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Spotlight on CSR efforts in Children's Day celebration
Commemorating International Children's Day with its Second Happy Music Classroom Gala at the National Aquatic Center, German premium vehicle maker Mercedes-Benz demonstrated that its corporate social responsibility has taken a deep root in China.
The gala welcomed more than 600 Happy Music Classroom students and faculty from 29 provinces and autonomous regions as the children presented their music talents.
A highlight of the evening was a drum performance that electrified the audience. After the students competed in a drum competition the day before, all 17 teams were recognized on stage.
Over a video linkup, Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service Co Ltd, urged the students to "dream big, go where your imagination takes you and chase your dreams down".
"I encourage you to aspire to become the best version of yourself you can be. With conviction, courage and persistence, anything and everything in life is possible."
In addition to the gala, the trip to Beijing also included a student visit to China's Science and Technology Museum and an art tour at the National Center for the Performing Arts to watch the children's play Darwin the Dinosaur.
Sustainable
Giving students the opportunities to pursue their dreams was the primary theme of the evening, but according to Li Hongpeng, senior executive vice-president of Beijing Mercedes-Benz Sales Service Co Ltd and chairman of the Mercedes-Benz Star Fund Management Committee, it is just one element of a larger effort by Mercedes-Benz to provide educational opportunities to disadvantaged students all across China.
In 2010, Mercedes-Benz first partnered with the China Youth Development Foundation to start the Mercedes-Benz Happy Music Classroom Program.
By the end of 2013, the program had built 400 music classrooms in 29 provinces and autonomous regions, and eight music education "star bases", helped train 400 music teachers and sent out more than 600 volunteers who worked more than 25,000 hours offering music education opportunities to over 160,000 children in impoverished areas.
Extensive
To make the program more sustainable and involve more volunteers in daily efforts, Mercedes-Benz together with its dealer partners launched a new CSR initiative during the Children's Day event called the Star Wish 1+1 Happy Music Classroom Program.
It aims to strengthen the engagement of both internal and external stakeholders including staff, dealer partners and customers for the long-term development of the program.
Mercedes-Benz also announced that it will be incorporating CSR in its business development strategy to create a larger platform for causes such as the Happy Music Classroom Program.
According to Li, the Star Wish 1+1 program will enable dealers to directly contribute to any one of 400 Hope and rural schools covered by the Happy Music Classroom or even finance a new Hope School.
Dealer support can come via teaching materials, sports equipment, books or volunteers to teach music classes, road safety or sports. Eight "star bases" across China will offer professional training and help dealers who plan to volunteer.
"With the launch of Star Wish 1+1 program, together with our nationwide dealers, we are very excited to be developing new CSR programs like this one to further promote and enhance our social contributions to China," said Li.
As a long-term partner, the China Youth Development Foundation's secretary general Tu Meng gave high praise to the Happy Music Classroom Program.
"During the past four years, we have witnessed Mercedes' heavy involvement and efforts to support music education for children in disadvantaged areas," said Tu.
"Its Star Fund promises a stable and sustainable input of capital. Now we see the company is bringing more internal and external forces to join the volunteers," he added.
Under the slogan of "Nurturing the World of Tomorrow", the Mercedes-Benz Star Fund had an initial investment of 30 million yuan and more than 45 million yuan subsequently, making it an industry leader in giving back to the community as a responsible corporate citizen in China, said Li.
lifangfang@chinadaily.com.cn
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Mercedes-Benz Star Fund Management Committee members launched the Star Wish 1+1 Program on May 30. Photos provided to China Daily |
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Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service Co Ltd, extended his warm greetings to the attending kids via video during the event. |
