Citizenship That Matters in Morocco

Citizenship that
Matters in Morocco
An enquiry on the state of corporate citizenship in
Morocco
Table of Contents
Foreword
I. Citizenship Overview in Morocco
II. Key Findings

1. Citizenship in General
2. Education and Digital Inclusion
3. Governance
III. Company Profiles
IV. Best Practices

1. ICT Sector
2. Other Sectors
Foreword
This paper is our contribution to capture What is Citizenship?
and promote the social and
environmental activism of companies in We preferred the term Corporate Citizenship against
Morocco. Corporate Social Responsibility.
A company is a corporate citizen when it considers the triple

We started by short listing 45 companies
bottom line; that is making money, caring for the
out of a list of 330 which in our view,
community & society at large and caring for the
presented the best intentions and run
environment.
genuine citizenship in Morocco.
We draw our list from the Corporate The company sees itself as a society stakeholder that works
Knights -Global 100 Most Sustainable with Governments, Business and Academia to drive value.
Corporations 2009; CRO 100 Best
Corporate Citizens 2008; companies listed in the Casablanca Stock Exchange; certified with the CSR
label of the general confederation of Moroccan Enterprises and the signatories of the Global
Compact Morocco.
For each company, we looked at their way of doing citizenship, their programs related to education
and Information technology, their governance model and wrote extensively about that.
We researched metrics & generated charts that could positively differentiate companies one against
the other.
Four months afterwards, the final result is this report ‘Citizenship that Matters in Morocco.’
We are deeply enthusiast to share this work as we believe it provides an in-depth analysis of
citizenship in Morocco that would still be pleasurable to read in many years round and we hope it
would inspire more companies and people to run citizenship that matters every day.
Principal Author
Richard Seshie Ahedor
Sustainability Consultant
* What this report is not: This report does not pretend to have holistically covered every citizenship activity of every
company in Morocco (as a fact, we benchmarked 45 companies that matters in that space). Regardless of the time and
attention to quality directed, this report may include some mistakes & omissions that are unintentional.
The principal author is a French speaking native so you may want to keep this in mind when reading.
Please, share your enthusiasm or feedback about our report and its findings at Richard.seshie@gmail.com .
Citizenship Overview in Morocco
Morocco, officially the Kingdom of Morocco, is a country located in North Africa with a population of
nearly 32 million and an area just under 447,000 square kilometers (173,000 sq mi).
Morocco GDP is estimated to stand at $148,109 billion in 2009.
With tough government reforms and steady yearly growth in the region of 4-5% from 2000 to 2007,
including 4.9% year-on-year growth in 2003-2007; the Moroccan economy is much more robust than
just a few years ago. The major resources of the Moroccan economy are agriculture, tourism, mining
and phosphates (3rd world’s largest producer). Food processing, leather goods, textiles, construction
and fishing are prominent industries. Workers' remittances have played a critical role since
independence.
In 2006, Morocco spent the equivalent of 42% of its export earnings for energy imports.
The Government set a goal of bringing the contribution of renewables to 20% of the electricity
balance and 10% of the national energy balance by 2012.
Moroccan authorities understand that reducing poverty and providing jobs are key to domestic
security and development. In 2005, Morocco launched the National Initiative for Human
Development (INDH), a $2 billion social development plan to address poverty and unemployment
and to improve the living conditions of the country's urban slums.
A number of tax-alimented special funds such as the Social housing fund (Fonds sur l’habitat social)
or the Telecoms and Internet access fund (Fonds sur le Service Universel) and several public private
partnerships characterize the way social needs are tackled at the country-level apart from the regular
social infrastructure.
In 2005, the Moroccan Investment Department conducted a survey on CSR perceptions among
over 1,000 companies of different nationalities based in Morocco. The findings of the survey
revealed that 73.6% of respondents consider CSR as a serious and promising issue for Moroccan
companies, against 19.2% who believe it is an irrelevant matter for Moroccan companies and
emerging countries.
Formally-introduced corporate citizenship offers a history of less than a decade in Morocco but
with ample evidence of ‘do good’. Morocco set world-class examples such as the first telecom
infrastructure site to be solar-powered or the first cement factory powered by wind energy.
We could clearly identify 4 organizational profiles of citizen companies in Morocco:

 Subsidiaries of multinational or foreign corporations ‘importing’ their citizenship programs
and practices
 Big-sized Moroccan home-grown companies taking the international route and promoting an
image of community activism
 Businesses that are suppliers to foreign retailers or clients of foreign suppliers brought to
comply with international or sector based codes of conduct or certifications
 The feel-good contribution of small and medium businesses
Overall, the citizenship demonstrated by companies in Morocco has passed the nascent cap but it
remain to be seen how they embrace the international existing best practices; and equally if not
more important how do they genuinely leverage their contribution to the overall economic and
social objectives of Morocco.
Some key citizenship milestones in Morocco
2007 –
ERAMEDIC;
2003 – 2005 – Intégrales the 1st 2008 – First
1999 – First CSR de company in Moroccan
Campaign report l’Investissement Morocco to private
on clean issued by forum on receive the carbon
beaches CDG Responsible Label CGEM fund, FCCM-
initiated Group Investment on CSR CDG
2002 - 2004 – Vigeo, 2006 – CGEM; 2008 – 2009 – 1st

AmCham a SRI rating the Moroccan Morocco Moroccan
Corporate agency Confederation Center for Symposium
Citizenship conducts its of Enterprises Clean on Energy
Award 1st social adopts a CSR Production Efficiency
created audit for charter (CMPP) (Assises
LYDEC created Energie du
Maroc)
KEY FINDINGS
1. Citizenship in General
Distribution by Sector
FACT BOX 1
8
45 companies and 17 7
sectors are covered in 6 7
this report. 5
4 5 5
The Information 3 4 4
Technology sector is 2 3 3
most reported with 7 1 2 2 2 2
1 1 1 1 1 1
companies, followed by 0
the financials and the
Industrials sectors with 5
companies each.
The 45 companies benchmarked originate from 17 sectors which represents a

healthy diversity. Nearly all giant sectors of the Moroccan economy seem to vest an
interest into citizenship with the agro industry efforts mapped as part of the
consumer staples sector as well as the mining (phosphates) and the financial sector
efforts are presented. Real estate companies offer too little information to be
benchmarked but contribute a compulsory 4% of their net revenue to a social
housing fund. The notable exception is the tourism Industry which adopted a
charter on responsible tourism but acts as a strong laggard.
FACT BOX 2
Terminology in use
20 companies use 25
‘Sustainable
Development’ as the 20
term of choice. 20
15
12 for corporate social
responsibility
10 12
11
11 for citizenship
5
2 alternatively
2
0
Citizenship Sustainable Corporate Social Multiple
Development/Sustainability Responsibility
In-house, a majority of companies have opted for the term ‘Sustainable

Development/Sustainability’. However, when it comes to PR/communication
campaigns, the term Citizenship or ‘Citoyenneté’ in French is widely more
understood, therefore prominently used.
FACT BOX 3
Existence of a Citizenship Signature
Only 6 companies have
introduced a signature Citizenship
for their holistic Signature
citizenship programs. 13%
No Citizenship
Signature
87%
51% of companies run big-scale citizenship programs with only 13% of them having
introduced a citizenship signature. The difference lies in the fact that 27 companies
pursue environmental activism with the majority being ‘industrials‘, hence the
perception there is no need to communicate with the public at large.
There are also few cases of a ‘tit for tat’ style of doing citizenship with no glue of
coherence and dispersive communication.
Signature French English

AXA Maroc Mascot Si Kayiss Si Kayiss
DELL Inc. Line TechKnow Techknow
GFI MAROC Line La Confiance durable Trust that last
HOLCIM MAROC Line Construction Durable Construction that last
NORSYS AFRIQUE Line Easymakers Easymakers
Procter & Gamble NWA Line Vivre, Apprendre et S'épanouir Live, Learn and Thrive
Microsoft Line Unlimited Potential Unlimited Potential
FIGURE 1
Citizenship Signatures in
Morocco
FIGURE 2
AXA Maroc leaflet with
Si Kayiss, the mascot.
FACT BOX 4
Proof of ESG strategy integrated to the core strategy
26 companies consider or part of the long-term strategic plan
Environmental, Social
and Governance issues
as valuable intangible
assets that should be
managed.
No Evidence
42%
Evidence
58%
We looked for embedded statements on ESG in the identity and/or long term plan
of each company. 22 out of 29 mother HQs of foreign companies or foreign-
controlled companies in Morocco have adopted ESG strategy to the core. In
comparison, 5 out of 16 Moroccan-owned companies (OCP, ONE, SOTHEMA, ONDA,
LGMC) have adopted ESG strategy to the core. Others ‘outsource’ their activities to
self-owned Foundations or green wash.
FACT BOX 5 Pillar(s) of Sustainability evidenced in Citizenship

The business case for 14
Citizenship always holds 12
back the full promise of 12
10
Sustainability. 10
8
Just 7 companies are
6 7 7
fully embracing the
triple-bottom line 4
4
activities: Environment, 2 3
Community & 1 1
0
Stakeholders Relations
Community &Community & Environment Environment Environment, Environment, Environment, Not
and Profitability. Stakeholders Stakeholders and Community &Community & Profitability Applicable
Relations Relations and Profitability Stakeholders Stakeholders
Profitability Relations Relations and
Profitability
The profitability spectrum in Morocco is diverse and includes activities such as

Hewlett Packard campaigns against fake print cartridge; L’Oreal responsible
purchasing agreement with argan oil suppliers; Groupe Banque Populaire with the
Micro credit Foundation and Industrials setting up private wind farms.
Arguably, Maroc Telecom offers the best examples of integrated citizenship
profitability in Morocco with initiatives such as mobile phones using the Tamazight
local language commercialized to the berbère population to phone shops
(teleboutiques) with upfront costs donated to entrepreneurs.
Citizenship themes addressed and publicly promoted
FACT BOX 6
30
31 themes are repeated
123 times.
25 26
Environment is tackled
by well over half of the
companies (26) when 20
HIV/AIDS as an 19
example, seems to be
15
of least concern (1). 15
10
5
4 4 4 4 4
1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 3 3 3 3
0
There is a lot of emphasis on addressing issues such as illiteracy, poverty, youth exclusion and environmental care in Morocco.
The Kingdom of Morocco has spearheaded a number of ambitious Public Private Partnerships; to name a few the Program ‘Génie’ and ‘Nafida’
in education and e-education and the Foundation Mohammed VI for the Protection of the Environment is renowned for its annual campaign
‘Plages Propres’ for clean beaches. The work is in progress and has yielded some results w can deem positive so far. It also remained to be seen
how companies would engage in the near term into a number of pressing or emerging, but sensible issues in the social landscape; namely water
scarcity, HIV/AIDS, tobacco & drug addiction, immigration and emigration.
FACT BOX 7 Citizenship themes addressed and publicly promoted by Company
BMCE Bank and 5 7
other companies
present the highest
6
number of topics 6 6 6 6 6 6 6
said to be addressed
6; when Nokia North
5
Africa run its 5 5 5
citizenship activities
under a single 4
theme. 4 4
The average number 3

of themes/company 3 3 3 3 3 3 3 3
is 4.
2
Dell and SAP run 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2
citizenship activities
at the global level 1
but not at the 1 1 1 1 1 1 1 1
country-level in
0 0
Morocco. 0
FACT BOX 8
Existence of a flagship program, green product or service
23 companies run a publicized as such
citizenship flagship
program.
No Flagship
Flagship
49%
51%
22 of those programs reach an external audience. Just one program is internal;

LAFARGE relying of private wind farms to power its cement factories.
A number of flagship programs are profiled as best practices in this report.
FACT BOX 9
Flagship programs by Themes
1 in 3 of all flagship 4,5
programs (8/23) relate
4
to Education and/or 4
3,5
Digital inclusion.
3
3 3
2,5
2
2 2
1,5
1
1 1 1 1 1 1 1 1 1
0,5
0
Companies Flagship Program Theme Short Description
ATTIJARIWAFA BANK ‘JAMIATI’ Education Student ID card Jamiati, web portal to access information on Moroccan
universities
AXA MAROC Barometer AXA on retirement Public Survey on Retirement Public Survey on Aging & Retirement
BANQUE CENTRALE POPULAIRE Micro-Credit Foundation Micro finance Micro credit loans
BMCE BANK ‘MEDERSAT.COM’ Education Network of rural schools
CENTRALE LAITIÈRE Nutrition Education Day 'Sihhaty fi taghdiyati' Education Education on nutrition among school children
CISCO MAROC ‘E-Parité’ Gender Promotion CISCO CCNA certification for women made easy
ERICSSON - SONY ERICSSON Solar-powered telecom infrastructure site ICT in the Community Solar-powered telecom infrastructure site
HOLCIM MAROC HOLCIM Awards for Sustainable Construction Sustainable Construction Awards recognizing sustainable construction projects
Inditex SA Cooperation with AMITH on the label 'Fibre Suppliers Compliance Compulsory compliance for Moroccan textile and clothing suppliers to be
Citoyenne' certified with the label 'Fibre Citoyenne'
INTEL Corp. ‘Intel Teach Program’ ICT Education IT skills for teachers
ITISSALAT AL MAGHRIB Association Maroc Telecom for Enterprise ICT Entrepreneurship Support in opening phone shops, entrepreneurship fund, scholarships
Creation
LAFARGE MAROC Private Wind farm s Green Energy Supply Private wind farms to power cement factories
LGMC Industries Support to Working Women Gender Promotion Women in management, literacy program and social advantages
L'Oreal ‘FOR WOMEN IN SCIENCE’ Gender Promotion Scholarships for women researchers
LYDEC Department INMAE Access to Infrastructure Dedicated Department responsible for providing utility services to slums
MEDITELECOM ‘LIAJILCOM’ ICT Entrepreneurship Support in opening community phone shops as micro enterprises
MICROSOFT AJIALCOM ICT Education IT centers hosted within Youth Houses (Maisons de Jeunesse)
NORSYS AFRIQUE ‘TPE’ Rural Empowerment Creation of agricultural micro enterprises
OCP Forestation/Reforestation Program Forestation/Reforestation Forestation, reforestation and development of green cover areas
ONE ‘Plan VER’ Rural Empowerment Valorization Plan for Rural Electrification
ONA ‘VILLA DES ARTS’ Cultural Promotion Exhibition venues for Arts & Culture
Procter & Gamble NWA Always School Program' Education Education on puberty and reproductive health among young school girls
TOTAL Renewable energy powered rural Access to Infrastructure Solar home appliances, other hybrid systems in rural areas
electrification
Veolia Environnement Maroc Prepaid automatic standpipes functioning Access to Infrastructure Prepaid automatic standpipes functioning with photovoltaic panels
with photovoltaic panels
2. Education and Digital inclusion
FACT BOX 10
Education-related Citizenship Programs
The 28 education 12
themes are repeated 81
times.
10
Building or upgrading 10
schools is considered of
8
highest priority.
Multimedia centers in 7
schools and E-literacy 6
6 6
programs are
respectively ranked at 4
the 3rd and 5th position. 4 4 4
3 3 3 3 3 3 3
2
2 2 2 2 2
1 1 1 1 1 1 1 1 1
0
FACT BOX 11
Education-related Citizenship Programs by Company
Microsoft and Holcim
10
Maroc top the number
F
of corporate education 9
programs run in F 9 9
Morocco, 9 each. 8
F 8
Microsoft runs a 7
7
flagship Education
6
program which is 6 6 6 6
AjialCom 5
F
The ICT companies the 4
closest to this score are 4 4
Meditelecom and Intel; 3
F 3 3
with respectively 6 and F
2
4 programs. 2 2 2 2 2 2
1
1 1 1 1 1 1 1
0
The number of programs run is not everything. The depth & outcomes of each program matters; yet no comprehensive benchmark can apply
to such a diversity of programs and metrics. Where applying, we marked an ‘F’ sign on top of each histogram to inform the company flagship
program coincides with an educational initiative, therefore being prominent. For IT companies running ICT education programs, we qualified
their flagship programs as Education related instead of Digital Inclusion.
FACT BOX 12
Digital inclusion-related Citizenship Programs
The 18 digital inclusion 7
themes are repeated 36
times. 6
6
Setting up multimedia
centers in schools by 5
donating computers
and providing other 4
4
forms of assistance is
the most prominent 3
program. 3 3 3
2
2 2 2 2
1
1 1 1 1 1 1 1 1 1
0
FACT BOX 13
Digital-inclusion related Citizenship Programs by Company
Meditelecom run the 8
highest number of
F
digital inclusion
7
programs in Morocco, 7 7
F
7.
6
6
4
4 4
3
F 3
2
2 2 2
1
1 1 1 1 1
Where applying, we marked an ‘F’ sign on top of each histogram to inform the company flagship program coincides with a digital inclusion
initiative, therefore being prominent.
FACT BOX 14
Digital Inclusion and Educational main partners by Company
Microsoft, Meditelecom and BMCE
12
Bank partner with a large number of
organizations
Education Digital Total
ACCOR MAROC 1 - 1 10
2
CENTRALE LAITIÈRE 1 - 1
MANAGEM 1 - 1
5 5
NABC COCA COLA 1 - 1
NOKIA CORP. 1 - 1 8
NORSYS AFRIQUE 1 - 1
OCP 1 - 1
ONE 1 - 1
TOTAL MAROC - 1 1 6
BANQUE CENTRALE 2
POPULAIRE 2 - 2
CIMENT DU MAROC 2 - 2
0 2
EQDOM 2 - 2
LAFARGE MAROC 1 1 2
4 8
ERICSSON- SONY 1 0 4 1
ERICSSON MAROC - 3 3
PROCTER & GAMBLE 3 - 3 3 0 5
ATTIJARIWAFA BANK 3 1 4
2 4 4 4 4
HOLCIM MAROC 4 - 4 0 0 0 1
ITISSALAT AL 3 3 3 3
MAGHRIB - 4 4 2 2 2
LYDEC 3 1 4 10 10 10 10 10 10 10 10 1 1
CISCO MAROC 5 - 5 0 0 0 0
INTEL CORP. 3 2 5
VEOLIA MAROC 4 2 6
BMCE BANK 4 5 9
MEDITELECOM 4 5 9
MICROSOFT 8 2 10
Digital
Educational
FACT BOX 15
Preferred Digital Inclusion and Educational partners
The Ministry of 12
National Education is
the partner of choice
10
both for education and
10
ICT in education
initiatives. 8
Zakoura Education
6
Foundation is offering
non formal literacy
5
programs for adults. 4
The University Hassan II 3 3 3

2
of Casablanca is host to 2 2 2 2 2 2 2 2 2
a micro finance master
program and a number 0
of company research
initiatives.
3. Governance
FACT BOX 16
Citizenship Programs run In-house or by a Foundation
Citizenship Programs run: Foundation
9%
In-House 34
In-House and Foundation 7 In-House and
Foundation
Foundation 4 15%
With 11 foundations in existence,

the ratio is 1 foundation for every
4 companies.
In-House
76%
FACT BOX 17
We voluntarily excluded foreign-

Board Committee(s) dedicated to Citizenship
Dedicated Board
controlled companies to Committee
7%
understand how Moroccan
companies are embracing
citizenship at the highest Not applicable
29%
management level.
3 out of 16 Moroccan companies

Foreign-controlled
have a dedicated Board companies
64%
Committee overseeing quality,
hygiene, security, environment
and/or community relations
matters
FACT BOX 18 Management Structures for Sustainability

Dedicated
Only 7 out of the 41 companies Department /
Manager
which run all or part of their 17%
citizenship departments in house
have hired a manager or created
a dedicated department.
If this is not the case,

departments such as
Delegated
Communications, Marketing or Department / info
not available
HR are usually delegated those 83%
responsibilities.
FACT BOX 19 Citizenship Budget
Companies in Morocco do not
disclose how much they spend
on citizenship. disclosed; 1
The only case is BMCE Bank,

one of the biggest bank in
Morocco which sets aside 4%
of its gross profit (résultat
brut d’exploitation hors
normes IFRS) to citizenship.
Our own calculation points undisclosed; 44

that sum at 100 Millions MAD
or 12.5 US$ M in 2007 (latest
annual report available).
FACT BOX 20
Participation in national sustainability or social welfare
The General Confederation of
working groups
Moroccan Enterprises (CGEM)
has adopted a corporate
SIDA Entreprises maroc (HIV/AIDS) 1
social responsibility charter in
2006 and has a number of
commissions working on 1
Planet Finance Maroc
citizenship issues.
The cement industry is the Fondation Academia 2

only industry that adopted a
sustainable development
Pacte Mondial (Global Compact) Maroc 5
charter with all companies
collaborating on some
industry-wide initiatives. Fondation Mohammed VI pour la protection 7
de l’environnement
A majority of national industry
working groups are unable to 0 1 2 3 4 5 6 7 8
translate sustainability issues
into collaborative action.
COMPANY PROFILES
ACCIONA TRANSMEDITERRANEA Good Case Practice
-
Citizenship Overview
Acciona is a Spanish conglomerate with specializations in the areas of infrastructure, energy, and
water.
Acciona has embraced sustainable development as being central to its strategy and formulates really
comprehensive policies & a yearly action plan.
Acciona Trasmediterránea is part of the Acciona Group, which operates sea crossings of passengers
& goods between Spain, North Africa and other destinations. Moroccan residents abroad (MRE) use
this mode of transportation to cross by hundreds of thousands during summer break.
Trasmediterránea however is not considered a strategic asset and was opted out in the deployment
of the group citizenship. Trasmediterránea only sign of caring is the ISO 14001 certification of its
environmental management system and to date; no prominent action have been noticed.
Core Business Utilities – Diversified

Citizenship Pillars Environment
Citizenship Themes for Morocco Environment
Management Structures for -
Sustainability
Number of Citizenship Programs 1
Number of education and IT- -
related Programs
Main partners -
Citizenship Budget -
Impact -
Participation in sustainability -
working groups
Awards/Recognition -
Contacts Madrid Avda. de Europa, 10 Parque Empresarial La Moraleja
C.P. 28108 Alcobendas, Tel. 91 423 85 00 - Fax 91 423 85 55
Flagship Program Description Period Results

- - - -
Recent Program with a Description Period Results
high potential
- - - -
ACCOR Good Case Practice
-
Accor Morocco spontaneous citizen actions’ (Earth Guest Day, support to micro finance projects)
have yet to offer a more coherent picture with the recently adopted "Earth Guest" initiative at the
global level and the Foundation Accor awaiting to take ground in Morocco.
The "Earth Guest" program contains eight priorities which include the 'green' upgrade or planning of
hotels, a policy against child sexual exploitation in tourism, the fight against AIDS and malaria among
other social considerations as well as to fund the planting of 3 million trees by 2012.
Core Business Consumer Discretionary

Citizenship Pillars Community & Stakeholders Relations
Citizenship Themes for Morocco Education, Micro finance
Sustainability
Number of education and IT- 1
related Programs
Main partners PlaNet Finance, Association Sahil
Impact 500 women and 100 youth at risk beneficiaries of the micro
finance projects
working groups
Contacts -

- - - -
high potential
- - - -
AKWA HOLDING (AFRIQUIA Good Case Practice
incorporated) Petrodis is an internally created company overseeing
the adoption of Health, Environment and Security
Citizenship Overview measures among all the companies of AKWA group.
Akwa Group is a Moroccan private
group with interests in different
business sectors and a leader in the
distribution of fuel and gas through Afriquia Gaz, a controlled company. Akwa do not deliver any
prominent citizen action, with the exception of Afriquia supplying free gas to homes of SOS Villages
in Morocco. A relatively strong Hygiene, Security and Environment (HSE) policy has been enacted for
the group. Here, an unusual case of governance is the existence of Petrodis, an internal company
under the responsibility of the group finance department which is responsible for the HSE adoption
for the whole group.
Core Business Energy

Citizenship Themes for Morocco Environment, Sponsoring & Donations
Sustainability
related Programs
Main partners Foundation Mohammed VI for the Protection of the
Environment
Impact
Participation in sustainability Founding Member of the Foundation Mohammed VI for the
working groups Protection of the Environment
Contacts Tel : (+212) 05 22 35 22 90 - Fax : (+212) 05 22 35 44 46 -
Adresse : Km 7, route de Rabat, Ain Sbaâ, Casablanca, Maroc

- - - -
high potential
- - - -
AXA Good Case Practice
AXA citizenship signature program is a mascot
Citizenship Overview personage called ‘Si Kayiss’.
AXA Assurance is the second insurance The personage resulted from an employee brainstorm
company in Morocco in market share initiative and has since appeared in different
terms. communications campaigns, offering practical advices
Being responsible, according to AXA is to protect the planet.
to assume a sustainable risk transfer
from its customers and to build lasting partnerships with organizations that advocate and sensitize
for the prevention against issues with serious consequences for the public. AXA notably supports
different campaigns for road safety, the Moroccan Association against cancer (AMLCC) and adopted
an internal anti-tobacco policy.
AXA also publishes an annual benchmark study on retirement in 26 countries and included Morocco
in the 2008 opinion survey. About global warming, Moroccans believe their country is no more or
less responsible than others on climate change, with 57% of retirees and 60% of the working
population being "very concerned" or "somewhat concerned ". The same pessimism applies for the
contribution of Morocco in solving the problem.
Core Business Financials

Citizenship Themes for Morocco Financial Assets Protection, Road safety, Healthcare, Sponsoring
& Donations
Sustainability
related Programs
Main partners -
Impact -
working groups
Contacts 120-122, avenue Hassan II - Casablanca 20000 - Tél. : +212 (0)22
88 92 92 - Fax : +212 (0)22 88 91 88

- - - -
high potential
- - - -
BANQUE CENTRALE POPULAIRE Good Case Practice
(GROUPE BANQUE POPULAIRE)
Citizenship Overview  The Microcredit Foundation
Three foundations are responsible for
addressing each of the 3 citizenship
axis of the Groupe Banque Populaire:
The Foundation for Education and
Culture, the Foundation for Entrepreneurship and the Foundation for Microcredit (the largest
microcredit lender in the country). Groupe Banque Populaire traditionally favors a large shareholder
base (the bank of the people). The regional banks are owned by its customers that hold up to 20% of
the total shares of the company.
The group demonstrates a strong social commitment towards its employees with the example of the
'central purchase store' (Centrale d’achat) where consumer goods are offered at very competitive
prices to all employees.

Citizenship Pillars Community & Stakeholders Relations and Profitability
Citizenship Themes for Morocco Responsible Innovation, Environment, Education, Sponsoring &
Donations, Pronounced employee well-being
Sustainability
related Programs
Main partners Ministry of National Education, Foundation Mohammed VI for
the Protection of the Environment
Impact See the flagship program results
Contacts Fondation Education et Culture, Création d’Entreprises,
Microcrédit ; M. Mustapha BIDOUJ, Secrétaire Général
Tél : 05 22 43 49 49 (LG) - fbpmicrocredit@menara.ma

The Microcredit Micro credit loans 2000 - 176 738 clients borrowed ~220 US$
Foundation ongoing M (1,761 MM DHs.) in 2007
high potential
CENTRALE LAITIÈRE Good Case Practice
Citizenship Overview  Nutrition Education Days «Sihhaty fi

Centrale Laitière emphasis is to taghdiyati»
maintain a privileged relationship with
2 major stakeholders: stockbreeders
and the young audience.
With a leadership in the dairy supply in Morocco, Centrale Laitière is supporting the efforts of
stockbreeders throughout the value chain.
Over 11 million school kids for their part were hosts to the annual Nutrition Education Days, a
program co-organized with the Ministry of National Education since 2003.
Core Business Consumer Staples

Citizenship Themes for Morocco Education, Stockbreeder support, Sponsoring & Donations
Sustainability
related Programs
Main partners Ministry of National Education
working groups
Contacts Press Contact: Hanaâ FOULANI Tél.: 05 22 77 96 14 - GSM: 06
46 11 17 25, hfoulani@centralelaitiere.com

Nutrition Education Days School kids from different 2003- 11 millions students
grades learn about ongoing sensitized
maintaining a healthy and
balanced diet
high potential
- - - -
CIMENT DU MAROC Good Case Practice
-
Ciments du Maroc, a subsidiary of
Italcementi Group is the 2nd cement company in Morocco by market share term.
Ciments du Maroc sustainable development policy focuses on health, safety and the
environment. The group has adopted a clear policy on Hygiene, Security and Environment (HSE) and
an action plan which includes the ‘green’ optimization of its plants, all plants to be certified ISO
14001 and the construction of a wind farm in Laayoune. Other spontaneous social actions concern
infrastructure building (roads, schools, park rehabilitation…) and children welfare (donation of
educational kits, bicycles and staples).
Core Business Materials

Citizenship Pillars Environment, Community & Stakeholders Relations
Citizenship Themes for Morocco Environment, Education, Sponsoring & Donations
Sustainability
related Programs
Main partners Fondation Mohammed VI pour la protection de
l’Environnement, Fondation Mohamed V pour la solidarité,
Fondation Zakoura Education, Association l’Heure Joyeuse,
Ligue Marocaine pour la Protection de l’Enfance
Impact
Awards/Recognition
Contacts Mme Jamila DIANI, Chef du Département Communication
Tél. +212.22.85.94.50 à 59 - j.diani@cimar.co.ma - 621,
boulevard Panoramique 20150 CASABLANCA MAROC

- - - -
high potential
- - - -
COSUMAR Good Case Practice
-
COSUMAR Group is the single sugar
national operator and as an industrialist is demonstrating a commitment to environment.
COSUMAR therefore adopted a Quality, Security and Environment (QSE) policy and conducts a
"green" upgrade of its installations.
COSUMAR runs an extensive program that support beet and cane sugar farmers and their
communities. Different methods of micro-irrigation are currently experimented for water efficiency
and to mitigate adverse climate effects.

Citizenship Themes for Morocco Environment, Rural Empowerment, Sponsoring & Donations
Sustainability
related Programs
Main partners Association “Les Rangs d’Honneur”
Impact -
working groups
Contacts 8 rue Mouatamid Ibnou Abbad, BP 3098 Roches Noires
Casablanca
Tél : 212 5 67 83 00 – 212 5 29 02 83 00 - Fax : 212 5 22 24 10 71

- - - -
high potential
Micro-irrigation micro-irrigation methods in 2007- -
beet and cane sugar farming ongoing
DELL Inc. Good Case Practice
-
Dell presence in Morocco comprises a
network of certified partners, resellers and a call center. DELL does not run any citizenship activity in
Morocco.
Core Business Information Technology

Citizenship Pillars -
Citizenship Themes for Morocco -
Sustainability
Number of Citizenship Programs -
related Programs
Main partners -
Impact
working groups
Contacts http://www.euro.dell.com/content/topics/topic.aspx/
emea/contact/edb/morocco?c=ma&l=fr&s=gen

- - - -
high potential
- - - -
EQDOM Good Case Practice
-
Eqdom is a consumer credit company, a subsidiary of Société Générale Group. Negligible sponsoring
& donation activities are meant to communicate.

Citizenship Themes for Morocco Education, Sponsoring & Donations
Sustainability
related Programs
Main partners Fondation Zakoura Education, Rotary Club (Casablanca)
Impact
working groups
Contacts Casablanca, 127 - Boulevard Zerktouni

- - - -
high potential
- - - -
ERAMEDIC Good Case Practice
-
ERAMEDIC is an SME whose specialization vests in hospital engineering, the distribution and
maintenance of medical and laboratory equipment.
ERAMEDIC was the first company in Morocco to obtain the CSR label of the General Confederation of
Moroccan Enterprises (CGEM) and one of just the dozen companies’ to adhere to the Global
Compact Morocco.
ERAMEDIC installed 23 mini-units of clinical waste treatment in hospitals and contributed two
publications, informing on best practices and offering its reflection on the issues of (1) treatment of
clinical waste and (2) the sterilization of medical devices, yet to become a proper reality in Morocco
Core Business Health Care

Sustainability
related Programs
Main partners ECODAS, Groupe GETINGE
Impact 5000 copies of each publication distributed
23 mini-units of clinical waste treatment installed in Morocco
Participation in sustainability Global Compact (Pacte Mondial) Morocco
working groups
Contacts Mr Rachid BELKAHIA, Directeur Général
belkahia@menara.ma, eramedic@menara.ma
Phone : 212 (0) 05-22-30-69-21 / 22-30-69-22
Recent Program with a high Description Period Results

potential
GFI Good Case Practice
-
GFI Maroc is a Software & IT services provider, which qualified to be benchmarked as it obtained the
CSR label of the General Confederation of Moroccan Enterprises (CGEM). However, GFI lightly
communicates on its citizenship, the only public statement found on its website stating "it has to be
noted our pragmatic approaches in saving energy, paper and computer recycling; which the group
has practiced for many years."

Sustainability
related Programs
Main partners -
Impact -
working groups
Contacts M. Abdelhak GHOULAM, Directeur des Ressources Humaines
Tél : 05 22 94 97 79 - Fax : 05 22 36 94 14 -
a.ghoulam@gfimaroc.com

- - - -
potential
- - - -
GTR Good Case Practice
-
GTR (Grands Travaux Routiers Maroc)
is a road constructions company, a subsidiary of COLAS France.
COLAS demonstrate an innovation for the environment with the notable introduction of the Vegetal
Végécol (a natural substitute to bitumen) and uses eco-tracking software’s to minimize energy
intensity.
GTR Morocco, for its part adopted an HSE policy on accidents prevention, a charter on road
cleanliness and various exercises to minimize energy intensity.
GTR Morocco hosts a training institute on road professions and supports various associations.
Core Business Industrials

Management Structures for Quality, Safety and Environment Department
Sustainability
related Programs
Main partners Banque vestimentaire, INSAF, ARMADEV
Impact
working groups
Contacts 5, Bd Abdellah ben Yacine 21705 0 – Casablanca BP : 13 543
Tél. : 05 22 54 59 59 – Fax : 022 30 75 47 - sec_siege@gtr.co.ma

- - - -
high potential
- - - -
HEWLETT-PACKARD COMPANY Good Case Practice
-
Hewlett Packard Company used to
organize in the past several campaigns against counterfeiting (of print cartridge) in Morocco.
Recently, its citizenship in Africa has expanded with 2 programs:
A program for the management of electrical and electronic waste by strengthening the informal
sector in developing effective processes in waste management and enabling jobs creation.
A program to connect African universities to worldwide research centers, a community grid model-
like with the intention to curb the brain drain.
In 2007, HP launched a one-year pilot project in Africa to identify sustainable recycling processes for
electronic waste in developing countries and went to learn from the experience of the program
<<e-dechets>> in Morocco initiated by the Moroccan Center for Clean Production (CMPP).
HP is currently rolling out the execution of those 2 new programs (for example with the opening in
2008 of a recycling factory in Cape Town, South Africa) and benefits should possibly reach to
Morocco in the near term.

Citizenship Pillars Environment, Profitability
Citizenship Themes for Morocco Environment, Anti-Piracy
Sustainability
related Programs
Main partners Global Digital Solidarity Fund, the Swiss Institute for Materials
Science and Technology (Empa)
Impact
working groups
Contacts Lot 10, La colline Sidi Maarouf 20190, Casablanca Maroc
Tél: +212 22 436400, Fax: +212 22 973727

- - - -
high potential
- - - -
HOLCIM Good Case Practice
Ecoval is an industrial waste treatment platform made
Citizenship Overview operational by Holcim in May 2007, the first of its kind
Holcim Morocco considers sustainable in Morocco. Waste from other industries is treated
construction as its main contribution and enters in the fabrication of cement & others.
for sustainability.
We have the existence of the Holcim
Foundation for Sustainable Construction, the Global Holcim Awards recognizing architectural projects
in sustainable construction (a Moroccan architect co-won the 2009 Gold Award for a rehabilitation
project of the Medina of Fes) and the recycling & valorization of other sectors waste’ that enters in
the fabrication of cement.
A recent pilot project in Morocco consisted in the construction of 80 properties respectful of the
principles of sustainability and environmental friendliness in the new town of Tamesna: Holcim here
is securing an early expertise in anticipation of more stringent green building requirements in
Morocco. Holcim is also supporting the development of micro-enterprises (cement and concrete
hauliers) and undertakes prominent charitable work that includes social infrastructure building
benefiting communities around its main production sites.

Citizenship Pillars Environment, Community & Stakeholders Relations and
Profitability
Citizenship Themes for Morocco Education, Environment, Micro finance, Proximity Community
Development, Sponsoring & Donations
Sustainability
related Programs
Main partners Fondation Mohammed V pour la solidarité, Fondation Zakoura
Éducation, Ligue pour la protection de l’enfance
Fondation Academia
Impact -
Participation in sustainability Foundation Academia
working groups
Awards/Recognition Social Responsibility Trophy - category community engagement,
les «Intégrales de l'Investissement» 2005
Contacts Avenue Annakhil - Hay Ryad B.P. 2299 - Rabat - Maroc
Tél. : + 212 37 71 02 02 - Fax : + 212 37 71 66 97

Global Holcim Awards for recognizing architectural Yearly Winners Gold, Silver and
sustainable construction projects in sustainable Bronze
construction
high potential
Construction of ‘green’ 80 properties 2007-? -
properties in Morocco
INDITEX SA Good Case Practice
-
INDITEX is a Spanish group, one of the
world’s largest fashion distributors.
With a recent opening of its branded shops (Zara, Stradivarius), Morocco is mainly considered a key
zone for textile and clothing suppliers.
INDITEX expects all its suppliers’ worldwide to demonstrate social considerations.
The Moroccan Association of Textiles (AMITH) introduced in 2003 a social label 'Fibre Citoyenne'.
INDITEX makes it a requirement for any interested Moroccan supplier to be certified 'Fibre
Citoyenne' before any collaboration.
INDITEX has also enacted a code of conduct for suppliers, offer training courses and conduct regular
audits on its suppliers’ locations (over 225 in Morocco). INDITEX collaborate with ITGLWF, the textile
workers’ international union and local labor unions present within its supplier’s premises so as to
encourage a peaceful social environment.

Citizenship Themes for Morocco Responsible Supply Chain
Sustainability
related Programs
Main partners AMITH, ITGLW, labor unions
Impact -
working groups
Contacts -

- - - -
high potential
- - - -
LAFARGE Good Case Practice
Lafarge Morocco cement plants are powered with
Citizenship Overview wind energy
Lafarge Morocco offered the first
example worldwide of a cement
factory powered by wind energy with
the Tetouan wind farm.
A 2nd wind farm project is underway and considered to apply as a Clean Development Mechanism
project.
Lafarge has adopted the concept of 'industrial ecology' that consists to offer a green environment
around the production sites. Lafarge is constantly operating ‘green’ upgrades of its installations and
is recovering the waste from other industries as a raw material component into cement fabrication.
To meet the latter objective; Lafarge, CIMAR and ASMENT created a company ECOCIM dedicated to
the recycling and treatment of waste.

Citizenship Themes for Morocco Environment, Rural empowerment, Sponsoring & Donations
Management Structures for Public Relations and Sustainable Development Department
Sustainability
related Programs
Main partners NAREVA, CIMAR, ASMENT, Fondation Mohamed VI pour la
protection de l'environnement, Haut Commissariat des eaux et
forêts
Impact -
working groups
Contacts M. Rachid AMOR; Directeur des Relations Publiques et
Développement Durable - Tél : 05 22 52 99 78 - Fax : 05 22 50 45
01 - mohamed-rachid.amor@lafargemaroc.com

Cement plants powered by Private wind parks 1st park (2005), Lafarge private wind
wind energy powering cement factories 2nd park (2010 park
estimated)
high potential
- - - -
LGMC Industries Good Case Practice
LGMC counts a head of Human Resources and
Citizenship Overview Sustainable Development; the only Moroccan-born
LGMC is the largest Moroccan exporter company in our study to have a citizenship dedicated
of canned fish. LGMC has the unique position, part of the executive leadership team.
and triple distinction of having adopted
an internal charter of social
responsibility; obtained the CSR label of the General Confederation of Moroccan Enterprises (CGEM)
and a member of the Global Compact Morocco.
LGMC has rolled out a prominent human initiative to support working women in the company but we
note the troubling absence of a strategy in respect of the responsible supply of sea goods, the
company’s core business.

Citizenship Themes for Morocco Pronounced Responsible Governance, Gender promotion
Management Structures for VP of Human Resources and Sustainable Development
Sustainability
related Programs
Main partners -
Impact
working groups
Contacts Mlle Mouna SEBBAHI; Responsable Ressources Humaines et
Développement Durable - Tél : 05 22 77 72 99 - Fax : 05 22 98 43
28 - drh@lgmcindustries.com

Support to working women women in management positions, - -
free access to banking cards to
prevent financial pressure at home,
literacy program
high potential
- - - -
L'Oreal Good Case Practice
-
L'Oreal in Morocco offers a recent
history of citizenship. Emerging from an international scandal, L'Oréal has agreed on a responsible
purchase agreement with argan oil suppliers in Morocco who factor social and environmental
considerations in exchange of a fair purchasing price.
L’Oreal also supports promising young women researchers by granting scholarships as part of its
global initiative ‘For Women in Science’.

Citizenship Themes for Morocco Responsible Innovation, Responsible Supply Chain, Gender
promotion
Sustainability
related Programs
Main partners UNESCO, Argan oïl cooperatives
Impact
working groups
Contacts -

For Women in Science highlights the scientific 2001- -
excellence of women, and ongoing
scholarship to talented
women researchers
high potential
- - - -
LYDEC Good Case Practice
LYDEC created the INMAE Department, a dedicated
Citizenship Overview department responsible for providing utility services
LYDEC provides water, sanitation and to slums inhabitants in the Greater Casablanca.
public lighting services for the towns of
Casablanca, Mohammedia, Ain
Harrouda and 14 other municipalities.
The model adopted in Morocco is that of 'delegated management' where the community retains
ownership of the property and has a right to inspect the quality and distribution of utility services
delivered.
LYDEC initiated several actions to ameliorate the quality of its water and sanitation services, run
public environmental education campaigns and most important; created INMAE, a dedicated
department of 70 collaborators responsible for providing utility services to slums in the Greater
Casablanca.
LYDEC has facilitated different dialogues of the International Social Observatory of Suez in Morocco,
a think tank saying in short: the globalization of the economy should be followed by the globalization
of social well-being.
Core Business Utilities – Diversified

Citizenship Themes for Morocco Responsible Innovation, Education, Environment, Gender
promotion, Think-thank Knowledge, Sponsoring & Donations
Management Structures for Communications & Sustainable Development Department
Sustainability INMAE Department (utility services to urban slums)
related Programs
Main partners Fondation Mohammed VI, Association Espace Point de Départ,
Alliance Maghreb Machrek pour l’Eau, Observatoire social
international de Suez
Impact
Participation in sustainability The Initiative Award by the Foundation Mohammed VI for the
working groups Protection of the Environment for the contribution to <<Plages
Propres>>
Contacts Siège : 48, rue Mohamed Diouri - B.P. 16048 - Casablanca
Direction Générale : Angle avenue Hassan 1er et rue Gouraud -
Casablanca; Tél. : 022 54 90 54 (lignes groupées)

INMAE Department utility services to urban slums 2005 - ? -
inhabitants in the Greater
Casablanca
high potential
- - - -
MANAGEM Good Case Practice
MANAGEM policy on proximity community
Citizenship Overview development
MANAGEM, a subsidiary of the ONA
Group is a mining and hydrometallurgy
company. The mining sector is
traditionally a sector under intense
environmental scrutiny and MANAGEM has adopted its own method PEE (Plan Environment
Company) for the environmental optimization of its production sites which still lag behind
international best practices. MANAGEM offers an extensive literacy program to all its employees.
MANAGEM policy on proximity community development provides to communities around its mining
sites with education, health services, women literacy programs and social infrastructure.
Core Business Mining

Citizenship Themes for Morocco Environment, Proximity Community Development
Management Structures for QSE and Sustainable Development Board Committee
Sustainability
related Programs
Main partners Institut français
Impact
Participation in sustainability Social Responsibility Trophy - category corporate governance,
working groups les «Intégrales de l'Investissement» 2005
Contacts TWIN CENTER Tour A, angle Bd.Zerktouni et Bd. Al Massira Al
Khadra - BP 5199 Casablanca - Maroc
Téléphone : +212 (0)22 95 65 65 - Fax : +212 (0) 22 95 64 64 -
managem@managem-ona.com

- - - -
high potential
- - - -
NABC Coca Cola Good Case Practice
-
North Africa Bottling Company (NABC),
a subsidiary of the Spanish Cobega is the largest bottler of Coca-Cola in Morocco.
NABC installed a wastewater treatment facility in 2008 but does not seem committed to any ongoing
effort.
The Coca Cola Africa Foundation for its part supports different community initiatives and in Morocco
notably sponsors Students in Free Enterprise.

Sustainability
related Programs
Main partners Students In Free Enterprise
Impact
working groups
Contacts -

- - - -
high potential
- - - -
NOKIA NORTH AFRICA Good Case Practice
-
Nokia Corporation is a
telecommunications company and the largest global manufacturer of mobile telephones. Nokia does
not offer any strong level playing field of citizenship in Morocco. Nokia has supported youth training
on ICT as part of the World Bank E-alpha program for the improvement of adult basic education in
Morocco and claim to pursue other initiatives dedicated to youth and education without more
precision.

Citizenship Themes for Morocco ICT Education
Sustainability
related Programs
Main partners Rotary Club (Casa-Anfa)
Impact 300 youth trained on ICT
working groups
Contacts Casablanca Business Center, Lot No. 2, Lotissement
Mandarouna 300 Sidi Maarouf 20190 CASABLANCA Morocco

- - - -
high potential
- - - -
Good Case Practice
NORSYS AFRIQUE Norsys signature program, Norsys Easymakers comes
with a 10-point responsible charter, a promise for
Citizenship Overview each employee and client.
Norsys Africa is a part of Norsys Group,
a company founded by Sylvain
Breuzard, former president of CJD
France (CJD is a network of young CEOs, highly present and influent in Morocco) that put on the top
of the agenda during his term, the concept of ‘Performance Globale’ (Overall Performance).
Norsys Africa has benefited from the responsible leadership of Mr. Breuzard which embraced
economic, environmental and social performance at the heart of the group's strategy. A strong
corporate governance framework appears to be solidly grounded and the foundation Norsys Africa
runs different community initiatives in Morocco in relation to agriculture, IT training, employment,
environment and health.

Citizenship Themes for Morocco ICT Education, Rural empowerment, Healthcare, Environment,
Pronounced employee well-being, Pronounced Responsible
Governance
Sustainability
related Programs
Main partners Association le Futur des Chantiers et de Développement
Impact
working groups
Awards/Recognition 2009 recipient Great Place to Work Institute,
Silver Medal recipient of the Sustainable Development Award,
"Merit of Development" 2008 by the International Institute for
Promotion and Prestige
Contacts Sidi Abbad, Villa N°38 40000 Marrakech
Tél +21 24 30 04 62 - fax +21 24 30 79 73 - alebbich@norsys.fr

Très Petites Entreprises Support the emergence of - -
Agricoles farmers-run micro enterprises
high potential
- - - -
OCP Good Case Practice
OCP outsourcing procurement policy with small and
medium businesses in Morocco
OCP is the world leader in the
phosphate market & derivatives and
the biggest company by revenue in
Morocco.
With its production exported to over 40 countries, the mammoth stature of OCP has given room to
strong environmental considerations.
Its 3 main areas of action concerns the ‘green’ upgrade of its installations, water efficiency and an
extensive program of forestation and green cover around its production sites and in the host cities
(over 3 million trees planted).
OCP has recently adopted the principle of ‘decentralized procurement’, nurturing a growing base of
suppliers & young businesses, and by so doing strengthening the fabric of local economies and SMEs
in Morocco.
OCP notable examples of community giving are the existence of the agricultural fund OCP and the
donation of 140 acres to relocate 30.000 slum inhabitants in the locality of Khourigba.

Citizenship Themes for Morocco Environment, Entrepreneurship, Education, Think-thank
Knowledge, Social Housing, Sponsoring & Donations
Sustainability
related Programs
Main partners Fondation Mohammed VI, Al Omrane, Institut Supérieur des
Arts et Métiers (ISAM), GIAC, OFPPT, Association marocaine
d’éducation et de développement
Impact Over 3 million trees planted
30.000 slum inhabitants relocated
Foundation Academia
Contacts 2-4, Rue Al Abtal, Hay Erraha (ex Angle route d'El Jadida et
Boulevard de la Grande Ceinture) BP 5196 - Casablanca
Direction Générale Tél : (212 05)22.23.00.25 – 22.23.01.25

Forestation and Green Green belt in the host localities of 1999 - 3 706 555 trees planted as
cover areas Khourigba, Youssoufia, Benguérir, ongoing of 2007
Jorf Lasfar and Safi
high potential
- - - -
Office National de l'Electricité - ONE Good Case Practice
The Plan VER (Valorization of Electricity) seeks to
Citizenship Overview facilitate the creation of rural local economies around
The Office National de l'Électricité electricity
(ONE) citizenship strategy revolves
around 3 axes: the adoption of
environmental technologies, the exploitation of renewable energy and energy efficiency.
ONE has been adversely affected with the ‘speedy’ removal of the regulation capping self-generated
electricity produced by companies and the emergence of NAREVA, a private operator in the
construction and operation of wind farms.
As recent solutions, ONE is developing a wind power capacity of 1 000 MW by 2012 and introduced a
new offering to transport on its transmission network, companies’ private electricity from production
to consumption sites and buy the electricity surplus (+ 20% of regular electricity price).
ONE is also undertaking numerous 'green' electricity production projects with the Tangier wind farm,
the hydroelectric complex Tanafnit - El Borj and previously used photovoltaic kits, micro hydropower
generators and other hybrid systems as part of the rural electrification program.
The citizenship impact of ONE in rural areas remains undeniable. The successful completion of PERG,
the national rural electrification program helped increase the rural electrification rate (TER) from
18% in 1996 to 93% at the end of 2007. ONE is now following up with the Plan VER (Valorization of
Electricity) which seeks to facilitate the creation of rural local economies around electricity.
Core Business Utilities – Electric

Citizenship Themes for Morocco Environment, Education
Management Structures for Safety and Environment Board Committee
Sustainability
related Programs
Main partners Fondation Mohammed VI pour la Protection de l’Environnement
Impact
Global Compact (Pacte Mondial) Morocco
Contacts 65, rue Othman Ben Affane 20000 Casablanca Maroc - 05 22 66
80 80 - 05 22 22 00 38

Plan d’Electrification Rurale national rural 1996- rural electrification rate
Globale (PERG) electrification program 2007 from 18% to 93%
Recent Programs with a Hipo Description Period Results
Plan VER (Valorization of facilitating the creation of - -
Electricity) rural local economies
around electricity
Energi Pro Transport of companies 2007 -
private electricity
Office National des Aéroports Good Case Practice
-
ONDA, the national office of Airports integrated a sustainable development axis into its strategic plan
2008-2012 with the environment as a centerpiece (key actions to address noise & air pollution, water
& energy efficiency, the use of renewable energy and to instill an environmental culture among
neighboring communities of the airports). Materializations are a work in progress and a recent
partnership with NAREVA plans the development and exploitation of a wind farm to cover the energy
needs of airports and their facilities.
ONDA also present a strong corporate governance framework with the adoption of an ethical
charter, a charter for sustainable development and the establishment of a board-level committee to
address sustainability issues.
Core Business Transportation

Citizenship Themes for Morocco Pronounced Responsible Governance, Environment
Management Structures for Sustainable Development Board Committee
Sustainability
related Programs
Main partners NAREVA
Impact
working groups
Contacts Directeur Général Abdelhanine BENALLOU,
a.benallou@onda.ma
Siège Social Nouaceur. Tél: 05 22 53 97 17 - Fax : 05 22 53 99 01

- - - -
high potential
- - - -
ONA Good Case Practice
NAREVA is a subsidiary of ONA and the first Moroccan
Citizenship Overview company to undertake the construction and
ONA is the 1st industrial and financials exploitation of private wind farms.
private group in Morocco with over 20
subsidiaries including Centrale Laitière,
Attijariwafa Bank and WANA.
ONA subsidiaries demonstrate various levels of consistency in citizenship; ONA as a holding
maintaining its own mark through the University ONA and the foundation ONA.
The University ONA is the learning platform for ONA employees and stakeholders when the
foundation ONA deploys its actions around 3 axes: cultural, medico-social and intelligence on socio-
economic issues. ONA cultural actions are notoriously known for the Villas of Arts in Rabat and
Casablanca.
Among the subsidiaries of ONA, we would note the newly-created company NAREVA which
constructs and exploits private wind farms (40 to 100 MW) and its clients such as Lafarge Ciments,
Samir, the Office National des Aéroports, the National Railways (ONCF).
Core Business Industrials – Diversified

Profitability
Citizenship Themes for Morocco Cultural Promotion, Think-thank Reflection, Solidarity
Sustainability
related Programs
Main partners Foundation Mohammed VI
Impact -
Awards/Recognition Social Responsibility Trophy - category community engagement,
les «Intégrales de l'Investissement» 2005
The Vice-Presidency of ICOM Morocco (International
Conference of the Museum) to ONA Foundation
Contacts M. Mouatassim Belghazi – Président du Groupe ONA et Pdt. par
intérim de la Fondation ONA, Villa des Arts – Rabat | Tel : 037
66 85 79 à 82 | contact@fondationona.com

Villa des Arts Exhibition venues for Arts & - 2 Villa des Arts : Rabat and
Culture Casablanca
high potential
- - - -
Procter & Gamble NorthWest Africa Good Case Practice
-
Procter & Gamble is the world's largest
producer of household and personal products with brands in Morocco such as Tide, Ariel and
Gillette.
Procter & Gamble NorthWestAfrica based in Morocco has partnered with the Ministry of National
Education on the "Always School Program", a national initiative educating young girls on puberty and
reproductive health topics and ongoing in its 11th edition. Procter & Gamble also runs an annual
bicycles donation drive to rural school children since 2007.

Citizenship Themes for Morocco Education, Sponsoring & Donations
Sustainability
related Programs
Main partners Ministry of National Education, Association L'Heure Joyeuse,
Comité National de Prévention des accidents de la circulation,
Association « Opération Smile », Association Goutte de Lait
Impact 1200 bicycles offered in 2009
2.5 million young girls aged 12 to 15 years and 200.000 mothers
in 900 schools (urban majority)
working groups
Awards/Recognition Amcham (American Chamber of Commerce) Corporate
Citizenship Award 2005
Contacts External Communications Department Tél : +(212) 0 22 47 04 47
- kaddouri.s@pg.ma

Always School educating young girls on 1998 - 2.5 million young girls aged 12 to
puberty and reproductive ongoing 15 years and 200.000 mothers in
health topics 900 schools (urban majority)
high potential
- - - -
SAP MAGHREB Good Case Practice
-
SAP is a German provider of enterprise
resource planning (ERP) solutions. SAP is a relatively new player in the citizenship & green IT space.
Present in North Africa and Morocco since 2002, SAP is expanding its presence in three countries:
Tunisia, Mauritania and Algeria and creating a hub in the latter country. SAP counts among its
offerings SAP solutions for sustainability (energy efficiency tracking software’s, systems optimization,
virtualization solutions); other than that its recent global citizenship history has not seen any
materialization yet in Morocco.

Citizenship Themes for Morocco -
Sustainability
related Programs
Main partners -
Impact
working groups
Contacts Twin Center - Tour A # 1705 Angle Boulevards Zerktouni & Al
Massira 20100 Casablanca - MAROC Tel : + 212 5 22 95 82 55

- - - -
high potential
- - - -
SNEP Good Case Practice
-
SNEP (Société Nationale d'Electrolyse
and Petrochemicals) is the main producer and supplier of chemicals in Morocco (PVC, Chlorine,
Caustic Soda and Bleach). SNEP articulates its sustainable development policy toward 3
considerations: Social & HR, Health & Safety and Environmental.
Environmental efforts have mainly concerned the elimination of mercury from its production cycle
and replaced with membrane electrolysis, a cleaner technology.
Core Business Chemicals

Citizenship Themes for Morocco Environment, Social Housing
Sustainability
related Programs
Main partners -
Impact
working groups
Awards/Recognition Environmental Award of Mohammedia 2004
Contacts Fatima-Zahra HACHIM - Responsable Communication
fz.hachim@ynna.ma
Tél : 023 32 43 28 - Fax : 023 32 43 44 - www.snep.ma

- - - -
high potential
- - - -
SONASID Good Case Practice
-
SONASID is the main player in the steel
industry in Morocco and the biggest energy consumer in the country.
Like its industrial peers, SONASID places the environment at the top of his citizenship action.
SONASID applies a Quality, Security and Environment policy at all levels of the organization; pursue
energy efficiency and signed for the development of a 50 MW wind farm with NAREVA.
SONASID offers little detail on his community initiatives.

Sustainability
related Programs
Main partners NAREVA, AFAK Education à la citoyenneté
Impact -
working groups
Contacts Responsable Cellule Communication Meryem Benzakour
m.benzakour@sonasid.ma - Tél : 022 95 41 00

- - - -
high potential
- - - -
SOTHEMA Good Case Practice
-
SOTHEMA is a Moroccan company
specialized in the manufacturing and marketing of medicines. SOTHEMA hosts a Health, Environment
& Security Department that claims to environmentally optimize the production cycle. There is no
citizenship strategy, nor do we note any prominent initiative to date.
Core Business Health Care

Citizenship Themes for Morocco Environment, Industrial Security
Management Structures for Health, Environment and Security Department
Sustainability
related Programs
Main partners -
Impact -
working groups
Contacts Alaoui HASSNA, Responsable du service Health environment &
Security; BP 20180 - Z.I. Bouskoura - MAROC - Tél :
+212.22.32.01.01 - sothema@sothema.com

- - - -
high potential
- - - -
TANGER FREE ZONE Good Case Practice
-
Tanger Free Zone (TFZ) is the only
existing Special Economic Zone in Morocco with 254 companies hosted on its premises as of 2006.
TFZ has obtained the CSR label of the General Confederation of Moroccan Enterprises (CGEM),
reason for its inclusion in the list.
However, there is no citizenship evidence and it is our belief, obtaining the CSR label was meant for a
public relations purpose and to attract foreign investment.
On a confirming note, we assessed the attribution rules of the CGEM CSR label where the core
requirements are for companies to adhere to the 10 ‘soft’ principles of the CGEM social responsibility
charter and conduct an external audit. Those are requirements that can be reasonably met by any
company.
Core Business Real Estate/Other

Citizenship Themes for Morocco Pronounced Responsible Governance
Sustainability
related Programs
Main partners -
Impact
working groups
Contacts M. Jamal MIKOU, Directeur Général
Tél : 05 39 39 34 05 -Fax: 05 39 39 34 10 -
j.mikou@tangerfreezone.com

- - - -
high potential
- - - -
TOTAL Good Case Practice
-
Total Morocco supported the
introduction of Gasoil 350 ppm, a less polluting gasoline in Morocco.
Total has collaborated with ONE, the national electricity operator on the installation and exploitation
of solar-powered rural sites and prepaid automatic standpipes functioning with photovoltaic panels.
Total Morocco is also a founding member of ‘SIDA Entreprises Maroc', a business coalition against
HIV/AIDS and support ongoing campaigns to sensitize hauliers and youth at risk. TOTAL community
initiatives range from road safety campaigns, funding prisoner rehabilitation programs to sponsoring
the all-female rally racing ‘Rallye Aïcha des Gazelles’.
Core Business Energy

Profitability
Citizenship Themes for Morocco Sustainable supply in Energy, Environment, Road safety, Child
care, HIV/AIDS, Sponsoring & Donations
Sustainability
related Programs
Main partners Office National de l'Électricité, Convention avec Zakoura Micro
crédit, Comité National de Prévention des Accidents de la
Circulation, ALCS, Haut Commissariat aux Eaux et Forêts,
Fondation Mohammed VI pour la réinsertion des détenus, SOS
Villages d'Enfants
Impact
Participation in sustainability SIDA Entreprises Maroc (HIV/AIDS)
working groups
Contacts 146, bld Mohamed Zerktouni CASABLANCA
Mlle Noujoud GUERMAT – Responsable Communication Externe
Tél. : 022 43 15 59 / @ : noujoud.guermat@total.co.ma

Contribution to the National installation and exploitation of solar- - -
Rural Electrification Program powered rural sites and prepaid
automatic standpipes functioning
with photovoltaic panels
potential
- - - -
UNILEVER MAGHREB S.A. Good Case Practice
-
Unilever is a manufacturer of leading
brands in foods, home care and personal care. Unilever offers marginal public details on its
citizenship activities in Morocco; stating they undertook the cleaning of gas emissions of their plant
in Ain Sbaâ.

Sustainability
related Programs
Main partners -
Impact -
working groups
Contacts Unilever Maghreb SA. Km 10 route côtière - Ain Sbaâ 20252
Casablanca
T: +212 22 34 50 29 - F: +212 22 34 38 79

- - - -
high potential
- - - -
VEOLIA ENVIRONNEMENT MAROC Good Case Practice
The Veolia Enterprise Foundation exclusively funds
Citizenship Overview employee- nominated projects (often in the
Veolia Environnement is present in communities they grew or to mission-supported
Morocco through its subsidiaries: Redal organizations). If the application is successful,
and Amendis (respectively 100% and employees display the title of patron; a huge factor of
51% subsidiary of Veolia Water AMI) motivation and retention.
which run water, sanitation and
electricity utilities for the towns of Rabat-Salé, Tanger, Tetouan and the neighboring municipalities.
Veolia Environnement own model of citizenship can be broken down into 2 main axis:
1. Its core business which includes environmental services, manifests through a constant willingness
to deepen its technical mastery of the water cycle, offer a wider access to potable water and the
adoption of environmental technologies such as the prepaid automatic standpipes functioning with
photovoltaic panels.
2. The Veolia Enterprise Foundation is an ‘internally run’ foundation with employees nominating
community projects that should relate to Solidarity, Professional Integration and Environment.
From to 2004 to 2008, over 20 projects in Morocco were funded and as diverse as schools creation,
public standpipes availability in rural areas to ICT centers (notable support to Ateliers Sans
Frontières).
Core Business Services – Environmental

Profitability
Citizenship Themes for Morocco Solidarity, Youth Employment, Environment
Sustainability
related Programs
Main partners Varies according to employee-funded projects
Impact -
working groups
Awards/Recognition "Trophy of cultural diversity in business" by the France-Maghreb
Convention awarded for the project << Alphabétisation du
Groupe >> (Employee Literacy)
Contacts -

Prepaid automatic standpipes Availability of prepaid - -
functioning with photovoltaic automatic standpipes
panels functioning with
photovoltaic panels in
rural areas
potential
- - - -
BEST PRACTICES
CISCO SYSTEMS Good Case Practice
In addition to networking skills, CISCO students
receive 'soft skills' training such as CV writing,
Cisco, a global provider of network
personal plan, English, leadership and more depending
solutions, exercise its social
on the program. By providing IT and non IT-skills,
responsibility in Morocco through 2
CISCO intention is to offer to those youth a better
prominent initiatives on education:
employment profile’.
One which focuses on women's access
to IT-enabled jobs (E-Parité since 2004) and the other facilitating the inclusion of youth in the
knowledge economy through the acquisition of IT and non-IT skills (Cisco Networking Academy since
2001 and MyTecC since 2008).
Core Business Computer Hardware

Citizenship Themes for Morocco ICT Education, Gender promotion, Pronounced employee well-
being, Solidarity, Support to MDG 2015
Sustainability
related Programs
Main partners UNDP/ICTDAR, Teachers Without Borders, UNIFEM, USAID,
Ministry of National Education
Impact See flagship program results
working groups
Contacts Twin Centre, Tour Quest 16è Etage - Angle Bds Zerktouni & Al
Massira Casablanca 21000 Morocco
Tel: 212 22 95 84 60, Fax: 212 22 95 80 23

E-Parité CISCO CCNA certification for 2004-2007 In 2008, 700+ women
women made easy students and graduates.
31% of students enrolled in
CISCO Networking Academies
in Morocco are female up to
2008
high potential
Mediterranean Youth Courses on IT skills, life and 2007- Approximately 320 students
Technology Club – MYTecC business skills for youth (ages 15 ongoing are attending courses in
to 18) in Mediterranean MENA Egypt, Israel, Morocco, the
Palestine territories, Portugal,
Turkey, and Yemen
ACHIEVING E-QUALITY IN THE SECTOR
I. Original Motives III. Value Model

• Respond to a growing need for networking skilled engineers. Students graduate with the Cisco certification CCNA 1 to 4 at the end of the
A skills gaps study in the Middle East, Pakistan and South Africa training. In addition to networking skills, it was recognized that students
conducted in 2006 by IDC on behalf of Cisco, predicted a need for an should receive 'soft skills' training which focused on CV writing, personal
additional 265,000 skilled engineers by 2009. planning, communication skills and preparation for a professional career.
• Bridge the 'digital gender gap' in the Middle East" One school, Mohammedia ENSET went an extra mile by offering specific
training on software.
II. Description
A Gender Initiative was kicked off in April 2000 by Cisco Systems and IV. Impact
the Cisco Learning Institute which sought to increase women's access to • 1962 persons including 702 women enrolled in the program in 2006
IT training and career opportunities, mainly through the Cisco In 2006, 238 Moroccans, including more than 44% of women completed
Networking Academy program. their CCNA Cisco training
Women in the Middle East were encouraged to acquire IT skills through 50% of the first class has found jobs, less than 6 months after the end of
the 'Achieving E-Quality in the ICT Sector' program rolled out in Jordan their training.
and Morocco and backed by UNIFEM. • In 2008, that number was more than 700 women students and graduates
The program aimed to strengthen the ICT skills of students, both men with an effective participation of 10 institutions.
and women by providing training on the installation and maintenance • Among all CISCO Networking Academies in Morocco, 31 percent of the
of networks; which is taken care of by local Cisco Networking enrolled students are female up to 2008.
Academies.
In Morocco, the project with an initial span of two years, began in 2004
V. Main Partners & Role
but was then extended until 2007. • Co-financing by the U.S. Agency for International Development (USAID-
650 students (including 40% women) had to benefit from this project Rabat) and Cisco
with the following objectives: • Choice of local academies by the Ministry of National Education (MEN)
- Enhance the ICT skills of Moroccan students from the 12 institutions
and the State Secretariat for Vocational Training (SEFP)
participating in the training curriculum CISCO Certified Network • Training content made available by Cisco
Associate (CCNA) with Internet access to their respective institutions; • ENSIAS Rabat Academy acts as the reference academy which oversees
- Increase opportunities for students to find employment in the ICT and supports the quality of training provided by all academies
sector with an analysis of the sector needs and by providing to
• Delivery of training by Local Academies
participants, training in career development and employment
preparation;
- Assist participants in this program in the job search and placement.
Any undergraduate scientist
(A-levels+2 and higher)
either student, unemployed
or employee applies and
UNIFEM sets a once selected pay the A class of ~15 people Organization of a
following costs: 4000 dh UNIFEM covers all or
reservation quota receives a 280-hour 'Forum de l'Emploi' to
(~500 USD) for students or part of the cost of the
allocated to women on-line and practical connect CCNA
people seeking employment, final CCNA
as participants in training and are graduates with
certification exam
each academy 5000 dh (~625 UZD) for taught soft skills employers
employees.
(subsidized sum as opposed
to 14,000 dh ~1750 USD in
general)
VI. Main Locations VIII. Budget

Morocco wide "2, 1 million $US
• 1 Reference Academy (RA): ENSIAS de Rabat Nature: cash donation
• 11 Local Academies (LAS): Split as follows:
4 Las from the MEN (Lycée Technique de Fès ; Lycée Technique de Salé ; Ecole • Year 1 & 2 (2004-2006): 1.902.137 $US (CISCO: 1.359.137 $US,
Normale Supérieure d’Enseignement Technique de Rabat ; Ecole Normale USAID: 543.000 $US)
Supérieure d’Enseignement Technique de Mohammedia) • Year 3 (2006-2007): 220 000 $US.
6 Las from SEFP (ISTA Sala ElJadida ; ISGI - Casablanca ; ISTA Mohammedia ;
ISTA Mohammed El Fassi Errachidia ; ISTA Khémisset ; ISTA Maâmora Kénitra)
X. Direct or Indirect Benefits for Cisco
• 1 Association: Foundation Orient-Occident
"Cisco counts in 2009 nearly a hundred networking academies in Morocco,
with more than 7,500 students enrolled.
VII. Communication Cisco benefits of the status of strategic technology advisor in the
A Cisco Academy conference was organized each year to showcase the educational area and recently signed in June 2009, an agreement with the
work accomplished as well as during other organized events. Ministry of Education for the establishment of a Cisco Regional Academy
hosted within the Ministry and the creation of 16 additional Cisco
Networking Academies in all the regional academies of education and
training (Aref).
"
ERICSSON TELEPHONE AB - SONY ERICSSON
Citizenship Overview Good Case Practices

Ericsson and Sony Ericsson are both  ''Lumière de Rhamna'' Program
represented by Ericsson Morocco S.A.R.L in  Solar-powered telecom infrastructure site
Morocco. Ericsson is a leading provider of
technology and services to telecom
operators. In 2000, Ericsson realized in
Morocco the 1st solar-powered telecom infrastructure site worldwide, on the request of Maroc
Telecom looking at that time at ways to expand its customer base in rural areas.
Ericsson is supporting ''Lumière de Rhamna'' (Light of Rhamna), a 2009 initiative that aims to offer e-
health and e-education services to the schools of the Rhamna area in the North of Marrakech.
Sony Ericsson is a mobile phone manufacturer owned equally between Sony Corporation and
Ericsson. Sony Ericsson designed the 1st mobile phone using the Amazigh alphabet and marketed in
2000 by Maroc Telecom.

Profitability
Citizenship Themes for Morocco Environment, Education, Healthcare, Employee Diversity
Sustainability
related Programs
Main partners Maroc Telecom, Ministry of National Education, Ministry of
Health, National Initiative for Human Development, Rhamna
Foundation for Sustainable Development (FRDD)
Impact
working groups
Contacts RABAT - HEAD OFFICE CENTRE D'AFFAIRES AILE SUD - LOT 1B/S3
HAY RIAD RABAT MOROCCO; Phone: +212 37 57 99 00
Fax: +212 37 56 31 15

Solar-powered telecom a network optimization program, 2000 -
infrastructure site including a complete turnkey GSM radio
network, RBS, passive antennas, MINI-
LINK™, solar panels, battery back-up
and anti-collision lights.
high potential
Lumière de Rhamna'' e-health and e-education services to 2009 -
schools
LUMIERE DE RHAMNA
I. Original Motives IV. Impact

Reduction of schools drop out rate in the region of Rhamna Ongoing, figures not available
II. Description
Ericsson Morocco partnered with the Ministry of National Education, the V. Main Partners & Role
Ministry of Health and the Foundation Rhamna for Sustainable • Ministry of Education: access to schools
Development (FRDD) to offer e-education and e-health services to the • Rhamna Foundation for Sustainable Development: implementation and
schools of the Rhamna area in the North of Marrakech; by providing 3G follow-up of the program
• Ministry of Health; undisclosed
network coverage for that purpose.
Since May 2009, students in this province benefit from distant learning • The National Initiative for Human Development; undisclosed
via interactive tools with options to connect to 3G mobile internet and
health services provided by a mobile unit offering tooth and eyes VI. Main Locations
checking services for pupils. Schools in the region of Rhamna
This allows young people to benefit from new technologies, fight against
school drop outs and establish means for the improvement and
modernization of teaching techniques. VII. Communication
The 3G network should also facilitate new activities in the region such as Not available
internet cafes.
III. Value Model VIII. Budget

Ericsson Business consulting played an active role in defining the scope Not available
of ‘’Lumière de Rhamna’’ project and calculated the business case
including investments needed and gains in terms of school drop-out
reduction and job creation in the region. IX. Direct or Indirect Benefits for Ericsson
A steering committee directed by the FRDD president will ensure the This is the first big-scale community program undertaken by Ericsson
follow-up of the agreement implementation for a period of 4 years." Morocco still in an early application phase; benefits remain to be seen
Ericsson
Business Deployment of
Students enjoy
consulting the 3G Follow-up by
e-education
business plan network and the steering
and e-health
for the 3G schools committee
services
network in equipment
Rhamna
IBM Corp. Good Case Practice
Citizenship Overview  Morocco Innovation Initiative

International Business Machines Corporation (IBM) is
present in the areas of hardware, software and
services.
IBM on a worldwide level is running a 'Global Citizen
Portfolio' which includes initiatives such as the Corporate Citizenship Peace Corps Community Grid and Eco-Patent
Commons. Nonetheless, there is no genuine citizenship commitment in Morocco.
IBM has contributed to the elaboration of the government plan on Innovation "Maroc Innovation» 2008-2009 and
through the Convention "Morocco Innovation Initiative", recently opened an IBM «Innovation Center» (43
worldwide) and a «Technical Exploration Center» (70); the first in Africa. This can be diversely appreciated as
business as usual or a gesture of faith & good citizenship to have such an existing platform in an emerging country
or both reasons.
Core Business Computer Hardware

Citizenship Themes for Morocco Support to Public Sector Initiatives
Sustainability
related Programs
Main partners Ministry of Industry, Trade and ICT
Impact
working groups
Awards/Recognition
Contacts Le Zénith I, Lotissement Attaoufik Route de Nouasseur -Sidi
Maârouf BP 13487 Casablanca, MAROC
Tél.: +212 2 297 2797, +212 2 297 2797, Fax : +212 2 297 2732

Morocco Innovation Convention with the Ministry 2008 IBM «Innovation Center»
Initiative of Industry, Trade and ICT and «Technical Exploration
Center» in Morocco
high potential
- - - -
MOROCCO INNOVATION INITIATIVE
I. Original Motives The joint committee for his part developed the ""Morocco Innovation
Support the ambitions of Morocco for Innovation Initiative"" 2009-2013 plan. The ""Morocco Innovation Initiative"" offers a
comprehensive strategy formulated with the end-goals being to produce
II. Description 1000 Moroccan patents per year from 2014, against ~200 now, and
The Moroccan government has spearheaded different initiatives in the past creating 100 innovative start-ups per year from the same date.
such as the E-Morocco strategy 2005-2010 converging all efforts to support This initiative includes the establishment of a public-private governance
the Information Society and Knowledge Economy reality in Morocco and body, the creation of the Moroccan Center of Innovation, the Moroccan
the ‘Contrat Progrès 2006-2012’; a strategic vision and an action plan for Club of Innovation, Clusters, the establishment of the ""Trophies of
the development of ICT sector and the off shoring industry. Innovation ""and an entire ecosystem for Innovation.
The program cost was estimated to stand at 125 millions US$ (1Billion Dhs.)
In 2007, the department of Industry and the department of Higher for 2009-2013 with 300 MDH at the expense of the State Budget and 150
Education & Scientific Research observing that Morocco only spends 0.8% MDH supported by the Hassan II Fund for Economic and Social
of its GDP on R&D; expressed a willingness to formulate a strategy for Development.
Innovation with the aim to position Morocco as a provider of technology
and allow the emergence of a high added value economy. III. Value Model
The 2 departments turned to IBM; considering the company background as The results of the joint expert committee were presented during the 1st
one that contribute a high number of patents worldwide and having Summit of Innovation ""Morocco National Innovation Summit"" in June
secured a specialization in coaching development strategies for Innovation 2009.
in previous countries (USA, India, Mexico and Vietnam) On the sidelines of the summit, nine cooperation agreements and
partnerships in the field of R&D were signed and IBM would collaborate
2 answers were provided by IBM: with the Moroccan Association for Innovation and Research (MASCIR) for
- The opening of an Innovation Center and a Technical Exploration Center setting up an international-level R& D infrastructure supportive of 4
in Morocco, the first in Africa technologies (nanomaterials, microelectronics, biotechnology and ICT)
- Setting up a joint committee composed of experts from public and private
sectors, universities and IBM to develop a National Strategy for Innovation
for the key economic sectors. IV. Impact
Ongoing
Opened in April 2008, the Innovation Center offers business partners, ISVs
and integrators an access without charge to IBM hardware and software
resources and other benefits.
The ""Technical Exploration Center is in turn a conference center where
IBM freely offers to its customers an access to high-tech competencies.
High level professionals share their experience through workshops.
Active listening to
Meetings in July
all components of
and October
Signature of the the ecosystem for
2008 revolved Final
Convention innovation Restricted task
around 3 Syndication phase presentation at
"Morocco (Administrations, force to write a
workshops led leading to the Innovation
Innovation Universities, preliminary
by experts from recommendations Summit in June
Initiative in April Research Centers, document
IBM (Infrastruct 2009
2008 Business, Civil
ure, Investment,
Society, Financial
Talent)
Sector)
V. Main Partners & Role VIII. Budget

• Originators of the Initiative: 0.625 US$ million
The Ministry of Industry, Trade and ICT (Disclosed costs including the IBM «Innovation Center», the «Technical
The Ministry of National Education, Higher Education, Professional Training Exploration Center» and IBM consulting services for the "Morocco
and Scientific Research Innovation Initiative")
• Partner during the plan elaboration: General Confederation of Moroccan
Enterprises (CGEM)
IX. The future of the program
Execution of the plan "Morocco Innovation Initiative" from 2009 till 2013
VI. Main Locations
Morocco wide
X. Direct or Indirect Benefits for IBM
IBM benefits from a clear & intimate picture of the innovation momentum
VII. Communication
in Morocco and has shown they can capitalize on this advantage with the
The Moroccan Government organized the first ever Morocco National
recent convention with MASCIR.
Summit for Innovation in June 2009; where the plan ""Morocco Innovation
IBM enjoys a strong advisory status among government officials and
Initiative" was officially presented
visibility among different society players.
INTEL Corp.
Good Case Practice
Citizenship Overview Intel Classmate PCs can perform a double duty: a
Intel, the microprocessor giant structures its student computer lab during the school day and a
shared access community center in the evenings as
citizenship considering 4
shown in the locality of Saad Ibn Abi Al Ouakass.
axes: Business/Workplace, Environment,
Community and Education.
Education is the prominent topic in Morocco and comprises the "Intel Teach", "Intel World Ahead" and "Multicore
University" programs.
"Intel Teach" learning curriculum serves to train teachers as part of the national program GENIE for ICT adoption in
the education sector.
"Multicore University" equipped INPT, a technical Institute in Morocco with a multi-core lab and a learning program
on multi-core systems.
"Intel World Ahead" deployed their ‘affordable’ classmate PCs and WIMAX connectivity to Saad Ibn Abi Al Ouakass
Elementary School as a proof-of-concept in Morocco. Intel then supported a 2nd government program Al Morchid
shared access, whose objectives are to provide an access point to information for social services, education, leisure
and government services. The Classmate PCs performed a double duty as the student computer lab during the
school day and a shared access community center in the evenings providing access to government services to
members of the community.
Core Business Electrical Components & Equipment

Citizenship Themes for Morocco Digital Inclusion, ICT Education
Management Structures for Intel Education Manager
Sustainability
related Programs
Main partners National Telecommunications Regulation Agency (ANRT),
Ministry of National Education, Ministry of Industry, Trade and
ICT, BMCE Bank MEDERSAT.COM rural college program
Impact -
working groups
Contacts Twin Centre, Angle Bds Zerktouni & Al Massira Casablanca
21000 Morocco Casablanca

Intel Teach IT skills for teachers 2006-2008 -
high potential
Intel World Ahead Donation of 1.000 classmate 2008 -
PCs to rural schools
INTEL TEACH PROGRAM MOROCCO

Assist the Government in integrating technology into the classroom in The more advanced curriculum on the ""Use of ICT in education"" hosted a
Morocco limited number of teachers.
The hourly volume of Intel Teach is 80 hours or 10 days. A 2- level training
II. Description method was adopted: the training of master trainers, master trainers train
Intel® Teach Program trains teachers to effectively integrate technology in turn pre-selected teachers from each of the 16 Regional Academies of
and project-based learning into their classrooms worldwide. Education and Training (AREF) of Morocco.
GENIE initiated since 2005 is a national program of the Moroccan IV. Impact
government, with the aim to mainstream ICT into the education system to Training of 120 master trainers and 4500 teachers up to 2007 (newspaper
benefit all the 8600 schools in Morocco. Le matin.ma nov.2007)
The program consists of 3 pillars:
• The "infrastructure" pillar for equipping schools with multimedia rooms
connected to the Internet;
• Intel sponsored qualified experts to train a core group of trainers, offered
• The "content development" pillar which focuses on the development of
an access to the Intel Teach curriculum in Arabic and sponsored various
digital educational content to support the curriculum;
• The "training" pillar which empowers teachers with the necessary skills events and competitions.
for the use of multimedia. • The Department of Education enforced copyright on Intel Teach
curriculum, guaranteed a dedicated number of training rooms (16) and
validated the Moroccan-adapted learning content
GENIE 3-year training plan looked at introducing computing to 230,000
• The equipped rooms within the Teachers Training Centers (CFI), Regional
persons (teachers, inspectors, technicians, heads of institutions ...) and
Educational Centers (CPR) and AREF Centers host the trainings
train 10,000 teachers to integrate ICT in the learning content around the
• The National Institute of Posts and Telecommunications assesses the
following courses: "Introduction to ICT", "Use of ICT in education",
impact of the training course (initially ANRT)
"equipment maintenance" (technicians).
A steering committee which brings together all parties meet at least every
6 months was responsible for the adoption of an action plan, monitoring
The Intel Teach curriculum served in the course ""Use of ICT in education""
Various agreements were signed with the Ministry of National Education and undertaking corrective actions.
(M.E.N) to train 6,000 teachers by 2006, extended to 12,000 in 2007 and
25,000 teachers by 2008. Qualified experts to train a core group of trainers
and the Intel Teach curriculum in Arabic (curriculum previously used in
Egypt; in paper and CD-ROM versions) were made available by Intel.
Adaptation of the
training content to
Signing of an
the Moroccan Foreign and
agreement with the Selection of pre-
context by the Moroccan experts Training of teachers
centers hosting the qualified teachers
working train master trainers
teachers’ trainings
Group: M.E.N-INTEL-
CNIPE

Morocco-wide through the 16 Regional Academies of Education and Not available. Yet, the Intel Teach curriculum was graciously made available
Training (AREF) to the Ministry of National Education.
VII. Communication IX. Direct or Indirect Benefits for Intel

Training materials contain the joint logos of the Ministry of Education and The project Nafid@ is the organic extension of GENIE with the aim to offer
Intel an e-learning platform to the whole profession, facilitate the acquisition of
laptops, Internet access to 100,000 members of the education family in
Morocco within the horizon 2008-2010. Nafid@ partnered with a range of
ICT players to offer substantial discounts on Internet subscriptions and
laptops; the latter one being pre-loaded with educational content. Intel PC
Basics and Microsoft ABC e-learning programs on ICT were made available.
Up to July 2009, over 40 000 laptops and 150,000 Internet subscriptions
were sold.
ITISSALAT AL MAGHRIB Good Case Practice
(MAROC TELECOM)
 The Association Maroc Telecom for Enterprise
Citizenship Overview Creation
Maroc Telecom is the historic operator and the
telecom leader in Morocco which stated a firm
willingness to play a leading role in developing the
information society in Morocco. Its sustainable development policy is materialized through several programs
related to education, jobs creation, promotion of local content with the use of information technology. Offering the
best examples in Morocco of integrated citizenship profitability; its initiatives range from discounted internet & 3G
mobile telephony offers to teachers, discounted ADSL access to schools, deploying solar powered sites for rural
customers, mobile phones using the Tamazight local language commercialized to the berbère population to phone
shops (teleboutiques) with upfront costs donated to entrepreneurs ( the latter one part of the activities of the
Association Maroc Telecom pour la Création d’Entreprises).
Maroc Telecom also introduced a recycling program of its 400 million prepaid cards and anticipates the migration
of 40 to 50% of the cards through the electronic mode by 2011.
Core Business Telecommunication Services

Profitability
Citizenship Themes for Morocco Digital Inclusion, ICT Entrepreneurship, Environment,
Healthcare, Anti-Tobacco, Sponsoring & Donations
Sustainability
related Programs
Main partners Ministry of National Education, Sony Ericsson Maroc, Institut
Royal de la culture Amazighe, Foundation Mohammed VI for the
Protection of the Environment
Impact -
working groups
Contacts Janie Letrot, Directrice générale de la Réglementation, de la
Communication et du Développement à l’international;
Téléphone : +212 537 71 90 00 - Télécopie : +212 537 71 48 60

Association Maroc Telecom Support in opening phone 2005- -
pour la Création shops, entrepreneurship 2010
d’Entreprises fund, scholarships
high potential
- - - -
ASSOCIATION MAROC TELECOM FOR ENTERPRISE CREATION

Contribution to the promotion of employment under the National Initiative The association considers any project from any sector of activity.
for Human Development (INDH) The maximum loan amount is capped at 12.500 US$ (100 000 Dhs.) for a
requested investment not to exceed 37.500 US$ (300 000 Dhs.)
This is an interest free loan bounded with a minimal personal contribution
II. Description equal to 15% of investment and a bank credit can be extended as
Through a convention signed with the Moroccan government over five appropriate.
years (2005-2010), Maroc Telecom had commit to hire young graduates The loan repayment is 2 to 5 years with a deferred option of 6 to 9 months.
and enable unemployed youth to develop a professional activity through its
distribution network of product and services. The Enterprise creation process uses the classical selection- coaching and
post-creation monitoring approach.
A 5-year program was launched in 2005 to support the creation of

enterprises by young graduates. IV. Impact
Vivendi Universal (a shareholder of Maroc Telecom) and Maroc Telecom 61 funded projects for a total disbursement of 380 000 US $ (3 026 400 Dhs)
itself equally contributed 1 million Euros each to establish an and the creation of 171 new direct jobs.
entrepreneurship fund and led the creation of the Association Maroc 246 excellence awards, 123 scholarships in Morocco and 3 foreign
Telecom for Enterprise Creation (AMTCEPE) to oversee the fund. scholarships offered as of March 2009.
In addition to funding youth entrepreneurial projects, the association "
provides an average of 40 scholarships to deserving students from
disadvantaged backgrounds and encourages academic excellence by V. Main Partners & Role
rewarding each year baccalaureate majors. This is made possible as • Morocco Telecom and Vivendi Universal as initial contributors to the
members of the Supervisory Board of Maroc Telecom waived their entrepreneurship fund
attendance fees to Board meetings which are transferred to the program. • Office of Vocational Training and Work Promotion (OFPPT): transmission
to AMTCEPE of eligible projects identified through Moukawalati points
(another entrepreneurship fund) and joint support.
Signature of the Creation of the
Contribution of 2 Youth projects funding,
convention 2005-2010 Association Maroc
million Euros to the advisory and
with the Moroccan Telecom for Enterprise
entrepreneurship fund monitoring
government Creation

Morocco wide 2 million Euros to the entrepreneurship fund
Attendance fees to Board meetings
VII. Communication IX. Direct or Indirect Benefits for Maroc Telecom

Web presence Trust relationship with government officials through the convention
Promotional material to universities & educational institutes execution
IAM enjoys a strong visibility among youth and the entrepreneurial
community in Morocco
MEDITELECOM Good Case Practices
 Liajlicom
 Giving access to its distribution channel to
Meditelecom is a prominent citizenship player in
Morocco and one of the few companies to have a raise social funds
dedicated Corporate Social Responsibility
Department. Telefonica is a Spanish
telecommunications company that holds a majority stake in Meditelecom. Telefonica Morocco Foundation, a
nonprofit organization was formed by a consortium of companies including Meditelecom, CDG, BMCE, Akwa and
Afriquia (the latter 4 being minority shareholders of Meditelecom). Both the CSR department and Telefonica
Morocco Foundation run Meditelecom citizenship activities that converged into three major areas: Education,
Culture and Solidarity among which we note the outstanding example of Liajlicom, a community phone shops
initiative. Meditelecom is good at creating synergies with other companies as evidenced in the collaboration cases
with BMCE Bank for the creation of rural colleges or Intel for the pilot projects of the label Al Morchid.
Meditelecom regularly opens up its distribution channel to raise funds for the Foundation Mohammed V, SOS
Villages and offer to its customers; informed promotional offers or overtaxed SMS with the revenue generated
being distributed among different partner associations.
Core Business Telecommunication Services

Citizenship Themes for Morocco Education, Cultural Promotion, ICT Entrepreneurship
Management Structures for Corporate Communications and Corporate Social Responsibility
Sustainability Department
related Programs
Main partners Ministry of Social Development, Family and Solidarity, BMCE
Bank, DEPPTI, Ilaicom, Collectique pour l'Environnement
working groups
Contacts Département de la Communication institutionnelle et de la
Responsabilité Sociale - Tel: 065 55 11 71 Fax: 065 55 12 12 -
rse@meditel.ma

Liajlicom Support in opening 5.000 community 2006- 5.000 community phone
phone shops as rural micro ongoing shops in 2008
enterprises
high potential
- - - -
LIAJILCOM

• Contribute to the opening up of disadvantaged areas The goal of 5.000 community phone shops was met in 2008.
• Encourage the development of local entrepreneurship
• Contribute to the Moroccan government Employment Initiative
II.
" Description • Design and marketing of community phone shops by the company
In July 2006, the Ministry of Social Development, Solidarity and the Family; Ilaicom
Telefonica Foundation and the company Ilaicom launched the project • Grant to purchase payphones and reduction on the cost per call by the
Liajlicom which literally means ‘For You’ (Pour Vous). Telefonica Foundation and Morocco Meditelecom
667 rural and urban localities identified as the most precarious localities in • Grant to purchase payphones by the Ministry of Social Development,
Morocco; lacked access to telecommunications services and faced high Family and Solidarity
unemployment. • Complementary loans to local entrepreneurs by micro credit associations
As a response, LiajliCom aim was to provide a stable source of income to
micro entrepreneurs; through the run of 5.000 payphones or community "
VI. Main Locations
phone shops to be installed in those localities.
The poorest 403 rural communities and 264 urban districts as mapped by
Telefonica Foundation was Meditelecom citizenship arm for LiajliCom.
the National Initiative for Human Development (INDH)
The company Ilaïkom pioneered the community phone shop model.
Souss Massa Draâ, Marrakech Tensift El Haouz, Gharb Chrada Beni Hssen
and Doukkala Abda were the main regions to benefit from LiajliCom.
III. Value Model
Community phone shops present a truly innovative case that is a phone shop VII. Communication
designed to suit areas deprived of classical telecom services, meet customers Organization of testimony rallies
affordability and adapt to private owners realities. A virtuous cycle approach was Informational video on Liajlicom
considered: Community Phone shops branded"
Each phone unit is connected to the phone network though mobile technology
which allows them to be active even in remote rural areas VIII. Budget
Each phone unit is subsidized, the real set up cost being 9.990 DH TTC offered at ~4.4 million US$ (35 millions de DH) split as follows:
3.990 DH TTC to micro entrepreneurs, including 2.000 DH TTC of phone credit 0.625 million US$ (5 millions de DH) - subsidy of the Ministry of Social
Every small entrepreneur receives a microcredit to cover the remaining 3.990 Development
DH TTC and can start making money from day one 3.775 million US$ - other supporters
Phone calls are offered at a low price, the call per minute is 1 DH TTC as opposed Community Phone shops branded
to a start of 2 DH TTC and higher in cities and urban areas
Phone credit is prepaid and automatically managed by Ilaïkom through a call
center so entrepreneurs do not fall out of credit and business keeps running
Mobile community shops for micro entrepreneurs without a space have been
designed (walking units, bicycle, motorcycle, motorized wheelchairs with a unit
attached for handicapped people!).
Micro credit
organizations
Ilaïkom-
Design of the Communication communicate to Ownership of the
Telefonica-The
community campaign aimed their phone unit by the
Ministry agree on
phone model by at small adherents/enroll micro
the social-
Ilaïkom entrepreneurs new adherents entrepreneur
business model
and disburse
loans
IX. The future of the program X. Direct or Indirect Benefits for Meditelecom
Community phone shops are still offered by the company Ilaïkom Méditel counts more than 9,000 outlets and 16,000 credit recharging
without the subsidized rate. points; the majority being micro-enterprises (Liajlicom, mediteleboutiques)
The CEO of Ilaïkom, Sijelmass Abdesslam estimates there is potential for
at least 100 000 units. Méditel and the National Agency for Regulation of Telecommunications
There have been attempts to seek synergies with other sectors such as signed an agreement under the program ""PACTE"", which aims for the
fast moving consumer goods. widespread access to telecommunications services in Morocco (more than
A phone unit was built that is Coke-branded (looks like a can of Coke). 9200 localities are concerned). Méditel will offer mobile and Internet
Coke may appear to sponsor units, and add a small fridge to the concept services via 2G and 3G networks to 1316 unreached rural communities by
with a starter-kit of drinks but there is little clarity offered. 2011 with a budget of (~31.25 million US ( 250 million Dhs.)
Ilaïkom is also looking for ways to convince Moroccan residents abroad 434 rural communities were covered in 2008.
to invest in a phone unit for their families in Morocco,
and add phone credit on a monthly basis through an internet-based
solution.
"
ATTIJARIWAFA BANK Good Case Practices
 Jamiati
 Attijariwafa Bank launched the first two
Attijariwafa Foundation citizenship actions focus on 2
community funds in Morocco: "Cap
axis:
Générosité" and "Cap Solidarité". Investors in
An education axis with the continuing support to Al
these funds allow the returns generated to be
Jisr Association; facilitating Moroccan students
devoted to four issues considered the most
admission to international & national engineering
critical in Morocco today: social development,
schools and ‘Attijariwafa Universités’ an umbrella
program for Universities (encompassing the Jamiati environment, culture and health.
student smart card, the Jamiati web portal to access
information on Moroccan universities and the introduction of a Master in banking & finance).
There is a special emphasis on positioning Attijariwafa bank among students, managers of tomorrow; then a long-
term profitability factor.
A cultural axis valorizes the pictorial heritage of the bank, promote art projects and support young talents in arts.
Attijariwafa support to Arts secures premier attendance, premium advantages to a select clientele and enhances
customer loyalty.

Citizenship Themes for Morocco Education, Cultural Promotion
Sustainability
related Programs
Main partners Al Jisr, Université Hassan II de Casablanca, Université Al
Akhawayne, Royal Air Maroc
Impact Al Jisr: 170 schools under patronage and 1000 computers donated
(till 2007)
working groups
Contacts Chadia Bennani, Fondation Attiajriwafa bank,
C.Bennani@attijariwafa.com, Tél : 00 212 29 88 88
Imane Senahji, Attijariwafa bank, I.Senhaji@attijariwafa.com

Jamiati Student smart card, a web portal to 2006 - -
access information on Moroccan ongoing
universities
high potential
- - - -
JAMIATI

• Contribute to the development and modernization of the educational "27 770 students, the faculty and the administrative personnel at Hassan II
system of Morocco. Aïn Choch University have been issued smart cards
• Foster the school-business relationship culture and encourage excellence. In the near term, concerns all the 15 Universities in Morocco: 10.640
• Help restore the confidence of the Moroccan society in its school. faculty and 289.900 students should benefit from Jamiati. The student
population is estimated to jump at 400.000 students by 2011.
II. Description
"Attijariwafa Universités’ (Universities) is an umbrella program aimed at V. Main Partners & Role
supporting the University community in Morocco in its development • Banco Santander’s Santander Universities Global Division as technical
projects. Part of the program, the offering of the Jamiati university ID card advisor
is an answer to enable a broader access to information. • Wincor as the provider of information points for end-users
The Jamiati smartcard which draws its inspiration from the University • Production of personalized ID cards by an external provider
smartcard developed by Banco Santander in Spain serves as personal VI. Main Locations
identification and offers services such as consulting academic records at "All the 15 Universities in Morocco
ATMs and information points installed on campus, managing library loans,
regulating access to restricted buildings and IT resources. The card also
serves as an electronic purse or debit card, its holders enjoying discounts in VII. Communication
a long list of shops (Attijariwafa has secured substantial discounts from -3% Kick-off conference with the attendance of the faculty of Moroccan
to -50% on youth happening places such as the Library Livre Service, Mega Universities
Mall and 13 other house names) End of the pilot phase: no public campaign rolled out at the moment
A pilot program was conducted from 2006-2008 with the community of
Hassan II Aïn Choch University, which is the first university in Morocco to
benefit from Jamiati ID card. VIII. Budget
Not available
III. Value Model
"Jamiati ID card offers multiples services to the University community. We
present the action steps of the collaboration undertaken with Hassan II Aïn
Choch University (UH2C)
Launching the call Collection of
for tenders for the Technical and
Visit of a Preparation general
purchase of validation Installing the
delegation of of the information Production
information points stage application of
UH2C to the specifications about the and
by UH2C Meetings e.g. computer
Group Package of university distribution
for the terminals sent
Santander in the smart (12 terminals were and students' of ID cards
design of the by Santander
Spain card acquired and 9 personal
card
installed) information
IX. The future of the program X. Direct or Indirect Benefits for Attijariwafa Bank
The Jamiati card should be made available among all Moroccan universities Attijariwafa Bank enjoys a strong visibility among students in Morocco.
within an unspecified timeline. The Jamiati ID card offering includes some optional banking services.
A planned second phase of 'Attijariwafa Universités' should encourage
Universities’ research initiatives.
BMCE BANK Good Case Practices
 MEDERSAT.COM
Citizenship Overview  FCP MEDERSAT.COM
BMCE Bank Foundation delivers on BMCE Bank 2
traditional citizenship axis: the education and the
environment. BMCE Bank is pursuing one of the most ambitious educational programs in Morocco which is
MEDERSAT.COM; the intention is to build a network of rural schools, a model of integrated and innovative schools.
Each school MEDERSAT.COM is believed to provide quality education, sports and recreation facilities as well as
cares for the community with an adult literacy program provided and water & electricity access ( for prior localities
deprived of access). A recent interest in microcredit resulted in April 2009 into a partnership with Caja Ahorros Del
Mediterraneo (Spanish financer) that would support the newly-founded micro credit lender Association Tawada to
disburse micro credits loans in the villages where MEDERSAT exists.
Since 2007, MEDERSAT schools are being ‘upgraded’ to introduce the teaching of Amazigh, a local dialect and IT
(collaboration between by BMCE Bank, MEDITELECOM, Wincor Nixdorf, CBI and Munisys). MEDERSAT has recently
expanded to 6 African countries (BMCE Bank new markets).
The financing of the foundation presents a remarkable case study. Not only does the Bank contributes 4% of its
gross profit to the budget of the Foundation (in excess of 10 US$ M in 2007) but created an investment fund <<FCP
MEDERSAT.COM>> with near the total revenue reversed to MEDERSAT. BMCE Bank is also leading ongoing efforts
to create an environmental fund and a Moroccan private carbon fund.

Citizenship Themes for Morocco Education, Cultural Promotion, Entrepreneurship, Micro finance,
Pronounced employee well-being, Sponsoring & Donations
Mgt. Structures for Sustainability -
related Programs
Main partners Ministry of National Education, Foundation Mohammed VI, INDH,
Telefonica Foundation, Association Tawada for micro credit, Caja
Ahorros del Mediterraneo, PlaNet Finance, Université Hassan II
Citizenship Budget 12.5 US$ M in 2007 (own calculations)
Participation in sustainability Planet Finance Morocco, Founding Member of the Foundation
working groups Mohammed VI for the Protection of the Environment
Awards/Recognition International Award For Excellence In Sustainable Development by
the Foundation Marocosuisse for MEDERSAT.COM, Social
Corporate Responsibility Trophy AMCHAM and CGEM
Contacts BMCE BANK BP 13425 Casa Principale; Secrétariat Général Groupe
Tél : 022 49 80 11 / 022 49 80 12 - kmzabi@bmcebank.co.ma

MEDERSAT.COM Network of rural schools 2000 - ongoing 136 schools in early 2009
high potential
Micro credits in MEDERSAT Micro credit loans 2009-ongoing -
communities
MEDERSAT.COM

Medersat.com was established to give all children and adults in these areas Up to 2009, 136 preschool and school complexes constructed, 12,000
a real chance to reach a level of education that will enable them to become students enrolled, 360 teachers recruited (a ratio of one teacher per 24
positive forces for development and to be able to contribute to an students),
environment of openness and tolerance in their own communities. 55 multimedia rooms built and equipped, 3 training packages designed and
published in Amazigh, 60 development projects implemented and around
II. Description 6,000 adults now literate, of whom 80% are women and girls.
"Medersat.com intends to build a network of rural schools, a model to
integrate education into sustainable, humane rural development. V. Main Partners & Role
The name Medersat.com chosen by BMCE Bank Foundation is rich in Expertise in matters of pedagogy, adult literacy and teacher training:
associations. The term medersatkoum means "your school"" in Arabic. Morocco's National Education Ministry and the Rene Descartes Paris V
Medersat.com also evokes the medersa, the place of learning in traditional University
Arab society; the Mediterranean locale; connection to satellites and new Funding for construction of a number of schools: Principality of Monaco,
communications technologies, hence the dot.com; and the assets shared Telefonica Foundation, foreign embassies
by the village community. Integrate physical education and sport in the curricula: Laureus Sport for
Medersat.com approach is to establish schools as a hub for wider Good Foundation
community development, while respecting local cultural heritage and IT enabled schools: Meditelecom Telefonica Foundation, computer
language, addressing endemic isolation, poverty and illiteracy. donations by Wincor Nixdorf, CBI, Munisys and BMCE Bank
Donating services to connect rural communities with safe drinking water

III. Value Model
and reliable sources of electricity: the Drinking Water Utility (ONEP) and
With every school opening, a 'community care ecosystem' is created within
the Electricity Utility (ONE)
the village:
Model programs and for technical and financial support for sustainable
Connecting residents to power (solar, photovoltaic system, national gird),
environmental management and income generating activities: United
reliable water supply for prior localities deprived of access
Nations Development Program
Professionally trained teachers drawn from the surrounding region instruct
Micro credits: Association Tawada for micro credit"
students in their mother tongue, whether it is Arabic or Amazigh, as well as
French
After hours, the schools become centers for adult education and training,
village meetings and local enterprise VI. Main Locations
Micro credits and support for income generated activities Morocco wide
A local management committee composed of village residents is given a Special attention to Amazigh-populated Rif, middle atlas and southern
central role in the planning, implementation and assessment of regions
development activities.
Every MEDERSAT.COM
School creation and Opening hours:
Local management school networks with
deployment of the childrens' classes / After
committee composed of proximity public schools
community care hours: community
village residents which benefit from
ecosystem gatherings
advantages
VII. Communication The "Rural digital school" program is a 2009-2012 pilot program to
Informational videos on Medersat.com integrate new technologies in curricula involving 60 schools. It covers the
Organization of regional and international conferences construction of multimedia rooms, IT equipment, interactive and distance
Participation in global philanthropy networks such as the Global training option for teachers and the development of digital learning
Philanthropists Circle content.
The 1st phase of the program covering 20 schools is underway with a
VIII. Budget 250.000 US$ co-financing secured from Telefonica Foundation Morocco.
The average annual expenditure of the foundation between 2000 and 2005
was 5.5 million US$ (44 million Dhs.) Medersat.com expansion to other African countries Senegal, Mali, Congo,
The Moroccan banking sector has experienced strong double digit growth Kenya, Mali, Benin and Niger"
in recent years and our own calculations assume the foundation budget
has since crossed 10 million US$ annually. X. Direct or Indirect Benefits for BMCE
"BMCE Bank enjoys a strong visibility among Government officials, the
business and the NGO sector in Morocco.
IX. The future of the program
Initiated since 2008, a program to integrate preschool education should
Othman Benjelloun, Chairman and CEO of BMCE Bank deem Medersat.com
give room to specialized classes among the 40 new schools projected to be
his proudest accomplishment.
built over the next two years and the creation of two training centers for
"I have done industry, banking, insurance and telecommunications, and
preschool teachers.
this is the project of my life" he says. *(Global Giving Matters article, March
2004)
Citizenship that Matters
EVERYDAY

Citizenship That Matters in Morocco

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Citizenship That Matters in Morocco

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Citizenship that

I. Citizenship Overview in Morocco

II. Key Findings

III. Company Profiles

IV. Best Practices

A company is a corporate citizen when it considers the triple

Richard Seshie Ahedor

We could clearly identify 4 organizational profiles of citizen companies in Morocco:

2002 - 2004 – Vigeo, 2006 – CGEM; 2008 – 2009 – 1st

The 45 companies benchmarked originate from 17 sectors which represents a

In-house, a majority of companies have opted for the term ‘Sustainable

citizenship programs. 13%

Signature French English

FACT BOX 5 Pillar(s) of Sustainability evidenced in Citizenship

The profitability spectrum in Morocco is diverse and includes activities such as

The average number 3

22 of those programs reach an external audience. Just one program is internal;

Education Digital Total

The University Hassan II 3 3 3

With 11 foundations in existence,

We voluntarily excluded foreign-

3 out of 16 Moroccan companies

FACT BOX 18 Management Structures for Sustainability

If this is not the case,

The only case is BMCE Bank,

Our own calculation points undisclosed; 44

The cement industry is the Fondation Academia 2

Core Business Utilities – Diversified

Flagship Program Description Period Results

Core Business Consumer Discretionary

Flagship Program Description Period Results

Core Business Energy

Flagship Program Description Period Results

Core Business Financials

Flagship Program Description Period Results

Core Business Financials

Flagship Program Description Period Results

Citizenship Overview  Nutrition Education Days «Sihhaty fi

Core Business Consumer Staples

Flagship Program Description Period Results

Core Business Materials

Flagship Program Description Period Results

Core Business Consumer Staples

Flagship Program Description Period Results

Core Business Information Technology

Flagship Program Description Period Results

Core Business Financials

Flagship Program Description Period Results

Core Business Health Care

Flagship Program Description Period Results

Recent Program with a high Description Period Results

Core Business Information Technology

Flagship Program Description Period Results

Core Business Industrials

Flagship Program Description Period Results

Core Business Information Technology

Flagship Program Description Period Results

Core Business Materials

Flagship Program Description Period Results

Core Business Consumer Discretionary

Flagship Program Description Period Results

Core Business Materials

Flagship Program Description Period Results