Khourigba.



Citizenship Themes for Morocco Environment, Entrepreneurship, Education, Think-thank Knowledge, Social Housing, Sponsoring & Donations


-



2

Main partners Fondation Mohammed VI, Al Omrane, Institut Supérieur des Arts et Métiers (ISAM), GIAC, OFPPT, Association marocaine d’éducation et de développement


Impact Over 3 million trees planted 30.000 slum inhabitants relocated


Founding Member of the Foundation Mohammed VI for the Protection of the Environment Foundation Academia


Contacts 2-4, Rue Al Abtal, Hay Erraha (ex Angle route d'El Jadida et Boulevard de la Grande Ceinture) BP 5196 - Casablanca Direction Générale Tél : (212 05)22.23.00.25 – 22.23.01.25


Forestation and Green cover areas

Green belt in the host localities of Khourigba, Youssoufia, Benguérir, Jorf Lasfar and Safi

1999 - ongoing

3 706 555 trees planted as of 2007



- - - -

Good Case Practice OCP outsourcing procurement policy with small and

medium businesses in Morocco

http://www.ocpgroup.ma/jsp/citoyennete/index.jsp

Office National de l'Electricité - ONE Citizenship Overview The Office National de l'Électricité

(ONE) citizenship strategy revolves

around 3 axes: the adoption of

environmental technologies, the exploitation of renewable energy and energy efficiency.

ONE has been adversely affected with the ‘speedy’ removal of the regulation capping self-generated

electricity produced by companies and the emergence of NAREVA, a private operator in the

construction and operation of wind farms.

As recent solutions, ONE is developing a wind power capacity of 1 000 MW by 2012 and introduced a

new offering to transport on its transmission network, companies’ private electricity from production

to consumption sites and buy the electricity surplus (+ 20% of regular electricity price).

ONE is also undertaking numerous 'green' electricity production projects with the Tangier wind farm,

the hydroelectric complex Tanafnit - El Borj and previously used photovoltaic kits, micro hydropower

generators and other hybrid systems as part of the rural electrification program.

The citizenship impact of ONE in rural areas remains undeniable. The successful completion of PERG,

the national rural electrification program helped increase the rural electrification rate (TER) from

18% in 1996 to 93% at the end of 2007. ONE is now following up with the Plan VER (Valorization of

Electricity) which seeks to facilitate the creation of rural local economies around electricity.

Core Business Utilities – Electric


Citizenship Themes for Morocco Environment, Education


Safety and Environment Board Committee



2

Main partners Fondation Mohammed VI pour la Protection de l’Environnement


Impact


Founding Member of the Foundation Mohammed VI for the Protection of the Environment Global Compact (Pacte Mondial) Morocco


Contacts 65, rue Othman Ben Affane 20000 Casablanca Maroc - 05 22 66 80 80 - 05 22 22 00 38


Plan d’Electrification Rurale Globale (PERG)

national rural electrification program

1996-2007

rural electrification rate from 18% to 93%

Recent Programs with a Hipo Description Period Results

Plan VER (Valorization of Electricity)

facilitating the creation of rural local economies around electricity

- -

Energi Pro

Transport of companies private electricity

2007 -

Good Case Practice The Plan VER (Valorization of Electricity) seeks to facilitate the creation of rural local economies around electricity

http://www.one.org.ma/FR/pages/interne.asp?esp=2&id1=16&t1=1

Office National des Aéroports Citizenship Overview ONDA, the national office of Airports integrated a sustainable development axis into its strategic plan

2008-2012 with the environment as a centerpiece (key actions to address noise & air pollution, water

& energy efficiency, the use of renewable energy and to instill an environmental culture among

neighboring communities of the airports). Materializations are a work in progress and a recent

partnership with NAREVA plans the development and exploitation of a wind farm to cover the energy

needs of airports and their facilities.

ONDA also present a strong corporate governance framework with the adoption of an ethical

charter, a charter for sustainable development and the establishment of a board-level committee to

address sustainability issues.

Core Business Transportation


Citizenship Themes for Morocco Pronounced Responsible Governance, Environment


Sustainable Development Board Committee



-

Main partners NAREVA


Impact




Contacts Directeur Général Abdelhanine BENALLOU, [email protected] Siège Social Nouaceur. Tél: 05 22 53 97 17 - Fax : 05 22 53 99 01


- - - -



- - - -


http://www.onda.ma/ONDA/Fr/Espaces/EspaceONDA/LactionCitoyenne/

ONA Citizenship Overview ONA is the 1st industrial and financials

private group in Morocco with over 20

subsidiaries including Centrale Laitière,

Attijariwafa Bank and WANA.

ONA subsidiaries demonstrate various levels of consistency in citizenship; ONA as a holding

maintaining its own mark through the University ONA and the foundation ONA.

The University ONA is the learning platform for ONA employees and stakeholders when the

foundation ONA deploys its actions around 3 axes: cultural, medico-social and intelligence on socio-

economic issues. ONA cultural actions are notoriously known for the Villas of Arts in Rabat and

Casablanca.

Among the subsidiaries of ONA, we would note the newly-created company NAREVA which

constructs and exploits private wind farms (40 to 100 MW) and its clients such as Lafarge Ciments,

Samir, the Office National des Aéroports, the National Railways (ONCF).

Core Business Industrials – Diversified


Citizenship Themes for Morocco Cultural Promotion, Think-thank Reflection, Solidarity


-



-

Main partners Foundation Mohammed VI


Impact -



Awards/Recognition Social Responsibility Trophy - category community engagement, les «Intégrales de l'Investissement» 2005 The Vice-Presidency of ICOM Morocco (International Conference of the Museum) to ONA Foundation

Contacts M. Mouatassim Belghazi – Président du Groupe ONA et Pdt. par intérim de la Fondation ONA, Villa des Arts – Rabat | Tel : 037 66 85 79 à 82 | [email protected]


Villa des Arts Exhibition venues for Arts & Culture

- 2 Villa des Arts : Rabat and Casablanca



- - - -

Good Case Practice NAREVA is a subsidiary of ONA and the first Moroccan company to undertake the construction and exploitation of private wind farms.

http://www.fondationona.com/indexfr.htm

Procter & Gamble NorthWest Africa Citizenship Overview Procter & Gamble is the world's largest

producer of household and personal products with brands in Morocco such as Tide, Ariel and

Gillette.

Procter & Gamble NorthWestAfrica based in Morocco has partnered with the Ministry of National

Education on the "Always School Program", a national initiative educating young girls on puberty and

reproductive health topics and ongoing in its 11th edition. Procter & Gamble also runs an annual

bicycles donation drive to rural school children since 2007.



Citizenship Themes for Morocco Education, Sponsoring & Donations


-



-

Main partners Ministry of National Education, Association L'Heure Joyeuse, Comité National de Prévention des accidents de la circulation, Association « Opération Smile », Association Goutte de Lait


Impact 1200 bicycles offered in 2009 2.5 million young girls aged 12 to 15 years and 200.000 mothers in 900 schools (urban majority)


-

Awards/Recognition Amcham (American Chamber of Commerce) Corporate Citizenship Award 2005

Contacts External Communications Department Tél : +(212) 0 22 47 04 47 - [email protected]


Always School educating young girls on puberty and reproductive health topics

1998 - ongoing

2.5 million young girls aged 12 to 15 years and 200.000 mothers in 900 schools (urban majority)



- - - -


http://www.pg.ma/notreengagement.php


SAP MAGHREB Citizenship Overview SAP is a German provider of enterprise

resource planning (ERP) solutions. SAP is a relatively new player in the citizenship & green IT space.

Present in North Africa and Morocco since 2002, SAP is expanding its presence in three countries:

Tunisia, Mauritania and Algeria and creating a hub in the latter country. SAP counts among its

offerings SAP solutions for sustainability (energy efficiency tracking software’s, systems optimization,

virtualization solutions); other than that its recent global citizenship history has not seen any

materialization yet in Morocco.



Citizenship Themes for Morocco -


-



-

Main partners -


Impact


-


Contacts Twin Center - Tour A # 1705 Angle Boulevards Zerktouni & Al Massira 20100 Casablanca - MAROC Tel : + 212 5 22 95 82 55


- - - -



- - - -


http://www.sap.com/maghreb/about/SAP-sustainability/index.epx

SNEP Citizenship Overview SNEP (Société Nationale d'Electrolyse

and Petrochemicals) is the main producer and supplier of chemicals in Morocco (PVC, Chlorine,

Caustic Soda and Bleach). SNEP articulates its sustainable development policy toward 3

considerations: Social & HR, Health & Safety and Environmental.

Environmental efforts have mainly concerned the elimination of mercury from its production cycle

and replaced with membrane electrolysis, a cleaner technology.

Core Business Chemicals


Citizenship Themes for Morocco Environment, Social Housing


-



-

Main partners -


Impact


-

Awards/Recognition Environmental Award of Mohammedia 2004

Contacts Fatima-Zahra HACHIM - Responsable Communication [email protected] Tél : 023 32 43 28 - Fax : 023 32 43 44 - www.snep.ma


- - - -



- - - -


http://www.ynna.ma/snep/1/3.asp?n1=36&n2=126

SONASID Citizenship Overview SONASID is the main player in the steel

industry in Morocco and the biggest energy consumer in the country.

Like its industrial peers, SONASID places the environment at the top of his citizenship action.

SONASID applies a Quality, Security and Environment policy at all levels of the organization; pursue

energy efficiency and signed for the development of a 50 MW wind farm with NAREVA.

SONASID offers little detail on his community initiatives.





-



-

Main partners NAREVA, AFAK Education à la citoyenneté


Impact -


-


Contacts Responsable Cellule Communication Meryem Benzakour [email protected] - Tél : 022 95 41 00


- - - -



- - - -


http://www.sonasid.ma/webfr/contenu.asp?id_rub=3&id_srub=7

SOTHEMA Citizenship Overview SOTHEMA is a Moroccan company

specialized in the manufacturing and marketing of medicines. SOTHEMA hosts a Health, Environment

& Security Department that claims to environmentally optimize the production cycle. There is no

citizenship strategy, nor do we note any prominent initiative to date.

Core Business Health Care


Citizenship Themes for Morocco Environment, Industrial Security


Health, Environment and Security Department



-

Main partners -


Impact -


-


Contacts Alaoui HASSNA, Responsable du service Health environment & Security; BP 20180 - Z.I. Bouskoura - MAROC - Tél : +212.22.32.01.01 - [email protected]


- - - -



- - - -


http://www.sothema.com/fr/rubrique.php?id_rubrique=5

TANGER FREE ZONE Citizenship Overview Tanger Free Zone (TFZ) is the only

existing Special Economic Zone in Morocco with 254 companies hosted on its premises as of 2006.

TFZ has obtained the CSR label of the General Confederation of Moroccan Enterprises (CGEM),

reason for its inclusion in the list.

However, there is no citizenship evidence and it is our belief, obtaining the CSR label was meant for a

public relations purpose and to attract foreign investment.

On a confirming note, we assessed the attribution rules of the CGEM CSR label where the core

requirements are for companies to adhere to the 10 ‘soft’ principles of the CGEM social responsibility

charter and conduct an external audit. Those are requirements that can be reasonably met by any

company.

Core Business Real Estate/Other


Citizenship Themes for Morocco Pronounced Responsible Governance


-



-

Main partners -


Impact


-


Contacts M. Jamal MIKOU, Directeur Général Tél : 05 39 39 34 05 -Fax: 05 39 39 34 10 - [email protected]


- - - -



- - - -


http://www.tangerfreezone.com/

TOTAL Citizenship Overview Total Morocco supported the

introduction of Gasoil 350 ppm, a less polluting gasoline in Morocco.

Total has collaborated with ONE, the national electricity operator on the installation and exploitation

of solar-powered rural sites and prepaid automatic standpipes functioning with photovoltaic panels.

Total Morocco is also a founding member of ‘SIDA Entreprises Maroc', a business coalition against

HIV/AIDS and support ongoing campaigns to sensitize hauliers and youth at risk. TOTAL community

initiatives range from road safety campaigns, funding prisoner rehabilitation programs to sponsoring

the all-female rally racing ‘Rallye Aïcha des Gazelles’.

Core Business Energy


Citizenship Themes for Morocco Sustainable supply in Energy, Environment, Road safety, Child care, HIV/AIDS, Sponsoring & Donations


-



1

Main partners Office National de l'Électricité, Convention avec Zakoura Micro crédit, Comité National de Prévention des Accidents de la Circulation, ALCS, Haut Commissariat aux Eaux et Forêts, Fondation Mohammed VI pour la réinsertion des détenus, SOS Villages d'Enfants


Impact


SIDA Entreprises Maroc (HIV/AIDS)


Contacts 146, bld Mohamed Zerktouni CASABLANCA Mlle Noujoud GUERMAT – Responsable Communication Externe Tél. : 022 43 15 59 / @ : [email protected]


Contribution to the National Rural Electrification Program

installation and exploitation of solar-powered rural sites and prepaid automatic standpipes functioning with photovoltaic panels

- -



- - - -


http://www.total.ma/os/osmorocco.nsf/VS_OPM/C1256E94004B79BDC1256EFC004B3781?OpenDocument

UNILEVER MAGHREB S.A. Citizenship Overview Unilever is a manufacturer of leading

brands in foods, home care and personal care. Unilever offers marginal public details on its

citizenship activities in Morocco; stating they undertook the cleaning of gas emissions of their plant

in Ain Sbaâ.





-



-

Main partners -


Impact -


-


Contacts Unilever Maghreb SA. Km 10 route côtière - Ain Sbaâ 20252 Casablanca T: +212 22 34 50 29 - F: +212 22 34 38 79


- - - -



- - - -


http://www.unilevermaghreb.com/ourvalues/environmentandsociety/?linkid=navigation

VEOLIA ENVIRONNEMENT MAROC Citizenship Overview Veolia Environnement is present in

Morocco through its subsidiaries: Redal

and Amendis (respectively 100% and

51% subsidiary of Veolia Water AMI)

which run water, sanitation and

electricity utilities for the towns of Rabat-Salé, Tanger, Tetouan and the neighboring municipalities.

Veolia Environnement own model of citizenship can be broken down into 2 main axis:

1. Its core business which includes environmental services, manifests through a constant willingness

to deepen its technical mastery of the water cycle, offer a wider access to potable water and the

adoption of environmental technologies such as the prepaid automatic standpipes functioning with

photovoltaic panels.

2. The Veolia Enterprise Foundation is an ‘internally run’ foundation with employees nominating

community projects that should relate to Solidarity, Professional Integration and Environment.

From to 2004 to 2008, over 20 projects in Morocco were funded and as diverse as schools creation,

public standpipes availability in rural areas to ICT centers (notable support to Ateliers Sans

Frontières).

Core Business Services – Environmental


Citizenship Themes for Morocco Solidarity, Youth Employment, Environment


-



6

Main partners Varies according to employee-funded projects


Impact -


-

Awards/Recognition "Trophy of cultural diversity in business" by the France-Maghreb Convention awarded for the project << Alphabétisation du Groupe >> (Employee Literacy)


Prepaid automatic standpipes functioning with photovoltaic panels

Availability of prepaid automatic standpipes functioning with photovoltaic panels in rural areas

- -



- - - -

Good Case Practice The Veolia Enterprise Foundation exclusively funds employee- nominated projects (often in the communities they grew or to mission-supported organizations). If the application is successful, employees display the title of patron; a huge factor of motivation and retention.

http://www.developpement-durable.veolia.com/fr/carto.aspx

BEST PRACTICES

CISCO SYSTEMS Citizenship Overview Cisco, a global provider of network

solutions, exercise its social

responsibility in Morocco through 2

prominent initiatives on education:

One which focuses on women's access

to IT-enabled jobs (E-Parité since 2004) and the other facilitating the inclusion of youth in the

knowledge economy through the acquisition of IT and non-IT skills (Cisco Networking Academy since

2001 and MyTecC since 2008).

Core Business Computer Hardware


Citizenship Themes for Morocco ICT Education, Gender promotion, Pronounced employee well-being, Solidarity, Support to MDG 2015


-



2

Main partners UNDP/ICTDAR, Teachers Without Borders, UNIFEM, USAID, Ministry of National Education


Impact See flagship program results


-


Contacts Twin Centre, Tour Quest 16è Etage - Angle Bds Zerktouni & Al Massira Casablanca 21000 Morocco Tel: 212 22 95 84 60, Fax: 212 22 95 80 23


E-Parité CISCO CCNA certification for women made easy

2004-2007 In 2008, 700+ women students and graduates. 31% of students enrolled in CISCO Networking Academies in Morocco are female up to 2008



Mediterranean Youth Technology Club – MYTecC

Courses on IT skills, life and business skills for youth (ages 15 to 18) in Mediterranean MENA

2007-ongoing

Approximately 320 students are attending courses in Egypt, Israel, Morocco, the Palestine territories, Portugal, Turkey, and Yemen

Good Case Practice In addition to networking skills, CISCO students

receive 'soft skills' training such as CV writing,

personal plan, English, leadership and more depending

on the program. By providing IT and non IT-skills,

CISCO intention is to offer to those youth a better

employment profile’.

http://www.cisco.com/web/about/citizenship/socialinvestments/index.html

ACHIEVING E-QUALITY IN THE SECTOR

II. Description A Gender Initiative was kicked off in April 2000 by Cisco Systems and the Cisco Learning Institute which sought to increase women's access to IT training and career opportunities, mainly through the Cisco Networking Academy program. Women in the Middle East were encouraged to acquire IT skills through the 'Achieving E-Quality in the ICT Sector' program rolled out in Jordan and Morocco and backed by UNIFEM. The program aimed to strengthen the ICT skills of students, both men and women by providing training on the installation and maintenance of networks; which is taken care of by local Cisco Networking Academies. In Morocco, the project with an initial span of two years, began in 2004 but was then extended until 2007. 650 students (including 40% women) had to benefit from this project with the following objectives: - Enhance the ICT skills of Moroccan students from the 12 institutions participating in the training curriculum CISCO Certified Network Associate (CCNA) with Internet access to their respective institutions; - Increase opportunities for students to find employment in the ICT sector with an analysis of the sector needs and by providing to participants, training in career development and employment preparation; - Assist participants in this program in the job search and placement.

I. Original Motives • Respond to a growing need for networking skilled engineers. A skills gaps study in the Middle East, Pakistan and South Africa conducted in 2006 by IDC on behalf of Cisco, predicted a need for an additional 265,000 skilled engineers by 2009. • Bridge the 'digital gender gap' in the Middle East"

III. Value Model Students graduate with the Cisco certification CCNA 1 to 4 at the end of the training. In addition to networking skills, it was recognized that students should receive 'soft skills' training which focused on CV writing, personal planning, communication skills and preparation for a professional career. One school, Mohammedia ENSET went an extra mile by offering specific training on software.

V. Main Partners & Role • Co-financing by the U.S. Agency for International Development (USAID-Rabat) and Cisco • Choice of local academies by the Ministry of National Education (MEN) and the State Secretariat for Vocational Training (SEFP) • Training content made available by Cisco • ENSIAS Rabat Academy acts as the reference academy which oversees and supports the quality of training provided by all academies • Delivery of training by Local Academies

IV. Impact • 1962 persons including 702 women enrolled in the program in 2006 In 2006, 238 Moroccans, including more than 44% of women completed their CCNA Cisco training 50% of the first class has found jobs, less than 6 months after the end of their training. • In 2008, that number was more than 700 women students and graduates with an effective participation of 10 institutions. • Among all CISCO Networking Academies in Morocco, 31 percent of the enrolled students are female up to 2008.

UNIFEM sets a reservation quota

allocated to women as participants in

each academy

Any undergraduate scientist (A-levels+2 and higher)

either student, unemployed or employee applies and

once selected pay the following costs: 4000 dh

(~500 USD) for students or people seeking employment,

5000 dh (~625 UZD) for employees.

(subsidized sum as opposed to 14,000 dh ~1750 USD in

general)

A class of ~15 people receives a 280-hour on-line and practical

training and are taught soft skills

UNIFEM covers all or part of the cost of the

final CCNA certification exam

Organization of a 'Forum de l'Emploi' to

connect CCNA graduates with

employers

VI. Main Locations Morocco wide • 1 Reference Academy (RA): ENSIAS de Rabat • 11 Local Academies (LAS): 4 Las from the MEN (Lycée Technique de Fès ; Lycée Technique de Salé ; Ecole Normale Supérieure d’Enseignement Technique de Rabat ; Ecole Normale Supérieure d’Enseignement Technique de Mohammedia) 6 Las from SEFP (ISTA Sala ElJadida ; ISGI - Casablanca ; ISTA Mohammedia ; ISTA Mohammed El Fassi Errachidia ; ISTA Khémisset ; ISTA Maâmora Kénitra) • 1 Association: Foundation Orient-Occident

VII. Communication A Cisco Academy conference was organized each year to showcase the work accomplished as well as during other organized events.

VIII. Budget "2, 1 million $US Nature: cash donation Split as follows: • Year 1 & 2 (2004-2006): 1.902.137 $US (CISCO: 1.359.137 $US, USAID: 543.000 $US) • Year 3 (2006-2007): 220 000 $US.

X. Direct or Indirect Benefits for Cisco "Cisco counts in 2009 nearly a hundred networking academies in Morocco, with more than 7,500 students enrolled. Cisco benefits of the status of strategic technology advisor in the educational area and recently signed in June 2009, an agreement with the Ministry of Education for the establishment of a Cisco Regional Academy hosted within the Ministry and the creation of 16 additional Cisco Networking Academies in all the regional academies of education and training (Aref). "

ERICSSON TELEPHONE AB - SONY ERICSSON Citizenship Overview Ericsson and Sony Ericsson are both

represented by Ericsson Morocco S.A.R.L in

Morocco. Ericsson is a leading provider of

technology and services to telecom

operators. In 2000, Ericsson realized in

Morocco the 1st solar-powered telecom infrastructure site worldwide, on the request of Maroc

Telecom looking at that time at ways to expand its customer base in rural areas.

Ericsson is supporting ''Lumière de Rhamna'' (Light of Rhamna), a 2009 initiative that aims to offer e-

health and e-education services to the schools of the Rhamna area in the North of Marrakech.

Sony Ericsson is a mobile phone manufacturer owned equally between Sony Corporation and

Ericsson. Sony Ericsson designed the 1st mobile phone using the Amazigh alphabet and marketed in

2000 by Maroc Telecom.



Citizenship Themes for Morocco Environment, Education, Healthcare, Employee Diversity


-



3

Main partners Maroc Telecom, Ministry of National Education, Ministry of Health, National Initiative for Human Development, Rhamna Foundation for Sustainable Development (FRDD)


Impact


-


Contacts RABAT - HEAD OFFICE CENTRE D'AFFAIRES AILE SUD - LOT 1B/S3 HAY RIAD RABAT MOROCCO; Phone: +212 37 57 99 00 Fax: +212 37 56 31 15


Solar-powered telecom infrastructure site

a network optimization program, including a complete turnkey GSM radio network, RBS, passive antennas, MINI-LINK™, solar panels, battery back-up and anti-collision lights.

2000 -



Lumière de Rhamna'' e-health and e-education services to schools

2009 -

Good Case Practices

''Lumière de Rhamna'' Program

Solar-powered telecom infrastructure site

http://www.ericsson.com/ericsson/news/archive/2009/090423_morocco.shtml

Ericsson Business

consulting business plan

for the 3G network in

Rhamna

Deployment of the 3G

network and schools

equipment

Students enjoy e-education and e-health

services

Follow-up by the steering committee

LUMIERE DE RHAMNA

I. Original Motives Reduction of schools drop out rate in the region of Rhamna

II. Description Ericsson Morocco partnered with the Ministry of National Education, the Ministry of Health and the Foundation Rhamna for Sustainable Development (FRDD) to offer e-education and e-health services to the schools of the Rhamna area in the North of Marrakech; by providing 3G network coverage for that purpose. Since May 2009, students in this province benefit from distant learning via interactive tools with options to connect to 3G mobile internet and health services provided by a mobile unit offering tooth and eyes checking services for pupils. This allows young people to benefit from new technologies, fight against school drop outs and establish means for the improvement and modernization of teaching techniques. The 3G network should also facilitate new activities in the region such as internet cafes.

III. Value Model Ericsson Business consulting played an active role in defining the scope of ‘’Lumière de Rhamna’’ project and calculated the business case including investments needed and gains in terms of school drop-out reduction and job creation in the region. A steering committee directed by the FRDD president will ensure the follow-up of the agreement implementation for a period of 4 years."

IV. Impact Ongoing, figures not available

V. Main Partners & Role • Ministry of Education: access to schools • Rhamna Foundation for Sustainable Development: implementation and follow-up of the program • Ministry of Health; undisclosed • The National Initiative for Human Development; undisclosed

VI. Main Locations Schools in the region of Rhamna

VIII. Budget Not available

VII. Communication Not available

IX. Direct or Indirect Benefits for Ericsson This is the first big-scale community program undertaken by Ericsson Morocco still in an early application phase; benefits remain to be seen

IBM Corp. Citizenship Overview International Business Machines Corporation (IBM) is

present in the areas of hardware, software and

services.

IBM on a worldwide level is running a 'Global Citizen

Portfolio' which includes initiatives such as the Corporate Citizenship Peace Corps Community Grid and Eco-Patent

Commons. Nonetheless, there is no genuine citizenship commitment in Morocco.

IBM has contributed to the elaboration of the government plan on Innovation "Maroc Innovation» 2008-2009 and

through the Convention "Morocco Innovation Initiative", recently opened an IBM «Innovation Center» (43

worldwide) and a «Technical Exploration Center» (70); the first in Africa. This can be diversely appreciated as

business as usual or a gesture of faith & good citizenship to have such an existing platform in an emerging country

or both reasons.

Core Business Computer Hardware


Citizenship Themes for Morocco Support to Public Sector Initiatives


-



-

Main partners Ministry of Industry, Trade and ICT


Impact


-

Awards/Recognition

Contacts Le Zénith I, Lotissement Attaoufik Route de Nouasseur -Sidi Maârouf BP 13487 Casablanca, MAROC Tél.: +212 2 297 2797, +212 2 297 2797, Fax : +212 2 297 2732


Morocco Innovation Initiative

Convention with the Ministry of Industry, Trade and ICT

2008 IBM «Innovation Center» and «Technical Exploration Center» in Morocco



- - - -

Good Case Practice

Morocco Innovation Initiative

http://www.ibm.com/ma/fr/

MOROCCO INNOVATION INITIATIVE

I. Original Motives Support the ambitions of Morocco for Innovation

II. Description The Moroccan government has spearheaded different initiatives in the past such as the E-Morocco strategy 2005-2010 converging all efforts to support the Information Society and Knowledge Economy reality in Morocco and the ‘Contrat Progrès 2006-2012’; a strategic vision and an action plan for the development of ICT sector and the off shoring industry. In 2007, the department of Industry and the department of Higher Education & Scientific Research observing that Morocco only spends 0.8% of its GDP on R&D; expressed a willingness to formulate a strategy for Innovation with the aim to position Morocco as a provider of technology and allow the emergence of a high added value economy. The 2 departments turned to IBM; considering the company background as one that contribute a high number of patents worldwide and having secured a specialization in coaching development strategies for Innovation in previous countries (USA, India, Mexico and Vietnam) 2 answers were provided by IBM: - The opening of an Innovation Center and a Technical Exploration Center in Morocco, the first in Africa - Setting up a joint committee composed of experts from public and private sectors, universities and IBM to develop a National Strategy for Innovation for the key economic sectors. Opened in April 2008, the Innovation Center offers business partners, ISVs and integrators an access without charge to IBM hardware and software resources and other benefits. The ""Technical Exploration Center is in turn a conference center where IBM freely offers to its customers an access to high-tech competencies. High level professionals share their experience through workshops.

III. Value Model The results of the joint expert committee were presented during the 1st Summit of Innovation ""Morocco National Innovation Summit"" in June 2009. On the sidelines of the summit, nine cooperation agreements and partnerships in the field of R&D were signed and IBM would collaborate with the Moroccan Association for Innovation and Research (MASCIR) for setting up an international-level R& D infrastructure supportive of 4 technologies (nanomaterials, microelectronics, biotechnology and ICT)

The joint committee for his part developed the ""Morocco Innovation Initiative"" 2009-2013 plan. The ""Morocco Innovation Initiative"" offers a comprehensive strategy formulated with the end-goals being to produce 1000 Moroccan patents per year from 2014, against ~200 now, and creating 100 innovative start-ups per year from the same date. This initiative includes the establishment of a public-private governance body, the creation of the Moroccan Center of Innovation, the Moroccan Club of Innovation, Clusters, the establishment of the ""Trophies of Innovation ""and an entire ecosystem for Innovation. The program cost was estimated to stand at 125 millions US$ (1Billion Dhs.) for 2009-2013 with 300 MDH at the expense of the State Budget and 150 MDH supported by the Hassan II Fund for Economic and Social Development.

IV. Impact Ongoing

Signature of the Convention "Morocco Innovation

Initiative in April 2008

Active listening to all components of the ecosystem for

innovation(Administrations,

Universities, Research Centers,

Business, Civil Society, Financial

Sector)

Meetings in July and October

2008 revolved around 3

workshops led by experts from IBM (Infrastructure, Investment,

Talent)

Restricted task force to write a

preliminary document

Syndication phase leading to

recommendations

Final presentation at the Innovation Summit in June

2009

V. Main Partners & Role • Originators of the Initiative: The Ministry of Industry, Trade and ICT The Ministry of National Education, Higher Education, Professional Training and Scientific Research • Partner during the plan elaboration: General Confederation of Moroccan Enterprises (CGEM)

VI. Main Locations Morocco wide

VII. Communication The Moroccan Government organized the first ever Morocco National Summit for Innovation in June 2009; where the plan ""Morocco Innovation Initiative" was officially presented

VIII. Budget 0.625 US$ million (Disclosed costs including the IBM «Innovation Center», the «Technical Exploration Center» and IBM consulting services for the "Morocco Innovation Initiative")

IX. The future of the program Execution of the plan "Morocco Innovation Initiative" from 2009 till 2013

X. Direct or Indirect Benefits for IBM IBM benefits from a clear & intimate picture of the innovation momentum in Morocco and has shown they can capitalize on this advantage with the recent convention with MASCIR. IBM enjoys a strong advisory status among government officials and visibility among different society players.

INTEL Corp. Citizenship Overview Intel, the microprocessor giant structures its

citizenship considering 4

axes: Business/Workplace, Environment,

Community and Education.

Education is the prominent topic in Morocco and comprises the "Intel Teach", "Intel World Ahead" and "Multicore

University" programs.

"Intel Teach" learning curriculum serves to train teachers as part of the national program GENIE for ICT adoption in

the education sector.

"Multicore University" equipped INPT, a technical Institute in Morocco with a multi-core lab and a learning program

on multi-core systems.

"Intel World Ahead" deployed their ‘affordable’ classmate PCs and WIMAX connectivity to Saad Ibn Abi Al Ouakass

Elementary School as a proof-of-concept in Morocco. Intel then supported a 2nd government program Al Morchid

shared access, whose objectives are to provide an access point to information for social services, education, leisure

and government services. The Classmate PCs performed a double duty as the student computer lab during the

school day and a shared access community center in the evenings providing access to government services to

members of the community.

Core Business Electrical Components & Equipment


Citizenship Themes for Morocco Digital Inclusion, ICT Education


Intel Education Manager



4

Main partners National Telecommunications Regulation Agency (ANRT), Ministry of National Education, Ministry of Industry, Trade and ICT, BMCE Bank MEDERSAT.COM rural college program


Impact -


-


Contacts Twin Centre, Angle Bds Zerktouni & Al Massira Casablanca 21000 Morocco Casablanca


Intel Teach IT skills for teachers 2006-2008 -



Intel World Ahead Donation of 1.000 classmate PCs to rural schools

2008 -

Good Case Practice Intel Classmate PCs can perform a double duty: a student computer lab during the school day and a shared access community center in the evenings as shown in the locality of Saad Ibn Abi Al Ouakass.

http://www.intel.com/intel/corpresponsibility/index.htm?iid=gg_about+intel_gcr

INTEL TEACH PROGRAM MOROCCO

III. Value Model The more advanced curriculum on the ""Use of ICT in education"" hosted a limited number of teachers. The hourly volume of Intel Teach is 80 hours or 10 days. A 2- level training method was adopted: the training of master trainers, master trainers train in turn pre-selected teachers from each of the 16 Regional Academies of Education and Training (AREF) of Morocco.

I. Original Motives Assist the Government in integrating technology into the classroom in Morocco

II. Description Intel® Teach Program trains teachers to effectively integrate technology and project-based learning into their classrooms worldwide. GENIE initiated since 2005 is a national program of the Moroccan government, with the aim to mainstream ICT into the education system to benefit all the 8600 schools in Morocco. The program consists of 3 pillars: • The "infrastructure" pillar for equipping schools with multimedia rooms connected to the Internet; • The "content development" pillar which focuses on the development of digital educational content to support the curriculum; • The "training" pillar which empowers teachers with the necessary skills for the use of multimedia. GENIE 3-year training plan looked at introducing computing to 230,000 persons (teachers, inspectors, technicians, heads of institutions ...) and train 10,000 teachers to integrate ICT in the learning content around the following courses: "Introduction to ICT", "Use of ICT in education", "equipment maintenance" (technicians). The Intel Teach curriculum served in the course ""Use of ICT in education"" Various agreements were signed with the Ministry of National Education (M.E.N) to train 6,000 teachers by 2006, extended to 12,000 in 2007 and 25,000 teachers by 2008. Qualified experts to train a core group of trainers and the Intel Teach curriculum in Arabic (curriculum previously used in Egypt; in paper and CD-ROM versions) were made available by Intel.

IV. Impact Training of 120 master trainers and 4500 teachers up to 2007 (newspaper Le matin.ma nov.2007)

V. Main Partners & Role • Intel sponsored qualified experts to train a core group of trainers, offered an access to the Intel Teach curriculum in Arabic and sponsored various events and competitions. • The Department of Education enforced copyright on Intel Teach curriculum, guaranteed a dedicated number of training rooms (16) and validated the Moroccan-adapted learning content • The equipped rooms within the Teachers Training Centers (CFI), Regional Educational Centers (CPR) and AREF Centers host the trainings • The National Institute of Posts and Telecommunications assesses the impact of the training course (initially ANRT) A steering committee which brings together all parties meet at least every 6 months was responsible for the adoption of an action plan, monitoring and undertaking corrective actions.

Adaptation of the training content to

the Moroccan context by the

working Group: M.E.N-INTEL-

CNIPE

Foreign and Moroccan experts

train master trainers

Signing of an agreement with the centers hosting the teachers’ trainings

Selection of pre-qualified teachers

Training of teachers

VI. Main Locations Morocco-wide through the 16 Regional Academies of Education and Training (AREF)

VII. Communication Training materials contain the joint logos of the Ministry of Education and Intel

VIII. Budget Not available. Yet, the Intel Teach curriculum was graciously made available to the Ministry of National Education.

IX. Direct or Indirect Benefits for Intel The project Nafid@ is the organic extension of GENIE with the aim to offer an e-learning platform to the whole profession, facilitate the acquisition of laptops, Internet access to 100,000 members of the education family in Morocco within the horizon 2008-2010. Nafid@ partnered with a range of ICT players to offer substantial discounts on Internet subscriptions and laptops; the latter one being pre-loaded with educational content. Intel PC Basics and Microsoft ABC e-learning programs on ICT were made available. Up to July 2009, over 40 000 laptops and 150,000 Internet subscriptions were sold.

ITISSALAT AL MAGHRIB (MAROC TELECOM) Citizenship Overview Maroc Telecom is the historic operator and the

telecom leader in Morocco which stated a firm

willingness to play a leading role in developing the

information society in Morocco. Its sustainable development policy is materialized through several programs

related to education, jobs creation, promotion of local content with the use of information technology. Offering the

best examples in Morocco of integrated citizenship profitability; its initiatives range from discounted internet & 3G

mobile telephony offers to teachers, discounted ADSL access to schools, deploying solar powered sites for rural

customers, mobile phones using the Tamazight local language commercialized to the berbère population to phone

shops (teleboutiques) with upfront costs donated to entrepreneurs ( the latter one part of the activities of the

Association Maroc Telecom pour la Création d’Entreprises).

Maroc Telecom also introduced a recycling program of its 400 million prepaid cards and anticipates the migration

of 40 to 50% of the cards through the electronic mode by 2011.

Core Business Telecommunication Services


Citizenship Themes for Morocco Digital Inclusion, ICT Entrepreneurship, Environment, Healthcare, Anti-Tobacco, Sponsoring & Donations


-



1

Main partners Ministry of National Education, Sony Ericsson Maroc, Institut Royal de la culture Amazighe, Foundation Mohammed VI for the Protection of the Environment


Impact -


-


Contacts Janie Letrot, Directrice générale de la Réglementation, de la Communication et du Développement à l’international; Téléphone : +212 537 71 90 00 - Télécopie : +212 537 71 48 60


Association Maroc Telecom pour la Création d’Entreprises

Support in opening phone shops, entrepreneurship fund, scholarships

2005-2010

-



- - - -

Good Case Practice

The Association Maroc Telecom for Enterprise Creation

http://www.iam.ma/Groupe/DeveloppementDurable/Pages/Accueil.aspx

ASSOCIATION MAROC TELECOM FOR ENTERPRISE CREATION

I. Original Motives Contribution to the promotion of employment under the National Initiative for Human Development (INDH)

II. Description Through a convention signed with the Moroccan government over five years (2005-2010), Maroc Telecom had commit to hire young graduates and enable unemployed youth to develop a professional activity through its distribution network of product and services. A 5-year program was launched in 2005 to support the creation of enterprises by young graduates. Vivendi Universal (a shareholder of Maroc Telecom) and Maroc Telecom itself equally contributed 1 million Euros each to establish an entrepreneurship fund and led the creation of the Association Maroc Telecom for Enterprise Creation (AMTCEPE) to oversee the fund. In addition to funding youth entrepreneurial projects, the association provides an average of 40 scholarships to deserving students from disadvantaged backgrounds and encourages academic excellence by rewarding each year baccalaureate majors. This is made possible as members of the Supervisory Board of Maroc Telecom waived their attendance fees to Board meetings which are transferred to the program.

IV. Impact 61 funded projects for a total disbursement of 380 000 US $ (3 026 400 Dhs) and the creation of 171 new direct jobs. 246 excellence awards, 123 scholarships in Morocco and 3 foreign scholarships offered as of March 2009. "

V. Main Partners & Role • Morocco Telecom and Vivendi Universal as initial contributors to the entrepreneurship fund • Office of Vocational Training and Work Promotion (OFPPT): transmission to AMTCEPE of eligible projects identified through Moukawalati points (another entrepreneurship fund) and joint support.

III. Value Model The association considers any project from any sector of activity. The maximum loan amount is capped at 12.500 US$ (100 000 Dhs.) for a requested investment not to exceed 37.500 US$ (300 000 Dhs.) This is an interest free loan bounded with a minimal personal contribution equal to 15% of investment and a bank credit can be extended as appropriate. The loan repayment is 2 to 5 years with a deferred option of 6 to 9 months. The Enterprise creation process uses the classical selection- coaching and post-creation monitoring approach.

Signature of the convention 2005-2010

with the Moroccan government

Contribution of 2 million Euros to the

entrepreneurship fund

Creation of the Association Maroc

Telecom for Enterprise Creation

Youth projects funding, advisory and monitoring

VI. Main Locations Morocco wide

VII. Communication Web presence Promotional material to universities & educational institutes

VIII. Budget 2 million Euros to the entrepreneurship fund Attendance fees to Board meetings

IX. Direct or Indirect Benefits for Maroc Telecom Trust relationship with government officials through the convention execution IAM enjoys a strong visibility among youth and the entrepreneurial community in Morocco

MEDITELECOM Citizenship Overview Meditelecom is a prominent citizenship player in

Morocco and one of the few companies to have a

dedicated Corporate Social Responsibility

Department. Telefonica is a Spanish

telecommunications company that holds a majority stake in Meditelecom. Telefonica Morocco Foundation, a

nonprofit organization was formed by a consortium of companies including Meditelecom, CDG, BMCE, Akwa and

Afriquia (the latter 4 being minority shareholders of Meditelecom). Both the CSR department and Telefonica

Morocco Foundation run Meditelecom citizenship activities that converged into three major areas: Education,

Culture and Solidarity among which we note the outstanding example of Liajlicom, a community phone shops

initiative. Meditelecom is good at creating synergies with other companies as evidenced in the collaboration cases

with BMCE Bank for the creation of rural colleges or Intel for the pilot projects of the label Al Morchid.

Meditelecom regularly opens up its distribution channel to raise funds for the Foundation Mohammed V, SOS

Villages and offer to its customers; informed promotional offers or overtaxed SMS with the revenue generated

being distributed among different partner associations.

Core Business Telecommunication Services


Citizenship Themes for Morocco Education, Cultural Promotion, ICT Entrepreneurship


Corporate Communications and Corporate Social Responsibility Department



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Main partners Ministry of Social Development, Family and Solidarity, BMCE Bank, DEPPTI, Ilaicom, Collectique pour l'Environnement




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Contacts Département de la Communication institutionnelle et de la Responsabilité Sociale - Tel: 065 55 11 71 Fax: 065 55 12 12 - [email protected]


Liajlicom Support in opening 5.000 community phone shops as rural micro enterprises

2006-ongoing

5.000 community phone shops in 2008



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Good Case Practices

Liajlicom

Giving access to its distribution channel to

raise social funds

http://corporate.meditel.ma/jsp/responsabilite_sociale/index.jsp


LIAJILCOM

II. Description In July 2006, the Ministry of Social Development, Solidarity and the Family; Telefonica Foundation and the company Ilaicom launched the project Liajlicom which literally means ‘For You’ (Pour Vous). 667 rural and urban localities identified as the most precarious localities in Morocco; lacked access to telecommunications services and faced high unemployment. As a response, LiajliCom aim was to provide a stable source of income to micro entrepreneurs; through the run of 5.000 payphones or community phone shops to be installed in those localities. Telefonica Foundation was Meditelecom citizenship arm for LiajliCom. The company Ilaïkom pioneered the community phone shop model.

I. Original Motives • Contribute to the opening up of disadvantaged areas • Encourage the development of local entrepreneurship • Contribute to the Moroccan government Employment Initiative "

IV. Impact The goal of 5.000 community phone shops was met in 2008. V. Main Partners & Role • Design and marketing of community phone shops by the company Ilaicom • Grant to purchase payphones and reduction on the cost per call by the Telefonica Foundation and Morocco Meditelecom • Grant to purchase payphones by the Ministry of Social Development, Family and Solidarity • Complementary loans to local entrepreneurs by micro credit associations " VI. Main Locations The poorest 403 rural communities and 264 urban districts as mapped by the National Initiative for Human Development (INDH) Souss Massa Draâ, Marrakech Tensift El Haouz, Gharb Chrada Beni Hssen and Doukkala Abda were the main regions to benefit from LiajliCom. VII. Communication Organization of testimony rallies Informational video on Liajlicom Community Phone shops branded"

III. Value Model Community phone shops present a truly innovative case that is a phone shop designed to suit areas deprived of classical telecom services, meet customers affordability and adapt to private owners realities. A virtuous cycle approach was considered: Each phone unit is connected to the phone network though mobile technology which allows them to be active even in remote rural areas Each phone unit is subsidized, the real set up cost being 9.990 DH TTC offered at 3.990 DH TTC to micro entrepreneurs, including 2.000 DH TTC of phone credit Every small entrepreneur receives a microcredit to cover the remaining 3.990 DH TTC and can start making money from day one Phone calls are offered at a low price, the call per minute is 1 DH TTC as opposed to a start of 2 DH TTC and higher in cities and urban areas Phone credit is prepaid and automatically managed by Ilaïkom through a call center so entrepreneurs do not fall out of credit and business keeps running Mobile community shops for micro entrepreneurs without a space have been designed (walking units, bicycle, motorcycle, motorized wheelchairs with a unit attached for handicapped people!).

VIII. Budget ~4.4 million US$ (35 millions de DH) split as follows: 0.625 million US$ (5 millions de DH) - subsidy of the Ministry of Social Development 3.775 million US$ - other supporters Community Phone shops branded

Design of the community

phone model by Ilaïkom

Ilaïkom-Telefonica-The

Ministry agree on the social-

business model

Communication campaign aimed

at small entrepreneurs

Micro credit organizations

communicate to their

adherents/enroll new adherents and disburse

loans

Ownership of the phone unit by the

micro entrepreneur

IX. The future of the program Community phone shops are still offered by the company Ilaïkom without the subsidized rate. The CEO of Ilaïkom, Sijelmass Abdesslam estimates there is potential for at least 100 000 units. There have been attempts to seek synergies with other sectors such as fast moving consumer goods. A phone unit was built that is Coke-branded (looks like a can of Coke). Coke may appear to sponsor units, and add a small fridge to the concept with a starter-kit of drinks but there is little clarity offered. Ilaïkom is also looking for ways to convince Moroccan residents abroad to invest in a phone unit for their families in Morocco, and add phone credit on a monthly basis through an internet-based solution. "

X. Direct or Indirect Benefits for Meditelecom Méditel counts more than 9,000 outlets and 16,000 credit recharging points; the majority being micro-enterprises (Liajlicom, mediteleboutiques) Méditel and the National Agency for Regulation of Telecommunications signed an agreement under the program ""PACTE"", which aims for the widespread access to telecommunications services in Morocco (more than 9200 localities are concerned). Méditel will offer mobile and Internet services via 2G and 3G networks to 1316 unreached rural communities by 2011 with a budget of (~31.25 million US ( 250 million Dhs.) 434 rural communities were covered in 2008.

ATTIJARIWAFA BANK Citizenship Overview Attijariwafa Foundation citizenship actions focus on 2

axis:

An education axis with the continuing support to Al

Jisr Association; facilitating Moroccan students

admission to international & national engineering

schools and ‘Attijariwafa Universités’ an umbrella

program for Universities (encompassing the Jamiati

student smart card, the Jamiati web portal to access

information on Moroccan universities and the introduction of a Master in banking & finance).

There is a special emphasis on positioning Attijariwafa bank among students, managers of tomorrow; then a long-

term profitability factor.

A cultural axis valorizes the pictorial heritage of the bank, promote art projects and support young talents in arts.

Attijariwafa support to Arts secures premier attendance, premium advantages to a select clientele and enhances

customer loyalty.



Citizenship Themes for Morocco Education, Cultural Promotion


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Main partners Al Jisr, Université Hassan II de Casablanca, Université Al Akhawayne, Royal Air Maroc


Impact Al Jisr: 170 schools under patronage and 1000 computers donated (till 2007)


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Contacts Chadia Bennani, Fondation Attiajriwafa bank, [email protected], Tél : 00 212 29 88 88 Imane Senahji, Attijariwafa bank, [email protected]


Jamiati Student smart card, a web portal to access information on Moroccan universities

2006 - ongoing

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Good Case Practices

Jamiati

Attijariwafa Bank launched the first two

community funds in Morocco: "Cap

Générosité" and "Cap Solidarité". Investors in

these funds allow the returns generated to be

devoted to four issues considered the most

critical in Morocco today: social development,

environment, culture and health.

http://www.attijariwafabank.com/FondationAWB/Pages/EDITO.aspx



JAMIATI

II. Description "Attijariwafa Universités’ (Universities) is an umbrella program aimed at supporting the University community in Morocco in its development projects. Part of the program, the offering of the Jamiati university ID card is an answer to enable a broader access to information. The Jamiati smartcard which draws its inspiration from the University smartcard developed by Banco Santander in Spain serves as personal identification and offers services such as consulting academic records at ATMs and information points installed on campus, managing library loans, regulating access to restricted buildings and IT resources. The card also serves as an electronic purse or debit card, its holders enjoying discounts in a long list of shops (Attijariwafa has secured substantial discounts from -3% to -50% on youth happening places such as the Library Livre Service, Mega Mall and 13 other house names) A pilot program was conducted from 2006-2008 with the community of Hassan II Aïn Choch University, which is the first university in Morocco to benefit from Jamiati ID card.

I. Original Motives • Contribute to the development and modernization of the educational system of Morocco. • Foster the school-business relationship culture and encourage excellence. • Help restore the confidence of the Moroccan society in its school.

III. Value Model "Jamiati ID card offers multiples services to the University community. We present the action steps of the collaboration undertaken with Hassan II Aïn Choch University (UH2C)

VII. Communication Kick-off conference with the attendance of the faculty of Moroccan Universities End of the pilot phase: no public campaign rolled out at the moment

V. Main Partners & Role • Banco Santander’s Santander Universities Global Division as technical advisor • Wincor as the provider of information points for end-users • Production of personalized ID cards by an external provider "

VI. Main Locations All the 15 Universities in Morocco

IV. Impact "27 770 students, the faculty and the administrative personnel at Hassan II Aïn Choch University have been issued smart cards In the near term, concerns all the 15 Universities in Morocco: 10.640 faculty and 289.900 students should benefit from Jamiati. The student population is estimated to jump at 400.000 students by 2011.

VIII. Budget Not available

Visit of a delegation of UH2C to the

Group Santander in

Spain

Preparation of the

specifications Package of the smart

card

Launching the call for tenders for the

purchase of information points

by UH2C

(12 terminals were acquired and 9

installed)

Technical and validation

stage Meetings e.g.

for the design of the

card

Collection of general

information about the university

and students' personal

information

Installing the application of

computer terminals sent by Santander

Production and

distribution of ID cards

IX. The future of the program The Jamiati card should be made available among all Moroccan universities within an unspecified timeline. A planned second phase of 'Attijariwafa Universités' should encourage Universities’ research initiatives.

X. Direct or Indirect Benefits for Attijariwafa Bank Attijariwafa Bank enjoys a strong visibility among students in Morocco. The Jamiati ID card offering includes some optional banking services.

BMCE BANK Citizenship Overview BMCE Bank Foundation delivers on BMCE Bank 2

traditional citizenship axis: the education and the

environment. BMCE Bank is pursuing one of the most ambitious educational programs in Morocco which is

MEDERSAT.COM; the intention is to build a network of rural schools, a model of integrated and innovative schools.

Each school MEDERSAT.COM is believed to provide quality education, sports and recreation facilities as well as

cares for the community with an adult literacy program provided and water & electricity access ( for prior localities

deprived of access). A recent interest in microcredit resulted in April 2009 into a partnership with Caja Ahorros Del

Mediterraneo (Spanish financer) that would support the newly-founded micro credit lender Association Tawada to

disburse micro credits loans in the villages where MEDERSAT exists.

Since 2007, MEDERSAT schools are being ‘upgraded’ to introduce the teaching of Amazigh, a local dialect and IT

(collaboration between by BMCE Bank, MEDITELECOM, Wincor Nixdorf, CBI and Munisys). MEDERSAT has recently

expanded to 6 African countries (BMCE Bank new markets).

The financing of the foundation presents a remarkable case study. Not only does the Bank contributes 4% of its

gross profit to the budget of the Foundation (in excess of 10 US$ M in 2007) but created an investment fund <<FCP

MEDERSAT.COM>> with near the total revenue reversed to MEDERSAT. BMCE Bank is also leading ongoing efforts

to create an environmental fund and a Moroccan private carbon fund.



Citizenship Themes for Morocco Education, Cultural Promotion, Entrepreneurship, Micro finance, Pronounced employee well-being, Sponsoring & Donations

Mgt. Structures for Sustainability -



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Main partners Ministry of National Education, Foundation Mohammed VI, INDH, Telefonica Foundation, Association Tawada for micro credit, Caja Ahorros del Mediterraneo, PlaNet Finance, Université Hassan II

Citizenship Budget 12.5 US$ M in 2007 (own calculations)



Planet Finance Morocco, Founding Member of the Foundation Mohammed VI for the Protection of the Environment

Awards/Recognition International Award For Excellence In Sustainable Development by the Foundation Marocosuisse for MEDERSAT.COM, Social Corporate Responsibility Trophy AMCHAM and CGEM

Contacts BMCE BANK BP 13425 Casa Principale; Secrétariat Général Groupe Tél : 022 49 80 11 / 022 49 80 12 - [email protected]


MEDERSAT.COM Network of rural schools 2000 - ongoing 136 schools in early 2009



Micro credits in MEDERSAT communities

Micro credit loans 2009-ongoing -

Good Case Practices

MEDERSAT.COM

FCP MEDERSAT.COM

http://www.bmcebank.ma/front.aspx?SectionId=52


MEDERSAT.COM

I. Original Motives Medersat.com was established to give all children and adults in these areas a real chance to reach a level of education that will enable them to become positive forces for development and to be able to contribute to an environment of openness and tolerance in their own communities. II. Description "Medersat.com intends to build a network of rural schools, a model to integrate education into sustainable, humane rural development. The name Medersat.com chosen by BMCE Bank Foundation is rich in associations. The term medersatkoum means "your school"" in Arabic. Medersat.com also evokes the medersa, the place of learning in traditional Arab society; the Mediterranean locale; connection to satellites and new communications technologies, hence the dot.com; and the assets shared by the village community. Medersat.com approach is to establish schools as a hub for wider community development, while respecting local cultural heritage and language, addressing endemic isolation, poverty and illiteracy.

IV. Impact Up to 2009, 136 preschool and school complexes constructed, 12,000 students enrolled, 360 teachers recruited (a ratio of one teacher per 24 students), 55 multimedia rooms built and equipped, 3 training packages designed and published in Amazigh, 60 development projects implemented and around 6,000 adults now literate, of whom 80% are women and girls. V. Main Partners & Role Expertise in matters of pedagogy, adult literacy and teacher training: Morocco's National Education Ministry and the Rene Descartes Paris V University Funding for construction of a number of schools: Principality of Monaco, Telefonica Foundation, foreign embassies Integrate physical education and sport in the curricula: Laureus Sport for Good Foundation IT enabled schools: Meditelecom Telefonica Foundation, computer donations by Wincor Nixdorf, CBI, Munisys and BMCE Bank Donating services to connect rural communities with safe drinking water and reliable sources of electricity: the Drinking Water Utility (ONEP) and the Electricity Utility (ONE) Model programs and for technical and financial support for sustainable environmental management and income generating activities: United Nations Development Program Micro credits: Association Tawada for micro credit"

VI. Main Locations Morocco wide Special attention to Amazigh-populated Rif, middle atlas and southern regions

III. Value Model With every school opening, a 'community care ecosystem' is created within the village: Connecting residents to power (solar, photovoltaic system, national gird), reliable water supply for prior localities deprived of access Professionally trained teachers drawn from the surrounding region instruct students in their mother tongue, whether it is Arabic or Amazigh, as well as French After hours, the schools become centers for adult education and training, village meetings and local enterprise Micro credits and support for income generated activities A local management committee composed of village residents is given a central role in the planning, implementation and assessment of development activities.

School creation and deployment of the

community care ecosystem

Local management committee composed of

village residents

Opening hours: childrens' classes / After

hours: community gatherings

Every MEDERSAT.COM school networks with

proximity public schools which benefit from

advantages

VII. Communication Informational videos on Medersat.com Organization of regional and international conferences Participation in global philanthropy networks such as the Global Philanthropists Circle VIII. Budget The average annual expenditure of the foundation between 2000 and 2005 was 5.5 million US$ (44 million Dhs.) The Moroccan banking sector has experienced strong double digit growth in recent years and our own calculations assume the foundation budget has since crossed 10 million US$ annually. IX. The future of the program Initiated since 2008, a program to integrate preschool education should give room to specialized classes among the 40 new schools projected to be built over the next two years and the creation of two training centers for preschool teachers.

X. Direct or Indirect Benefits for BMCE "BMCE Bank enjoys a strong visibility among Government officials, the business and the NGO sector in Morocco. Othman Benjelloun, Chairman and CEO of BMCE Bank deem Medersat.com his proudest accomplishment. "I have done industry, banking, insurance and telecommunications, and this is the project of my life" he says. *(Global Giving Matters article, March 2004)

The "Rural digital school" program is a 2009-2012 pilot program to integrate new technologies in curricula involving 60 schools. It covers the construction of multimedia rooms, IT equipment, interactive and distance training option for teachers and the development of digital learning content. The 1st phase of the program covering 20 schools is underway with a 250.000 US$ co-financing secured from Telefonica Foundation Morocco. Medersat.com expansion to other African countries Senegal, Mali, Congo, Kenya, Mali, Benin and Niger"

Citizenship that Matters

EVERYDAY

02. Citizenship That Matters in Morocco

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