Fighting Fire with Film: Sukanto Tanoto’s APRIL Uses Innovative Approach to Cultivating a Fire Free Community

Sukanto Tanoto is one of Indonesia’s most famous and well-regarded businessmen. The Founder and Chairman of RGE, the global resource-manufacturing giant that manages companies such as APRIL, Sateri, and Pacific Oil and Gas, his companies collectively employ 60,000 people and own assets worth over US $18 billion. Growing from a small business by the busy streets of Medan to the global behemoth operating in Indonesia, China, Spain, Canada and Singapore, Sukanto Tanoto’s story is one of going from rags to riches.

Sukanto Tanoto’s 5Cs Philosophy Does Good

Fighting Fire with Film: Sukanto Tanoto’s APRIL Uses Innovative Approach to Cultivating a Fire Free Community

His success is not the only thing Sukanto Tanoto is known for, however. Sukanto Tanoto is well-known for his corporate philosophy of the 5Cs, to create good for the Community, Country, Climate, Customer, and Company in whatever he does. It is a philosophy focusing on the creation of shared value, and is one his companies have imbibed. Today, his companies are known for their insistence on doing good for those around them. Palm Oil giant Asian Agri, for example, is known for its strong support of government initiatives. Pulp and Paper behemoth APRIL, on other hand, is well-regarded for its community-based initiatives.

APRIL Uses an Innovative Approach to Promote Fire Prevention

Most recently PT RAPP, APRIL’s Indonesia subsidiary, kept up this tradition when it carried out one of its community outreach programmes to inculcate in villagers the importance of fire safety and prevention. Notwithstanding the immense threats of health hazards and economic loss, using fire to clear land is an unsustainable practice that APRIL has consistently tried to stop. Through programmes such as the Fire Free Village Programme and the Fire Free Alliance, APRIL has committed itself to preventing and stopping forest and land fires.

To further promote the idea of only using sustainable production methods, APRIL recently engaged local villagers and farmers of Tumang Village, Siak through the movies. The innovative idea, which successfully captured the attention of both the young and elderly, managed to impress upon locals the many drawbacks of using fire as a production method. It seems to have worked, too. Head of Tumang village, Muhammad Tahir, described how his villagers are now much more alert and aware of the need to keep the lands free from fire.

The use of innovative methods such as films to inculcate the importance of fire protection and prevention is part of APRIL’s commitment to sustainability and shared value creation. Sailal Arimi, APRIL’s Fire Free Village Programme Manager, said that such methods of fire prevention are an important avenue for APRIL, given the ease of understanding that films provide and the high level of enthusiasm they manage to create.

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