At the beginning of 2008, BMW released its inaugural "BMW Corporate Social Responsibility (CSR) Annual Report 2007".
BMW is the first company in its industry to ever produce a CSR Annual Report, which summarizes its achievements in "Corporate Social Contribution Activities" revolving around 'five pillars' – Cultural Promotion, Education Support, Environmental Protection, Corporate Governance and Customer Integration.
The report also highlights the significance of the activities in BMW's long-term corporate development, building a win-win situation within society.
Highlight 1: Cultural Promotion
BMW China and BMW Brilliance jointly launched 'BMW Corporate Social Contribution Activities' in the summer of 2007, dedicating a large budget to promote nearly 20 projects within 'five pillars'. Among them, "BMW China Culture Journey 2007" was the most attractive and impactful project. During the exciting, 11-day journey covering over 3,500 kilometers, a fleet of 15 BMW vehicles drove all the way from Beijing to Dunhuang and visited 11 "Material Cultural Heritage Projects" and 17 "Non-Material Cultural Heritage Projects". A total of 1 million RMB was donated to provincial cultural departments. The event called for the protection and restoration of state-level and provincial-level cultural heritage sites and cultural practices, and was warmly-received nationwide. The CSR Annual Report notes that as an important part of BMW's Corporate Social Contribution Activities, the culture journey will continue in years to come.
In addition, in promotion of cultural communication and the arts, BMW also sponsored several cultural promotion projects, including 'BMW Culture Night and 'BMW Night', featuring performances by the Liaoning Ballet Tour Show and world renowned violinist Lv Siqing.
Highlight 2: Education Support
As the key project in education support, BMW launched a long-term "BMW Children's Traffic Safety Education" program. By providing transportation safety education through attractive and engaging methods to over 2000 kids aged four to six years over 15 key cities, the safety training camp generated a great amount of attention to children's traffic education and transportation safety. Through this project, BMW has proven to be an industry leader in children's traffic safety education.
Meanwhile, BMW is also actively promoting a five-year "BMW China Scholarship for Outstanding College Students" project in cooperation with the Song Qingling Fund by providing scholarships totaling 2.5 million RMB to 500 outstanding students from 10 universities. 2007 was the third year of this five-year project. Apart from funding 100 distinct college students per year, BMW also provided internship opportunities to 10 select students at its Shenyang Plant. So far the project has received wide support and appreciation from teachers and students.
By People's Daily Online
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