"We hope to play the role of a bridge. BMW CSR provides an open platform, all stakeholders can use our platform, and we act as a bridge to connect social forces and make tangible contributions to Chinese society." 18th in 2022 At the opening ceremony of the BMW Children's Home Summer Camp, Dr. Dai Hexuan, President and CEO of BMW Brilliance Automotive Co., Ltd., pointed out that corporate social responsibility is an important part of BMW Group's sustainable strategy in China.
Extensive participation of forces and stakeholders from all walks of life is the BMW Group's successful experience in practicing corporate social responsibility in China.
It is reported that the theme of this year’s summer camp is “Tianxingjian, Watching the Youth”. BMW China, together with the China Education Development Foundation, the Academy of Arts and Design of Tsinghua University, the National School Sports Federation and other forces from all walks of life, will provide support for students from Liangshan Autonomous Prefecture in Sichuan Province and Yunnan Province. 100 students and 23 teachers from 10 "Tianxingjian Plan" Tongyue's Home Schools brought a series of rich and exciting activities such as interesting sports training, art, music fun classes, and starlight evening parties.
Gao Le, President and CEO of BMW Group Greater China, said: "Upholding the concept of 'Home in China', the BMW Group continues to create value for customers, the local society, and the Chinese auto industry in China, and drive common development. BMW Group believes that, Excellent corporate citizens should not only focus on business success, but should pursue higher goals and make greater contributions to social development. For the past 11 years, BMW Joy Home has followed the ever-changing social issues and practiced the enterprise in innovative ways. Social responsibility, helping rural revitalization and rural education development is the perfect interpretation of BMW Group's 'home in China' concept."
Drive various social forces to empower rural education in the western region
BMW Children's Joy Home gives full play to its resource advantages and drives various social forces to empower rural education in the western region.
Professor Ma Sai, Dean of the Academy of Arts and Design of Tsinghua University, personally led the volunteer service team of Tsinghua Academy of Arts and Design, which consisted of doctoral students and postgraduate students, to bring creative art classes to children in the mountains, inspiring them to draw amazing pictures with their beautiful innocence. The gouache painting of "My Hometown"; the singer of the Central Conservatory of Music provides music lessons for the children, so that the children can confidently board the stage of the Starry Night Gala and express themselves to the fullest.
The aesthetic education teaching activities not only enriched the curriculum arrangement of the summer camp, but also warmed the children's hearts and stimulated the vitality of innovation and creativity.
During the summer camp, the National School Sports Federation specially formed a team of experts to provide school-based guidance, bringing all-member sports games and a variety of special sports classes, allowing the teachers and students of Tongyue Home to participate in the practice of the new concept of physical education teaching reform, and fully enjoy the sports brought by sports. of happiness.
With China's comprehensive victory in poverty alleviation, rural revitalization has become an important issue in the new stage of China's social development, and education will play an indispensable role in the rural revitalization strategy.
A social survey shows that in the period of promoting the balanced development of quality education in rural schools, there are generally insufficient teachers in physical education and aesthetic education, and the teaching content is monotonous.
In response to this social demand, BMW Children's Joy Home and China Education Development Foundation jointly released the "Tianxingjian Plan" in 2021 to help the balanced development of rural school education and the country's rural revitalization.
From 2021 to 2023, the "Tianxingjian Plan" of BMW Joyful Home will be listed in 52 counties across the country that will be finally lifted out of poverty in 2020. Each school will be funded to join the "BMW Joyful Home" project. Activities such as teacher training and on-campus guidance have enriched the content of physical education and created 52 sports demonstration schools.
Up to now, the "Tianxingjian Plan" has established a total of 33 Tongyue Home schools in Yunnan, Sichuan, Guangxi and Guizhou provinces according to the established plan.
During this period, BMW Children's Joy Home established close cooperation with the National School Sports Federation, continued to fulfill its corporate social responsibility in an innovative and empowering way, and successfully carried out several trainings for rural physical education teachers with different themes.
The main purpose of the training is to advocate the spirit of sports, and to explore the sports development model suitable for rural schools. The specific content extends from theoretical policies to diversified daily teaching content, so as to help the construction of rural physical education teachers and promote the all-round development of rural physical education.
Up to now, the "Tianxingjian Plan" physical education teacher training has covered 33 schools, and a total of 132 rural physical education teachers have participated in the training. Next year, they will continue to go to 19 rural schools in Xinjiang, Gansu and Ningxia.
Deeply "connect" stakeholders to solve practical problems together
BMW believes that an excellent enterprise should not only focus on performance and profitability, but should more "connect" stakeholders, jointly solve practical social problems, and contribute to the local society.
BMW Corporate Social Responsibility focuses on the three social issues of "cultural protection", "social development" and "environmental protection". The four flagship projects of the BMW Beautiful Home Initiative continue to contribute to a better Chinese society.
In addition to the BMW Beautiful Home Initiative, BMW's corporate social responsibility programs have lasted for more than ten years.
Among them, the "BMW Children's Traffic Safety Training Camp" project has lasted for 18 years, the "BMW China Culture Tour" has lasted for 16 years, and the "BMW Children's Joy Home" has lasted for 11 years.
"One of the keys to the success of BMW's corporate social responsibility project is to widely engage stakeholders and establish in-depth cooperation with partners." Dai Hexuan pointed out that there are two points to measure the success of the relationship between partners. One is to find the right cooperation. Only partners can effectively implement these projects; the second is to turn these partners into long-term BMW partners.
Dai Hexuan introduced that the BMW Children's Traffic Safety Training Camp is a project associated with BMW products.
Enterprises producing vehicles must pay attention to traffic safety education.
In fact, many car companies have done it on the issue of children's traffic safety, but some have given up halfway.
BMW has been doing it for 18 years, and it is still radiating new vitality.
BMW Joy Home is one of the core projects of BMW's corporate social responsibility in the field of "social development". Since the project was officially launched in 2011, BMW Joy Home has been actively promoting its social influence and innovative empowerment methods. Stakeholders, caring people from all walks of life and non-profit organizations participated extensively, becoming a sustainable empowerment platform with a snowball effect.
The project has established 112 "BMW Children's Joy Home" schools in 29 provinces, municipalities and autonomous regions across the country, held more than 400 activities, benefited more than 130,000 children, and attracted more than 10,000 BMW employees, dealers, Caring car owners participated in their volunteer service activities.
The BMW China Cultural Tour has been held for 16 years.
Art and industry are inseparable from a German perspective.
Germany has a very long tradition of handicraft as an art.
The BMW Group has been sponsoring a variety of art projects for the past forty or fifty years, including the annual BMW Art Car Project.
Dai Hexuan emphasized that in these projects, BMW hopes to establish long-term cooperative relations with stakeholders, and the effect of making tangible contributions to Chinese society will become better and better.