SHANGHAI: Multinationals such as Amway and Coca-Cola have thrown their weight behind the Special Olympics.

American direct sales giant Amway yesterday said its China entity has donated more than 7.25 million yuan ($935,000) to the cause of the mentally and physically disabled in the past two years, and motivated its large network of employees and sales staff to offer a helping hand to the disadvantaged group.

"More than cash donation, a more important contribution is to disseminate the message of Special Olympics," Audie Wong, Amway's China president, said yesterday.

He said the message spread in June's health run to support the 2007 Special Olympics World Summer Games was that "mentally disadvantaged individuals are equal members of the society, and are entitled to the same opportunities, rights and encouragement as others".

A global gathering for mentally disabled individuals, who are marginalized by society in many parts of the world, the 2007 Special Olympics Games has gathered more than 10,000 special athletes and their coaches.

But it is still a much smaller event than the 2008 Beijing Olympics and not as hotly pursed by businesses looking to showcase their brands.

"Beijing Olympics, a commercial opportunity, has seen a competition among companies in terms of marketing campaigns. We participated in the Special Olympics for public welfare. We should shoulder our corporate social responsibility," Wong said.

Coca-Cola, the world's biggest soda supplier, has conducted a series of special events and marketing campaigns in China to support and raise awareness of the 2007 Games.

"The messages of optimism, acceptance and inclusion championed by Special Olympics represent the same values that are important to Coca-Cola," Muhtar Kent, the company's president and chief operating officer, said yesterday on the sidelines of a fun sports activity for mentally disadvantaged individuals.

"That bond has sustained our commitment as a sponsor of the Special Olympics since its inception in 1968. The Games provides us an opportunity to give something back to the community. Our employees and partners in China took this especially to heart, as can be seen in all our activities across the country."

(China Daily 10/03/2007 page3)