Delivering community impact for 25 years

Across the Swire Group, volunteering in support of communities is a long-held practice, ensuring that the various businesses give back to the places that support their growth. In this edition of  Swire News, we explore how Swire Properties' Community Ambassador Programme has gone from strength to strength, and find out what drives its people, community partners and others to make a difference.

Bobo Leung, Head of Community Relations and Engagement at Swire Properties, has worked on the programme since its inception. She says the philosophy behind it ties in with the Swire Group's approach to doing business: "Like all Swire companies, Swire Properties is wholeheartedly committed to making a positive difference in the communities where we operate, and that links with Swire’s culture of taking the long-term view. In doing so we are able to leverage the power of our people. Their enthusiasm and passion have shaped this programme and touched countless lives."

Over the years, this desire to volunteer for the greater good of the community has garnered recognition. Recently, the programme received "Gold" in the "Excellence in Construction Industry Volunteering Project" category by the Construction Industry Council in Hong Kong.

Doing it for love

The Community Ambassador Programme is involved in a whole raft of charitable initiatives, but perhaps the most well-known is BOOKS FOR LOVE @ $10. Since it was launched in 2009, the initiative has grown into a city-wide movement which promotes a love of reading by selling pre-loved books – especially those for children. Over the years, BOOKS FOR LOVE @ $10 has raised nearly HK$11 million. The scale of the initiative is equally impressive: nearly two million books have been collected. Almost 430,000 book lovers have benefitted from those collections.

Books are gathered at over 40 strategically located collection points then sorted at office space made available by Swire Properties at Taikoo Place, before the flagship eight-day charity sale gets underway. The key to its success is being able to leverage Swire Properties' placemaking expertise to provide the necessary space and draw volunteers and attendees to Taikoo Place. It proved so successful that another, similar initiative was launched in 2023: LITTLE FASHION FOR LOVE. Following the same premise as the book-based edition, the new initiative champions sustainable fashion for children by calling for donations of pre-loved kidswear, even encouraging the children themselves to volunteer by taking on the role of "little shopkeepers".

Both initiatives rely on support from trusted NGO partners for their ongoing success. In the case of BOOKS FOR LOVE @ $10, these are the Agency for Volunteer Service and The Boys' and Girls' Club Association of Hong Kong. LITTLE FASHION FOR LOVE raises funds for St. James' Settlement, which is a charitable organisation in the city. By bringing together motivated people, getting access to the right spaces and partnering with the right organisations, these initiatives can extend their social impact and continue benefitting those in need.     

Josephine Lee, the Chief Executive Officer of St. James' Settlement, says, "Over the past 25 years, our partnership with Swire Properties’ Community Ambassador Programme has been built on shared values, a deep commitment to people and a common passion for serving the community. We have grown together by building on each other's strengths and creating meaningful impact. We truly love what we do and do what we love. We look forward to continuing this partnership for many more years to come."

Volunteering and family traditions

The lifeblood of the Community Ambassador Programme is its volunteers. Many are staff, while others are Swire Properties' tenants. "I think people enjoy volunteering," says Bobo, "because it gives them the opportunity to learn new skills. They also get to meet people from different backgrounds who all share the same goal of making a positive change. And crucially, volunteers can bring their families."

Creating collective social impact

One of the key challenges the programme faces is adapting to community needs, which can evolve on an almost daily basis. For Bobo, this means her team must stay agile and be innovative. "We have to keep very close relationships with our NGO partners so we can anticipate specific community needs. By listening to the community, we can combine our skills and pool our resources to cope with that change and serve them the best we can."

So what is the magic formula that makes the Community Ambassador Programme so effective? Perhaps it is the fact that Swire Properties seems to be very good at encouraging its people and tenants to become committed volunteers. The programme is also backed by the commitment of the company and supported by senior management. And crucially, Swire Properties already has the venues to host the various initiatives. Put all those elements together and you have a unique recipe for success that aligns with Swire Properties' core values of quality, integrity, originality and long-term focus.

A final word from Tim: "The impact of our ambassadors cannot be measured simply by the activities they have organised or the hours they have given as volunteers. It is found in the lives they have touched, the confidence they have helped build, and the opportunities they have created for people and communities to thrive."

"What makes this programme especially meaningful is that it is not only about providing support; it's also about empowerment. Through mentorship, skills-building and shared experiences, our ambassadors have helped people discover new strengths, build confidence and realise their full potential. As we celebrate 25 years of community service, I am inspired by what has been achieved so far and excited by what we can accomplish together in the years ahead."