From boardrooms to the communities

“We wanted something meaningful that could connect employees on a deeper level while creating a tangible impact on society,” said Julie Chow, FWD’s group chief human resources officer. 

It was this vision that led FWD to HandsOn Hong Kong, with one of the recent collaborations being a volunteering programme that united nearly 200 FWD employees.

One team got busy with drills and screws to construct multi-functional furniture from salvaged wood, which were later distributed to families in cramped living conditions. 

Another group travelled to Yuen Long to paint vibrant murals at the Hong Chi Association’s Morningjoy School, creating a more inspiring environment for students with disabilities. 

According to Chow, the experiences fostered unexpected connections.

“Employees who had never conversed before found themselves collaborating, passing each other tools, and building something meaningful together,” she recalled. 

Promoting a sense of shared mission amongst its employees is crucial for FWD, as the company was founded with the vision of changing the way people feel about insurance.

Purpose beyond work

For FWD, community engagement is not an afterthought but a cornerstone of its corporate philosophy, with caring being one of its core corporate values.

“As an insurer, our purpose is intrinsically linked to societal value. We don’t see this as balancing work and volunteering – it’s integral to who we are,” said Cathy Knezevic, FWD’s group chief corporate affairs officer.

“When leaders roll up their sleeves and join in, it sets the tone for the rest of the organisation,” she said, adding that scheduling volunteering during work hours reflects FWD’s commitment to integrating Community Care into its culture.

Encouraging employees to take time out of their busy schedules to participate in volunteer work came with its challenges.

“Hongkongers often feel they don’t have enough time,” said Catherine Tong Dannaoui, executive director of HandsOn Hong Kong. 

“We conducted a study and found three main barriers: people feel they don’t have enough time, don’t know where to start, and don’t believe they will make an impact. Addressing these barriers is key to getting people engaged.”

“But through corporate partnerships like this, we’re able to create opportunities that fit into people’s lives, showing them how they can make a difference.” 

For instance, its initiatives often provide immediate, visible impact – whether it’s a completed piece of furniture or a freshly painted classroom – helping participants see the tangible results of their efforts.
 
“This human touch is irreplaceable,” said Tong Dannaoui. “It’s about making time for others and rediscovering the power of connection in an increasingly automated world.”

The ripple effect of giving back

The benefits of FWD's community engagement extend beyond the impact on beneficiaries. Employees feel a deeper connection with their colleagues and a stronger alignment with the company's values.

A post-event survey revealed that over 80 per cent of participants wanted similar initiatives to continue, with many citing a renewed sense of purpose and belonging.

For Chow, these outcomes are deeply rewarding. “HR isn’t just about policies and payroll. It’s also about helping people achieve something meaningful,” she said, reaffirming her belief that people are the organisation’s greatest asset.

The programme has fostered a profound sense of collective pride. "FWD is a nurturing ground where employees can flourish both personally and professionally, all while making a genuine impact," said Chow. 

Bridging the gap

The FWD-HandsOn partnership serves as a model for others, showing how pooling resources and expertise can tackle social challenges while enriching corporate culture, said Chow.

“Shared values and mutual respect are key. When both sides are equally invested, the outcomes are truly impactful,” Knezevic added. 

Looking ahead, opportunities for more collaborations remain.

In terms of ideas for future initiatives and partnerships, Tong Dannaoui hints at providing skills-based support to other small charities.

“We’re always exploring new ways to create lasting change,” she said.

Empowering the next generation through financial literacy 

Alongside community initiatives that support different underprivileged social groups, FWD is also advancing financial literacy education, an integral part of its broader Community Care programme.

FWD’s signature financial literacy programme, JA SparktheDream, was launched in 2021 in partnership with Junior Achievement Asia Pacific, a member of JA Worldwide which is the world’s largest youth-serving NGO since 1919. The initiative, which began in Hong Kong, has since expanded to eight markets, reaching over 25,000 students in just a few years, according to Knezevic.

Through a blend of classroom lessons led by FWD volunteers and real-world challenges, the programme equips young people with lifelong financial skills often missing from traditional curricula in schools around the world. 

"There is a strong correlation between financial literacy and economic growth," Knezevic remarked.

The programme further includes a regional competition where students apply their knowledge to solve social challenges, showcasing the creativity and potential of young minds.

“When we empower our employees to serve the community, not only are we building a better society; we’re also building a stronger, more compassionate team,” Chow concluded, articulating the essence of FWD’s community engagement efforts.