Lighting the way, lightening the load

Editor's note: In 2010 and 2011, Mercedes-Benz gave Corporate Social Responsibility (CSR) Partnership Awards to recognize dealers that made outstanding contributions to philanthropic causes.

In addition to recognizing the achievements of its dealers, the awards are a driving force to inspire more like-minded dealer partners to support and participate in worthwhile causes. The awards are also designed to provide practical assistance in future projects.

Nine dealers emerged as winners of this year's awards for social responsibility, charity and public participation.

Corporate Social Responsibility Awards

Hainan Lianhe Crown Vehicle Service Co Ltd

Project: Financial aid for the elderly without family

Hainan Lianhe Crown Vehicle Service Co Ltd and the local bureau of civil affairs launched a project to help elderly people without families to reconstruct or renovate homes in 2009 with an initial fund of 300,000 yuan ($46,340).

With a minimum donation of 5,000 yuan from each customer, Hainan Lianhe matched contributions from its clients.

Overwhelming support was received from many Mercedes-Benz customers. This project has already helped 30 elderly people.

Harbin Automobile Service Co Ltd

Project: Helping physically disadvantaged children

Harbin Automobile Service Co Ltd has established a program to provide ongoing aid for the Harbin Children's Welfare Institution to help physically disadvantaged children. The institute founded in 2001 currently houses 170 children, including 80 who are handicapped.

During the long-term program, activities have also been organized to interact with children during festivals by the company's employees and customers.

Fuzhou Star Automotive Sales Co Ltd

Project: Hope School program

To provide educational aid for Hope Schools and to help unprivileged students have a normal school life, Fuzhou Star Automotive Sales Co Ltd sponsored construction of new facilities at the Changkeng Hope School in Nanping, Fujian province, which officially opened in April, 2010.

To appeal for more businesses and Mercedes-Benz car owners to become involved, a donation center was established and 21,800 yuan was raised for clothes, computers and books.

Innovative Charity Awards

Taizhou Oupu Automotive Sales Co Ltd

Project: Assistance for rural students

Taizhou Oupu Automotive Sales Co Ltd cooperated with the Taizhou charity community for a program to support children of migrant workers in remote and mountainous areas in Taizhou, Zhejiang province in 2010.

The dealer raised 54,000 yuan in donations, the largest charitable amount ever by an auto company in Taizhou, to buy musical instruments and other educational equipment.

Shanghai Dongchi Automotive Sales Co Ltd

Project: Help to migrant worker children

Shanghai Dongchi Automotive Sales Co Ltd, together with the local bureau of education, began a project in 2009 to help children increase their safety consciousness through seminars given by traffic police.

The children also visited the Shanghai Expo to improve their understanding of other cultures.

By the end of 2010, around 3,000 children have been benefited from the project. Each child received some special gifts, including a yellow cap and a Mercedes-Benz badge to wear as a safety measure when crossing roads, as well as a fashionable wristband.

Suzhou Lixing Vehicle Service Co Ltd

Project: Thanksgiving and Christmas charities

Suzhou Lixing Vehicle Service Co Ltd hosted a charity auction in 2009 to provide financial aid for underprivileged students in Suzhou Cangshu Experimental Primary School. The first event raised more than 105,000 yuan ($16,222) from donations and auctioned artwork by Mercedes-Benz customers and students at the school.

By the end of the project in February, 2010, it had raised a total of 142,500 yuan.

Public Involvement Awards

Beijing Jinguan Car Service Co Ltd

Project: Chun Lei Primary School donations

Beijing Jinguan Car Service Co Ltd began a charitable project in 2010 to help students with difficult learning conditions. Using diverse channels such as SMS texts, posters and photo exhibitions, it drew donations including 500 books, 390 pieces of clothing, more than 9,000 sets of stationery and 148 items of sports goods.

Its employees and clients both made contributions to support the project.

Shenzhen Renfu Teli Vehicle Service Co Ltd

Project: Water cisterns

Shenzhen Renfu Teli Vehicle Service Co Ltd initiated a project to help build water cisterns, mainly in Northwest China's loess plateau area, that raised and donated 30,000 yuan collected from its customers attending music concerts.

Its volunteer group of 38 employees also joined environmental protection and charitable causes, which also received widespread support from government officials.

Dalian Zhongxing Automobile Co Ltd

Project: Hope School facilities

Dalian Zhongxing Automobile Co Ltd began an effort to raise funds in 2010 and then donated 300,000 yuan ($46,320) for construction of the Zhongxing Hope School for underprivileged students in Liaoning province.

The effort attracted more than 700 participants, making it the largest local CSR program in recent years.

China Daily

(China Daily 06/30/2011 page21)