In everything that Kristine Villaflor does, she puts her heart into it— and that’s exactly why, under her leadership, the Primer Group of Companies’ corporate social responsibility (CSR) arm overflows with genuine care and warmth for the community.
From reaching out to far-flung communities to conduct social entrepreneurship and water system programs, to providing donations and support to partner institutions and children and families in need, and implementing conservation efforts and intensifying employee volunteerism, the CSR team, under the direction of the 30-something program manager continues to pour every sweat and blood to deliver the company’s commitment to corporate citizenship.
Among the most notable projects that they have done, according to Kristine, is the medical mission and relief operations in Eastern Samar after the area was devastated by Typhoon Yolanda in 2013. For her, the experience was both heartbreaking and heartwarming.
“It was one of the most life-changing moments for me. There, I’ve experienced an extremely worse situation- damages, affected victims and families- and even sad moments during our stay. However, I was really moved when we at Primer were able to mobilize big groups, including international partners from Singapore, doctors, and brand principals and owners. They have all shown their interest to support and partner with us. It was one of the most memorable projects indeed, and I am really grateful that we were present during the hard times of our fellow countrymen and that we were working with people who had the same intention, which is to extend help.”
Kristine, together with volunteers and doctors from Singapore who are keen on helping families affected by typhoon Yolanda
Being mainly in-charge of the over-all CSR operations, she pours hard work into every project; thus when heartfelt gratitude comes from those who were helped and supported through the programs, she already feels truly fulfilled.
“Volunteering is really my passion. Volunteering means to help even without expecting any thing in return. And huge part of it is working with people, and I love working with people. CSR is like that. It’s not a glamorous job for some, but the feeling of helping brings infinite happiness. Of course there would be challenges and hindrances, but it’s about holding on to a single feeling- the feeling of hope, the joy and fulfillment it brings. Whenever I am down, I would always go back to Him, and pray to bring me back from setbacks.”
Kristine with KaPrimer volunteers
What came as a big surprise that also brought a great sense of accomplishment was when Primer Group of Companies became shortlisted for the CSR Company of the Year under the prestigious Asia CEO Awards 2018. Alongside renowned companies with huge CSR projects such as Smart, Microsoft, Unilever and Johnson & Johnson, among others, Primer Group has been nominated for the said category through highlighting their social entrepreneurship projects, including the water system project in partnership with Freewaters that provides access to clean drinking water to one of the remote areas in El Nido, Palawan.
The CSR Team proudly brought home a recognition as part of the Asia CEO Circle of Excellence
”Being recognized alongside these big companies means a lot for Primer. It goes to show that what we are doing is being recognized and that we are also seen as change agents of our country. Although we are not yet as big as other nominated companies, Primer Group of Companies has a big heart and we value the importance of CSR. We’re lucky that giving back is innate in our management.”
She also emphasized on the kindness of all KaPrimers who helped and have supported the projects throughout.
“The project involved unity among KaPrimers, raising awareness first among employees and encouraging them to support through volunteering their talent, time, and treasure. This is how we were able to do it. We raised funds from the pockets of employees and utilized their time and talent through organizing fundraising activities. This is how we’ve worked together.”
KaPrimer volunteers with partner non-government organization MakeSensePH
Fourteen Years of Growing with Primer
“I have witnessed how the company has grown. I have seen how it has overcome every challenge and achieved its milestones. In a way, I am proud to have been part of it. I am also proud of our resilience,” says Kristine, as she relives almost a decade and a half of memories in the company.
Kristine during her years as a marketing associate for UTCI
Kristine started as a young marketing associate under Uniglobe Travelwear Co. Inc. for five years, before she ventured into the CSR arm of the company. Years and years of commitment to her work has granted her opportunities to grow, not only career-wise, but also as a person.
“My five years in retail was really fun and helpful for me to become the person I am now. It has helped me grow as an individual and as a professional. It is my advantage that I have started working in retail, because I was able to practice my skills in advertising and public relations, and learn new skills as well. Working in retail has given me diversity in knowledge and made me grow as a matured person.”
“I am also thankful that the company granted me scholarship to take on the next level of schooling. Through the scholarship, I was able to attend graduate school where I specialized in social work and development, which equipped me with more knowledge that I can apply in my current position. On a personal level, I am thankful that I have fostered friends and family in other KaPrimers, and this is very rare in other company. I have built a good relationship with a good number of KaPrimers, including the management and the owners. I really became close to them because of the good company values that was embedded in me. This is my second family.”
Kristine enjoys spending her time travelling with KaPrimer friends
“Let me take this opportunity to express my sincere gratitude to the people who have supported me through everything. To Primer Management, for giving me a job and trusting me; to my family, for their moral support; to all my colleagues, my boss-mentors, and friends who have also helped me, believed in me, and pushed me to continue living, thank you.”
A day hike in Taal with the Primer Management
Opportunities for Work-Life Integration
Although engaging in CSR work requires time and effort also on weekends, this dedicated professional still finds herself time to engage in other interests she’s passionate about, which are volunteering and travelling.
During Sundays, she spends time with her Church family, where she serves as a teacher-volunteer for the children, guiding and inspiring the younger generation to live in accordance to God’s wisdom and teachings.
Kristine with her Church family
“I’m happy doing it. It’s like CSR: nurturing these kids by putting God first at a very early stage of their lives,” she says.
In times when she experiences sudden drops in energy, she takes advantage of her vacation leave in order to travel and discover new things in life.
Kristine likes travelling to various countries. She’s been in countries in Asia, Europe, and in cities in North America.
“One thing I do is to travel. I always encourage everyone to travel, as this is the best experience and this helps one think again and see new perspectives in life. Aside from having time for yourself, one thing it could give you is more positive thoughts. Chances are, when you go back to your daily routines, you’ll work productively and maybe you’ll propagate positive vibes too.”
Aside from being a volunteer and frequent traveler, this multi-faceted professional is also a business woman. She is currently engaged in a start-up business related to travelling.
“Currently, it’s really a challenging experience, but what matters is that, what I have learned from the company, I am also applying it here to be able to provide happiness to other people. We’ll see how it will go. I would love to share more of this when I have so many things to share, but at the moment, it’s a long journey still. What matters is I started it and whatever happens, it will be a good learning experience for me.”
To KaPrimers who also want to venture into business while being able to balance all things they love, she shares her credo and this simple message, “My message is simple. Find a passion that develops deep connections with other people. This will make you happy and will keep you going. I called this the unselfish ‘SELP’:
Share – Contribute change to the society
Explore – Never stop learning
Love – Spread the love
Pray – Keep a strong faith.”
Truth is Kristine has already traveled a long way in her journey of growth and self discovery, but what is admirable is she continues to explore and discover, and to kindle her passion for work and life.
Text by Mia Lauengco and Aira Navarro