“Words can hardly explain what I experienced.” How was the CSR in Practice course for CEMS students?

Helping at a nursing home or a food bank, recultivating a forest, or distributing Christmas gifts to disadvantaged people — these are just some of the charitable activities that CEMS students participated in to complete the CSR in Practice course. As always, for many of them, the course provided much more than just a check mark in their study program.

“CSR in Practice is a mandatory course in the CEMS VSE program, designed to provide students with practical experience in social responsibility. Through their CSR in Practice projects, students actively engage with and promote awareness in various aspects of social responsibility,” says CEMS Academic Director at Faculty of Business Administration Ladislav Tyll.

During the winter semester of 2024, students engaged in the following projects:

• Care for nursing home residents
• Food bank contact campaign
• Christmas gifts for disadvantaged individuals
• Sustainability workshops for primary school students
• Candle manufacturing for Ukraine
• Job-seeking workshop for immigrants
• Tree planting
• Food collection for a food bank

Care for nursing home residents

A group of six CEMS students volunteered at Domov Seniorů Kocianka, a retirement home located in Brno. Their primary role was to assist with daily operations, which included serving food, helping with personal hygiene, and providing social interaction for residents, many of whom faced significant mobility challenges. This experience highlighted the understaffing issues faced by the home, as well as the emotional and physical demands placed on both the staff and the residents.

“Words can hardly explain what I experienced. Even though my mind is racing with ideas on how to improve things for them, I find myself grappling with the moral question of why Western civilization treats our elderly this way. I am emotionally moved by the whole experience,” says Patrik Chajda.

“One of the ladies told us never to put our mothers in a nursing home,” remembers Kristýna Faltusová.

“Without sufficient funding from the state, elderly people like those we encountered in Brno would have to be treated at home. Honestly, I cannot imagine that some of them, who are in worse condition, could receive adequate care,” thinks Matej Michalovič.

“Caregiving as a profession is undervalued in society. The physical and emotional demands of the job are high, yet it is often seen as unskilled work, which contributes to lower pay and fewer incentives for people to enter the field,” comments Tereza Najmanová.

“While volunteer work and corporate donations are important, they alone are not enough to solve the deep-rooted structural issues that exist in the system. Real, lasting change can only happen when businesses, governments, and society work together to create sustainable solutions that ensure dignity and high-quality care for the elderly,” sums up David Petr.

“Unfortunately, one of the patients slipped and fell, and due to the fractured frame, it was enough for an ambulance to arrive. It was a sour ending to our one-day journey, which exceeded our expectations by far, and I think I can speak for all team members who participated in this experience,” reminds Marcel Vraný.

Food bank contact campaign

A team of four CEMSies volunteered to support a food bank. The organization Sbírka Potravin sent them to a supermarket in Říčany, where they focused on educating customers about the ongoing food collection event by providing verbal instructions and distributing flyers. Through their engagement, the bank successfully gathered approximately 32 boxes of food, which were sent to the food bank’s warehouse for distribution to nonprofit organizations.

“Many people knew about this activity, and one man even came with a full trolley. Some were skeptical, but I didn’t feel like a beggar,” said Emily Weston during the project presentation.

“It brought plenty of positive energy by speaking with people willing to donate,” said her teammate Vasyl Demchenko. “When someone said something unkind, I didn’t worry. The satisfaction that the food would go to single mothers was enough for me,” pointed out Yuliia Havrylova.

“In my opinion, supermarkets should consider donating the revenue generated from products purchased specifically for donation. Otherwise, it risks becoming more of a marketing opportunity for the supermarkets rather than a truly charitable act,” stated Simone Mondin in his reflection on the CSR activity.

Christmas Gifts for Disadvantaged Individuals

Yuqi Zhang and Marie Knigge volunteered for the Krabice od Bot project organized by Diakonie ČCE, which involved creating gift boxes from donated goods for children and families in need. Over two days at a church in Prague, they wrapped nearly 61,500 gifts intended for orphanages and shelters. The experience emphasized the importance of teamwork and highlighted organizational challenges. The students found the project rewarding, as it allowed them to reconnect with the community and reflect on the significance of giving during the holiday season.

“For me, this project felt more like a break than work; it made me feel more connected to society and reality. It put my problems into perspective, which in turn made me think more rationally about them,” says Yuqi.

“There was a big contrast between the first and second volunteering days, which shaped my perception of how large this initiative is, seeing hundreds of shoeboxes piling up. The second day also deepened my understanding of the operational challenges associated with such projects,” points out Marie.

Sustainability Workshops for Primary School Students

Jorge Corea and Felipe Huerta conducted sustainability awareness workshops for children aged 5 to 7 at the Bambino Preschool chain in the Czech Republic. The workshops focused on waste management and reforestation, teaching concepts like the “3 R’s” (recycle, reuse, reduce) and the germination process through hands-on activities. Felipe and Jorge aimed to foster environmental consciousness in young learners while collaborating with teachers to enhance the educational experience. The initiative was rewarding, as it engaged both students and educators in sustainability topics, highlighting the importance of early education in shaping a more environmentally responsible generation.

“Identifying age-appropriate sustainability concepts for children was challenging, as these ideas can be complex and require careful adaptation to align with developmental stages,” comments Jorge.

Nevertheless, according to Felipe, sustainability topics can effectively be taught to children. “Hands-on activities play a crucial role in enhancing children’s learning,” he says.

Candle Manufacturing for Ukraine

Susanne Zikulnig, along with her colleagues Paul Martinau and Tanguy de Lamartine, participated in a candle-making initiative organized by a Czech Scouts organization. The project involved producing homemade candles for the Ukrainian military and war-affected zones, providing light and heat during the winter. The team engaged in various activities, including setting up the production area, cutting cardboard, pouring wax, and chopping large blocks of wax.

“This project has not only allowed me to contribute to a meaningful cause but also taught me the value of perseverance and the power of community support in times of crisis,” says Tanguy.

“CEMS teaches us to become future leaders, and I strongly believe that being a good leader also means being an ethical leader. Our values should not be sacrificed for profit, and we must always consider the consequences of our choices,” believes Paul.

“One of the biggest takeaways from this experience was the power of collaboration and collective action. Seeing volunteers from different backgrounds, including many with a direct connection to Ukraine, come together with a shared purpose was very inspiring,” says Susanne.

Job-Seeking Workshop for Immigrants

Rahul Raj, along with his colleague Fatima Taouil, organized a personal branding workshop for Ukrainian refugees in Prague as part of a corporate social responsibility (CSR) project. The initiative aimed to enhance the employability of participants by familiarizing them with the local job market and providing essential tools for job searching. Collaborating with Diakonie ČCE, a prominent NGO, they structured a two-hour session that covered topics such as building a personal brand, writing effective resumes, and understanding employment terms in the Czech Republic. The workshop engaged participants through interactive exercises and real-life examples, ultimately boosting their confidence in navigating the job market.

“To our surprise, many of the people attending the seminar were in creative fields like art, photography, and acting. The advice we’d prepared about LinkedIn optimization and corporate branding wasn’t as relevant to them. This shift in focus was an eye-opener for me. There’s no one-size-fits-all strategy,” reminds Fatima.

“I learned the importance of adaptability, audience understanding, and the power of small actions creating a meaningful impact. I look forward to continuing my involvement in similar initiatives and contributing to society in ways that go beyond just academics or corporate work,” says Rahul.

Tree Planting

Another team of five CEMS students participated in a tree-planting initiative organized by the NGO “Home for Trees.” The project focused on reforesting the area of Ondřejov, which had been affected by bark beetle infestations. The team aimed to plant over 70 trees per person and engaged in various activities, including preparing the planting area, planting trees, and learning about the importance of selecting the right species and locations for planting. The project provided valuable insights into environmental conservation and the significance of hands-on involvement in CSR activities.

“Looking back, this project taught me more than I anticipated—not just about tree planting itself but about teamwork, sustainability, and the importance of balancing critical thinking with active participation,” admits Isabelle Anzuck.

“I learned that while tree planting is an important tool for ecosystem restoration, it needs to be part of a broader strategy for environmental sustainability,” says David Knorr.

“I am glad that this experience is part of the CEMS journey. It truly broadened my horizons and provided me with the opportunity to engage in something different during a challenging 41-credit semester spent primarily behind the computer,” concludes Jakub Sommer.

“I have to be patient to see the fruit of what I planted today, as it might take years to see the outcome,” adds Michaela Hartwich.

“These projects can be a powerful tool for businesses to strengthen teams and promote employee well-being,” claims Martin Bílek.

Food Collection for a Food Bank

Elisa Pierro and her colleague NgaSing Lau participated in a national food collection initiative, engaging in tasks such as collecting donations at supermarkets and packing food bags at the warehouse. Through their efforts, they packed 300 food bags and gained insight into the critical role food banks play in supporting families facing economic difficulties. This experience highlighted the importance of community-based aid and raised awareness about the diverse needs of recipients, including often-overlooked items like hygiene products and protein-rich foods.

“This experience has shown me the profound impact of collective kindness, and I hope to continue playing a role in initiatives that bring real, positive change to people’s lives,” reflects NgaSing.

“I walked away from this experience feeling grateful for the privileges I’ve had and inspired to do more to help those who aren’t as fortunate,” says Elisa, adding that she sometimes had to cope with refusal and skepticism among customers. “I recall approaching a couple in their 40s or 50s, only for them to wave me off without a second glance. Moments like these were discouraging, but they also made me reflect on how important communication is in projects like this.”