Social responsibility is based on the moral principle whereby organizations and bodies, even if they were established for profit, have an obligation to improve the society and environment in which they operate. In recent years, we have encountered this concept in the context of commercial companies, which take it upon themselves, in addition to their business activities, to devote part of their efforts to contributing both to society and the environment.
In the case of public bodies, it might be thought that there is no reason to talk about social responsibility, since their very existence and activity derive from the strength of their social responsibility and commitment.
Those of us who work for the benefit of the public in the framework of public service see importance and value in the intent and awareness of our social responsibility, even though, apparently, it is taken for granted as the reason for our existence.
The local authorities are at the forefront of public service and maintain direct and daily contact with their customers in a variety of fields. The quality of this connection, its nature, the variety of fields that it includes, its sensitivity to unique populations and needs, and more, affects the daily lives of millions of residents – men, women and children.
Such, for example, is the service charter, which we implemented 17 years ago in Holon, and which, at the time, was considered innovative. Via this charter, all residents can learn which services they are entitled to receive, at which level of service, and within which time frame. This information is transparent, is published on the municipal website, and is regularly checked by me, with the goal always being: where can we do better, and what should and can be improved? This is also the reason why we have published a booklet, in printed and digital versions, entitled, “There is someone here to serve you,” and why we update the booklet every few years, and republish it. In addition, we publish on the municipal website information about all the Municipality’s spheres of activity and the names of its office holders, and we are opening additional channels of communication with the public, such as on the social network. All these activities, which seem trivial today, were not taken for granted in the past, and, to our regret, even today they are not carried out by every public authority in Israel. The goal is, of course, to make it easier for those in need of the Municipality’s services to receive them, and to improve the technological means, so that, when reporting a problem, they will learn when it is expected to be handled, in accordance with the service charter.
However, we as a Municipality are not satisfied with this, because, for us, the residents are not merely our customers; we regard the residents of Holon as our partners. This is the reason why, since I first assumed the position of Director General, we have been conducting a series of processes for including the public in the work of the Municipality, starting from formulation of the initial vision, during which the public expressed its opinion on a variety of issues, such as: a new outline plan that we were working on, renewing and refreshing the municipal vision, promotion of young people, and a master plan for children and adolescents. Out of a sense of social responsibility, we have attempted to reach as wide a public as possible; all residents are invited to enter a special Internet site that we have set up, and to participate, and to present themselves and their ideas. We also carried out activity to reach special population sectors, such as, parents of children with special needs, as well as the children themselves, on whom we focus our efforts. The feelings, thoughts and suggestions of the participants are taken into account, and have an impact on municipal policy.
The special population sectors are close to our hearts, and we regard as a national mission the need to create awareness of those who are different, through understanding their world and their needs. Our Children’s Museum presents the world of the blind, the deaf and the elderly, by means of a series of activities and empirical presentations, and for this purpose it employs people who are members of these sectors. Blind guides lead the ‘Dialogue in the Dark’ track, deaf guides lead the ‘Invitation to Silence’ track, and elderly people are the wonderful guides at ‘Dialogue with Time.’
Within the municipal framework, we also employ people with special needs, who aren’t accepted by most places of employment, in order to give them a work experience like everyone else’s.
The subject of volunteering keeps me very busy, and it is clear to me that the Municipality’s job is to encourage and guide people in general, and teenagers and children in particular, to take part in volunteer missions in the community – such as: making a connection with isolated people, undertaking maintenance work and gardening at elderly people’s homes, providing assistance through “Shil” (Advisory Services for Residents) for people who have difficulty dealing with bureaucracy, activity by municipal employees as part of ‘Good Deeds Day,’ and more.
As stated, as part of our social responsibility, we are continuously seeking ways to improve our services and to improve ourselves, to streamline processes, and to check which issues can be changed in order to provide optimal internal and external services.
The Ministry of the Interior acted wisely, when it decided to award a prize to the local authorities, in appreciation of the social responsibility that these bodies exhibit throughout their ongoing activities.
I am proud that we have earned such appreciation for a series of activities and processes conducted by the Municipality, among them: Advanced implementation of the Accessibility Law throughout the city, holding cultural events for all residents, promotion of residents’ security and preparation for times of emergency, inclusion of the public in municipal affairs, encouragement of volunteerism, and more.