How Swire Pacific’s TrustTomorrow initiative aims to support community and create a ‘ripple effect of kindness’ in Hong Kong
- Charities supported by the Swire Pacific initiative TrustTomorrow include two whose projects were selected this year by Operation Santa Claus for funding
- Zubin Mahtani Gidumal Foundation and Integrated Brilliant Education Ltd offer support to residents from ethnic minority groups
A major conglomerate in Hong Kong has renewed its initiative to fund charitable projects and drive lasting positive changes for those in need after its launch last year.
Swire has supported OSC, an annual fundraising initiative held by the South China Morning Post and public broadcaster RTHK, for more than 25 years.
Since 1988, OSC has raised HK$353 million (US$45 million) to support the community through 323 charitable projects. For its 35th anniversary, OSC this year is funding 15 projects of worthy causes.
Zubin aims to improve the lives of residents from ethnic minority communities, including through a project funded by OSC to help children who are suspected or diagnosed with special educational needs and their families with individualised guidance and 10 free therapy sessions.
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TrustTomorrow partnered with Zubin by supporting home visits for such families in Tung Chung to ensure their needs are met, as well as providing scholarships for high-potential youth from underprivileged households and training them to be community volunteers.
“The objective is not just about helping [people from ethnic minorities communities] in Tung Chung but also empowering them to serve others,” said James Tong Wai-pong, director of public affairs at John Swire & Sons (HK) Ltd.
Since 2016, Swire has been supporting IBEL and its initiative TrustTomorrow has strengthened that collaboration by funding the operation of its regular education centre, which provides daily support to Hong Kong’s underserved and educationally marginalised non-Chinese-speaking children with after-school homework help, Chinese classes and extracurricular activities.
In addition to its partnership with OSC, the company in 2021 injected HK$150 million into Swire Trust to not only support the different registered NGO partners that it has been aiding over the years in the areas of education, marine conservation and the arts, but assist more groups that provide help where it is most needed in the community.
With the HK$150 million funding, TrustTomorrow has supported over 60 community projects as well as pandemic relief programmes, benefiting more than 1.6 million people, according to Tong.
“TrustTomorrow’s vision is to inject hope and positivity to the Hong Kong community. It reflects Swire’s ongoing commitment of giving back to the community and long-term confidence in the future of Hong Kong,” Tong said.
“We are committed to serving this city that in turn has helped us thrive.”
TrustTomorrow also carries out community projects aimed at creating a lasting impact to the needy and the community at large, including vocational training for students in the fields of engineering, aviation, logistics and services, and hospitality. It also provides tuition and performance opportunities for young musicians, as well as support for groups that help the youth, elderly, non-Chinese-speaking children and families in Tung Chung.
“Giving back to the community has always been in Swire DNA,” Tong said.
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Tong added that TrustTomorrow’s goal was to not only support the community, it was to inspire individuals to help each other, to create “a ripple effect of kindness”.
To do this, it launched the Changemaker series in June to celebrate the passionate and dedicated individuals who work behind the scenes to help others. Short videos showcasing these Changemakers’ efforts are posted on its social media platforms in the hope of spreading their spirit of giving.
