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Aviva advertising in Asia

This is the first time we have produced a corporate social responsibility (CSR) report for the Asia Pacific region. As we continue to implement global initiatives in sustainability across the group, we also hope to demonstrate our commitment to local initiatives that are unique to the richly diverse countries in which we operate.

Our operations

Aviva operates in eight countries in the Asia Pacific region. For the purpose of this report the region refers to our operations in Australia, China, Hong Kong, India, Malaysia, Singapore, Sri Lanka and Taiwan. Our main product areas are savings and protection, healthcare and general insurance. Our operations are listed below:

Country	Company Information
Australia	Aviva has operated in Australia for over 150 years. Its principle activities are life insurance, investments and superannuation. Together with Portfolio Partners, Aviva Australia has over 300,000 customers in Australia and manages or administers more than A$24 billion.
China	Aviva-COFCO is a life assurance joint venture with COFCO, a major state-owned company. The business was officially launched in January 2003. It is China’s fourth-largest foreign joint venture, based on premium income, with a presence in 23 cities.
Hong Kong	Aviva Hong Kong is ranked 12th in the life insurance market. Distribution is primarily through the Development Bank of Singapore (DBS) as part of a bancassurance agreement. Aviva is also a leader in the growing independent financial adviser (IFA) sector, which accounts for over 50% of our total new business sales.
India	Aviva India launched a life insurance and long-term savings joint venture in June 2002 with Dabur Group, one of India's oldest and most respected businesses. Aviva products are available in nearly 3,000 locations around the country. We employ over 7,000 employees and 35,000 Financial Planning Advisers, are a leader in the bancassurance market and are ranked eighth overall among private insurance companies in India.
Malaysia	CIMB Aviva was established in the Malaysian long-term savings market in June 2007 through a joint venture with CIMB Group. Distribution is via exclusive bancassurance agreements with CIMB Group's subsidiary CIMB Bank, via its network of 383 branches. This is the largest branch network in Malaysia, with over 4.5 million customers.
Singapore	Aviva has operated in the Singapore insurance market since the 1850’s and is today a multiple product, multiple distribution channel insurer providing a range of life, health, savings and investment products to the Singapore market. We are the number one provider of employee benefits and healthcare solutions, covering one out of every three insured employees in Singapore. We are also a leading company in Bancassurance and the preferred choice of Independent Financial Adviseres for investment and life insurance plans.
Sri Lanka	Eagle Insurance is the third-largest insurer in Sri Lanka, with a 20% share of the life market. In 2006, Aviva took a 51% stake in Eagle Insurance, with Eagle’s bancassurance partner National Development Bank holding the principal minority share. Direct sales and bancassurance agreements with NDB provide access to 25,000 customers through 28 branches and 11 Standard Chartered Bank branches.
Taiwan	First-Aviva is a joint venture with First Financial, the owner of First Commercial Bank. With 189 branches and 5,000,000 retail customers, First Commercial is Taiwan's second-largest bank network. The operations began in January 2008.

Our approach to CSR

Our approach to corporate social responsibility (CSR) is guided by the global Aviva CSR strategy. As our operations continued to expand dramatically in 2007, CSR remained a central focus for us. We aim to make continual improvements in our CSR reporting and practice and encourage our business partners to do the same.

Communicating CSR

To be successful, most CSR initiatives depend on many people changing their behaviour. So it is critical to communicate why CSR is important and what we want people to do differently.

At Aviva Australia, new employees are provided with information about CSR initiatives as part of their induction programme. Our operations in India also include CSR in their induction programmes, as well as having a dedicated CSR section in their internal newsletter and a regularly updated CSR micro-site. Aviva Hong Kong also provides CSR information in its induction programme and includes relevant updates in monthly staff meetings.