Work is a means to an end for most of us - we do our jobs to the best of our ability to provide us with the best living possible. But increasingly, the role of corporate social responsibility is becoming a major force in how our companies are perceived, and employees at all levels are being encouraged to help contribute to projects outside their normal remits.

Like many firms, Witney-based telecommunications company Intellion was involved in a variety of projects to boost the coffers of the Oxford Children's Hospital appeal (CHOX). Over five years, almost £14m of a £15m target has been raised, half the £30m cost of the hospital.

Intellion managing director Susannah Maxa was heavily involved on the CHOX committee, but now she has decided to step away from her job and dedicate herself full time to being a consultant for the Oxford Radcliffe Hospitals' Charitable funds.

She said: "Intellion merged with STL last year and this presented an ideal opportunity for me to take a step back."

At the same time, Ms Maxa had lost her mother to cancer and she decided it was time for her to give something back to the community.

As a result, her key focus is now on a £2m fund-raising campaign designed to equip a new cancer centre at Headington's Churchill Hospital.

Ms Maxa added: "It was an ideal point where the cancer campaign was being launched and I felt I could use my contacts to raise corporate awareness.

"Not enough businesses are aware of the opportunities available for this type of community involvement."

She has taken on the responsibility of changing this situation, contacting as many businesses as she can to try and encourage them to be involved, either through direct fund-raising, or by offering services in kind to help raise awareness.

Her first major event was earlier this month at Oxford University's Museum of Natural History, which attracted more than 60 people who came to hear speakers such as former Arsenal and England footballer Martin Keown, who lives near Islip, and top cancer surgeon Nick Maynard.

"We had a fantastic response. What I thought was going to be an informal awareness-raising exercise for the campaign turned into a highly-successful evening, with more than a dozen business wanting to get involved with raising cash," said Ms Maxa.

Mr Keown, whose mother-in-law died from cancer, added: "It is very important for me to support a local cause and encourage others to give up some of their time to help."

Companies which have already pledged support include Amber Wealth Creation, of Long Hanborough, Oxford-based Darbys Solicitors, and marketing firm Eyes Wide Open Communications, of Princes Risborough, near Thame.

Ms Maxa said: "These are good examples of well-connected local business people who can spread the word about the campaign very quickly. But what was originally a networking event to raise awareness has turned into much more."

Mr Keown, who is enjoying an increasingly high profile as a TV football pundit, has also agreed to help champion the cause.

And he has been joined by former England rugby union international Lawrence Dallaglio, who held an event at Wadham College recently, which raised £50,000.

Mr Dallaglio, who retired from rugby last month, agreed to get involved after his mother was diagnosed with cancer a few months ago.

He said: "I know that, through sport, I can help with fund-raising efforts like this.

"I met Nick Maynard, the leading surgeon at the hospital, and we got chatting about it and I felt we could make a difference.

"So many of us are touched by cancer in some way. I have seen for myself what is planned at the new centre and I'm delighted I can do something to help patients and their families."

The Oxford Radcliffe Hospitals' NHS Trust is investing £109m to create the new purpose-built cancer centre in the city.

Its aim is to offer patients updated facilities and pull together the hospitals' specialist cancer staff under one roof.

What the campaign will do is help build computer-integrated operating theatres, which will give surgeons access to the latest high-tech equipment, including computers that provide instant access to patient records.

Part of the cash will also be used to furnish wards and outdoor areas at the facility being built on the Churchill Hospital site in Headington.

The new building will have 217 beds, and is expected to be completed in the autumn.

Now, Ms Maxa is following up leads from the launch and contacting those who could not attend to see if they want to become involved.

And she is encouraged by other companies saying that they will now champion the cause at their own events.

She added: "Cancer touches everyone at some point, which is why it is so vital to raise awareness of this cause."

o To find out how to become involved, contact Susannah Maxa on 01865 743448, or e-mail Susannah.maxa@orh.nhs.uk o To find out more about Oxford's new cancer centre, see the website www.cancercentreoxon.nhs.uk