The Hindu : New Delhi News : A corporate move to empower the less privileged

Online edition of India's National Newspaper
Thursday, Sep 27, 2007
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New Delhi

New Delhi

A corporate move to empower the less privileged

Madhur Tankha

PVR Cinemas expand programme to restore dignity of street kids through educational and social activities

Key concerns of PVR Nest are ‘disadvantaged urban children’ and ‘deteriorating urban environment’
Award For Excellence announced to motivate people to contribute to the Childscapes community model

NEW DELHI: PVR Cinemas on Tuesday launched a new chapter of their ‘Childscapes’ programme by deciding to extend the scope of its activities to Saket following the success of PVR NEST (PVR Network for Enablement and Social Transformation) in Vasant Vihar.

The Childscapes project seeks to transform the lives and restore the dignity of street children through educational, social and cultural activities. To motivate underprivileged children as well as adults for their extraordinary contribution in developing the Childscapes community model, it also conferred the Childscapes Award For Excellence on adults working with non-government organisations, beggars and rag pickers. The awards, carrying a citation and a cash prize, were handed over by the Union Minister of State for Women and Child Development, Renuka Chowdhury.

The Minister said: “I congratulate PVR Nest for bringing the business community together for such a noble cause and I also wish these children grow up to make a name for themselves.”

PVR CMD Ajay Bijli said PVR Childscapes under PVR Nest had been conceptualised in order to transform in a positive way the lives of street children, whose potential goes undeveloped or misused due to lack of proper opportunities.

“With integrating various programs under PVR Nest, each initiative gives us the strength to carry on with our work despite the limitations and challenges that occur every day,” he added.

The Childscapes Award for Excellence is specially designed and modelled to motivate ordinary lives for their extraordinary contribution in developing the Childscapes community model. The award cuts across age groups and recipient of this award will be from all sectors-teachers, mentors, children and volunteers.

This award has been encouraged by State Government and local authorities to foster community-based Childscapes initiatives involving corporate and business communities, vendors and associates for targeting socially responsible practices deep in our society.

The awards were followed by a performance by children called ‘Sculpturing Street Dreams’. The celebrated film on women’s hockey, ‘Chak De India’, was also screened. PVR Nest was launched with a belief that companies can make an effective difference in improving the quality of life in the communities where they operate while building alliance with Government organisations and various sections of the local community.

It had identified two key concern areas -- disadvantaged urban children and the deteriorating urban environment.

What followed was the Childscapes’ pilot project at Vasant Vihar Shopping Centre that worked for about 75 disadvantaged children, most of whom were beggars, rag pickers or the ones deprived of normal lives.

Childscapes has now replicated this programme around Saket.

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