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A charitable foundation, inclusive basketball and wakeboarding competitions, a barrier-free environment at festivals – an active start for the PARI brand in the direction of corporate social responsibility.
On July 3, during the session “Inclusion in CSR: Supporting Diversity and Equality” of the “It’s About People” forum, Alina Lebedeva, Head of Sustainability at PARI, spoke about the first results and immediate plans in the company’s inclusive direction.
In April 2024, PARI adopted a sustainable development strategy to create a unified framework for all projects in the field of social responsibility, and in May the company launched the “Bet and Win” charitable foundation. It will help sports veterans and athletes in difficult life situations, develop sports infrastructure, support federal and municipal charitable projects, as well as “green” initiatives.
But PARI’s work in this direction is not limited to the foundation: the company is already involved in external projects and helps people with disabilities to move towards sports. So, at the end of May, during the MEGA URBAN FEST in Yekaterinburg, the PARI team, together with the Uralmash basketball club, created a barrier-free environment for spectators and held two master classes.
“We held two master classes: one for children in wheelchairs, the other for participants with mental disabilities from Pervouralsk. What is especially joyful is that as a result of a seemingly one-time event, a wheelchair basketball team began to gather in Yekaterinburg, which had not been in the city for more than 20 years. Now we are buying special equipment for it,” Alina Lebedeva shares.
Developing the theme of inclusive sports, PARI will support the wakeboard cup in Nizhny Novgorod in August, where there will be a separate category for people with musculoskeletal disabilities: it will organize master classes, public lectures and purchase special kits so that people with disabilities can practice this disability sport.
“Not everyone is a natural team player: some people are not suited to group contact formats like basketball, but would like to play sports. So we decided to support them by joining the Wakeboarding Cup organization. It is a beautiful, fashionable and attractive sport. In this project, we are helping the Step2wake team, which develops adaptive wakeboarding and knows exactly what equipment inclusive athletes need. In general, we consider it right to involve people with disabilities in such projects and not to implement projects for them without them,” Alina Lebedeva explains about her projects.
In social projects, PARI also speaks out on complex issues. In May, with the support of the brand, the Paris NN football club and the Nizhny Novgorod Women’s Crisis Center held a joint campaign with the sale of T-shirts embroidered by the center’s services. Thanks to the sale of goods through the club’s corporate store, it was possible to collect sufficient funds for a year of operation of shelters – this is the name of a shelter for women and children where they can hide from domestic violence.
It is planned to organize meetings between football players and injured children so that they can talk about the fact that the family is a place of peace and support, where there is no aggression. Personal example and communication with football idols should help children to relive past experiences, direct their energy in a creative direction and develop in the right direction for their future.
“In this project, we are also trying to ensure that its effect is not one-time. We are currently studying the possibility of employment for women in difficult situations – wards of the NWCC. It is systemic support that will help them get back on their feet and start from scratch,” adds Alina Lebedeva.
The speaker also spoke about PARI’s other projects in the field of corporate social responsibility and invited her to the PARI FEST festival in Nizhny Novgorod, which will take place on August 24. All stages will be accessible to guests with disabilities, and in front of the stages there will be podiums for visitors in wheelchairs.
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Source : MatchTV
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