Recently one of my cycling friends, who is a product manager at Berner Benelux, asked me if I wanted to buy a blue “Just Beat It bracelet” in order to support the fight against child cancer. The answer to this question is a definite “YES, I’ll buy a few” without blinking an eye !
Almost everyone has experienced (directly or indirectly) the impact of a terrible disease like cancer in the circle of close friends and family. It is even more tragic when young children are hit by this class of diseases called cancer, as defined by Wikipedia:
“Cancer is a class of diseases in which a group of cells display uncontrolled growth (division beyond the normal limits), invasion (intrusion on and destruction of adjacent tissues), and sometimes metastasis (spread to other locations in the body via lymph or blood).”
Child Cancer – Just BEAT it ! – Berner Benelux Corporate Social Responsibility with a personal touch
You could place this great initiative in the context of the Corporate Social Responsibility (CSR) discussion, which is becoming more and more important for companies today. The European Commission of of Enterprise and Industry defines Corporate Social Responsibility (CSR) as:
“A concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis.”
Unfortunately is the Child Cancer Foundation Just Beat It, a form of Corporate Social Responsibility with a personal touch.
“We chose for the fight against childcancer because, unfortunately, a couple of Berner co-workers are currently experiencing it first hand and know what it means when your child is struck by cancer. Besides, looking at people around us, we all can imagine what this means and the impact cancer has on the young patients and their families.”
I would like to invite you all to read the story of Raymond Ruwette, warehouse employee at Berner in Landgraaf, who’s 4-year old son is diagnosed with cancer. The interview with Raymond Ruwette provides a slight idea of the impact that child cancer has on the diagnosed child, its parents and the neighbourhood of family and friends.
“In the past, Berner has supported all kinds of good causes. We are “experts with passion” and often show that we are also “experts with a heart”. This time, we will support Child Cancer foundations in Belgium, The Netherlands and Luxembourg for 18 months. Renewed research on child cancer requires a specific approach that is geared toward specific genetic characteristics of child cancer. VZW Child Cancer Foundation in Belgium, Kika in The Netherlands and Kriibskrank Kanner Foundation in Luxembourg, are asking for extra support for these types of research.”
In the text above from the Just Beat It Child Cancer Foundation website, there are a few interesting facts! Berner Benelux supports a child cancer foundation in each country of the Benelux, three (!!!) in total ! Furthermore the time over which money is raised for the fight against child cancer is 18 months ( =1.5 years), with a long list of different events and approaches to raise money. I think this “longer” timeframe provides an opportunity to make a real difference.
Mont Blanc Expedition – The Just Beat It climax
“The expedition to the top of the Mont Blanc, the highest mountain in western Europe, will be the final of over a year of activities to support the charity organizations in their fight against child cancer. In June 2011 several employees of Berner will accept the challenge to reach the top of the Mont Blanc.”
The final phase of the upcoming 1.5 years of supporting activities to raise money to fight child cancer will be an expedition to the top of the Mont Blanc. This is a huge challenge from a sports perspective, since climbing to 4,810 meters above sea-level will require a peak-condition and lot of perseverance to reach the top. I can imagine that the expedition to the Mont Blanc top can be tough and emotional, certainly if I try to imagine the climb of Raymond Ruwette, warehouse employee at Berner in Landgraaf, who’s 4-year old son is diagnosed with cancer.
In addition to the challenging part climbing a mountain like the Mont Blanc includes also some symbolism. Hopefully the Mont Blanc Expedition will also become the highest peak in the amount of money to support the charity organizations.
However the Mont Blanc Expedition is about one year away, and will take place on June 2011. Therefore keep an eye on the website of the Just Beat It Child Cancer Foundation, and follow the expedition step by step. From training till reaching the top !
Professional cyclist Lance Amstrong, has become the personification of the fight against cancer and raised awareness about the impact of this set of diseases. On the website of the Livestrong Foundation you can read the following quote:
“We fight to improve the lives of people affected by cancer.”
The Just Beat It Foundation is fighting for the same good cause, and I will help them to make a difference to the best of my abilities. Not only by making a financial contribution, but also by inspiring and as many people as possible, and let them donate or participate actively in one of the events in the upcoming future.
In contrast you need to think about the tremendous marketing budgets that are spent for the 2010 FIFA Worldcup in South Africa. Despite the fact that it will indirectly help the people in South Africa, it is just a small fraction of the marketing budgets that will reach the streets for personal development.
With a small donation to the Just Beat It Child Cancer Foundation you can really make a difference and change the lives of children diagnosed with cancer, their parents, friends and family! With your support for renewed research aimed at the genetic characteristics of child cancer you help the future generations as well !!
How you can help ?
The Just Beat It – Child Cancer Foundation is under ongoing construction, and unfortunately there isn’t a donate button available yet.
However with help of the following (banking) information it is possible to wire-transfer a donation to the according bankaccount in the Netherlands or Belgium:
Just Beat It – Child Cancer Foundation
P.O. Box 30034
Bankrelation in The Netherlands: ABN-AMRO 220.127.116.110 , IBAN NL06ABNA0458370460
Bankrelation in Belgium: KBC 731-0109079-26 , IBAN BE59731010907926
Join the “experts with a heart” and support their incredible journey to fight child cancer !!
For those of you who don’t know Berner as a company, you can read the “Berner in a minute” section below from the Berner Holding website:
“Berner is one of the leading European direct sales companies in the small parts business, for professional use in the building and automobile trades as well as in industry. Around 8,000 qualified, specialized employees – over 5,000 of those in field sales – ensure our customers are looked after comprehensively and advised professionally, every day, in over 20 European countries.”