Yahoo! launches community CSR initiative in Singapore

“Purple Hope” extends the company’s reach and capabilities in support of non-profit organizations and social causes.

The initial project will run from 8 – 14 October is in support of the Children’s Cancer Foundation and will see the Yahoo! Singapore Front Page, which typically receives more than 2.5 million page views per day, provide a direct link to a dedicated micro site featuring articles and interviews with children and families affected by cancer.

Through a Yahoo! sponsored CCF micro site, viewers will be able to make a financial donation directly to the charity and be eligible for 2.5 times tax exemption and at the same time explore the personal pledges made by the Yahoo! staff in support of the cause.

The CCF, which was founded in 1992 with a mission to improve the quality of life for children suffering from cancer and their families, was chosen for this first “Purple Hope” initiative after one of the Yahoo! staff made a personal pledge during the Hair for Hope campaign earlier in the year. Lorna Tan, Finance Director at Yahoo! Singapore is already one of the CCF’s major contributors and it was a show of team support to further her lead and adopt CCF as the first project partner for the Yahoo! “Purple Hope” program.

Speaking about the commitment of the local team, Yvonne Chang, Managing Director of Yahoo! Southeast Asia, said, “We have a history of social engagement here at Yahoo! and also a culture that nurtures personal passion. We are thrilled to be able to bring this campaign to life and support one of our own, and at the same time provide support for a local cause which brings positive and tangible help to patients and their families every day.”

Unveiling the Purple Hope community initiative at a media event, she concluded, “Every month, Yahoo! engages and empowers a worldwide audience of 680 million people. Through our reach, reputation and engagement, we are able to turn an idea into a movement and inspire people to act. We call this the Power of Yahoo!”.

According to Jane Prior, Head of APAC Communications said, “Yahoo! has always played a role in the broader community through the “Yahoo! Employee Foundation” which matches a personal pledge from an employee through to Yahoo! Safely, our global commitment to educating young people, parents and educators on Internet safety. “Purple Hope” is a scheme which allows engagement across the company; a great way to build team engagement with the local community. We hope to extend this initiative to the whole region”.

In support of “Purple Hope”, nine Yahoos have pledged their hair and made other personal commitments to support the CCF and in the spirit of “community engagement” through making donations to the cause, the Yahoo! audience will decide who gets to lose their hair.