Merck KgAa / PT Merck Tbk - Fight anemia, increase learning achievement!

Background to the casestudy

Initial situation

High anaemia prevalence in Indonesia especially among children. Iron Deficiency Anaemia (IDA) is one of major nutritional problems in Indonesia and as well other developing countries in the world.

Anaemia is important economically because it:
• Diminishes the capability of individuals who are affected to perform physical labour
• Diminishes both growth and learning (cognitive function) in children
• Sangobion (Merck owned anti anaemia range) as the market leader in anti anaemic market has a social responsibility to improve the health of the society

Relationship to core business

Merck CHC (Consumer Health Care) is one of the divisions of Merck KgaA and is providing high quality health care solutions to the society / consumers to improve the quality of life. As the Anaemia Expert in Indonesia Merck has extensive knowledge in the area of prevention and treatment of anaemia.

Intension of corporate citizenship

Description of the issue

1. Create close communication with health and education authorities, NGOs (Non Governmental Organisations) on developing, implementing and sharing information about Anemia

2. Anemia education to 52.000 school children, 1.200 teachers and 30.000 parents

3. Design training module, poster, sticker, brochure to be placed in schools Implementation of height and weight measurement

4. Anemia screening (Hemogolobin test) to 52.000 school children (1st test)

5. Free Iron supplementation for school children whom are suffering from anemia

6. School based nutrition and health program to improve nutrition knowledge of school children and parents

7. Conduct press conferences and journalist competition award to encourage journalists on creating news coverage on anemia

8. Produce and place a CSR TVC and TV talkshows regarding anemia to enhance anemia awareness to a large number of the population

9. Collect data and generate a statistical finding and scientific evaluation of anemia case among primary school children to be presented to public, government and NGOs as the base for future programs

Target group

Middle low class communities:

- 52.000 public primary school students
- 1.200 public primary school teachers
- 30.000 parents of public primary school students

Implementation

Strategy

1. Create awareness of the anaemia to public through:
a. Anaemia TV Ad & TV talk show
b. Print ad & radio  journalist competition, pre & post event press conference (in cooperation with Minister of Health)

2. Create anaemia & nutrition education to high risk target market: public primary school children (low class society)
a. In cooperation with Minister of Education to create special anaemia education program in the targeted school
b. Education to students (high risk target market)
c. Education to teachers & parents (as the role model)
d. Anaemia branding at school as a reminder

3. Decrease anaemia prevalence in public primary school children:
a. Conduct Haemoglobin test to identify the level of anaemia among children
b. Iron supplementation (Sangobion) for those who anaemic

Resources

- Anemia education material
- Arrange press conference
- Create exposure in TV & print ad
- Iron supplement : Free Sangobion product
- Funding for activities at schools
- Internal knowledge and resources
o marketing to increase awareness
o medical / scientific support

Partners

- Deutsche Investitions- und Entwicklungsgesellschaft (DEG)
- Kusuma Buana Foundation as the implementator of project
- SEAMEO : South East Asian Minister Education Organization as the provider of anemia education material

Challenges

Risks:
• Lack of coordination between Kusuma Buana Foundation and teachers
• Lack of communication between teachers, parents and students
• Lack of monitoring on iron supplementation
• Fasting season must be taken into account as during this season the project will be off. Schedule delayed will come across fasting season

Challenges:
• Compliance of students on taking iron supplementation
• Uncooperative teachers & parents

Achievement

1. To the society

• Introduced behavioural change on fighting anemia (understand anemia then make action to prevent or treatment)
• Improved nutritional knowledge of balance iron riched foods
• Reduced number of poor performance school children due to anemia
• Improved health conditions of primary school children through general health check and Hemoglobin check
• Generated a statistical analysis on anemia case of primary school children to awake the community that anemia case is high and should not be neglected

2. To the health & education authorities and NGOs

• Supported government in fighting anemia. Government focuses on infant and pregnant mother while this project focuses on school children. Merck’s CSR project completed the government program.
• Decreased anemia prevalence in primary school children through iron supplementation
• Created statistical analysis of anemia prevalence on primary school children as the foundation to future program

3. To journalists

• Increased interest from Journalists to contribute to the society by writing articles that have impact on future young generations quality. Resulting in higher awareness of anemia

4. To Merck

• Improved image as the company that care to the society (in public’s eyes as well as government’s eyes)
• Fostered pride of the employees as the member of company which implement CSR program important to the Indonesian Society

Lessons learned

- Good cooperation with teachers is one of the key to the success of the program as this is a long program about four months from education, haemoglobin test and supplementation.

- Support from parents is very important for the success of nutrition education

- The support from Minister of Health, Minister of Education & journalists is the key factor on creating high anaemia awareness to society.