Auto Special: Jaguar Land Rover's Dream Fund brightens young lives in China

Automaker commits to helping more children in the future

When Jaguar Land Rover established the Jaguar Land Rover China Children& Youth Dream Fund a year ago, it made a pledge to improve the lives of children across China.

At a press conference in Beijing last Thursday, the British premium automaker commemorated the first year of the Dream Fund, in which it has turned these words into real actions.

The Dream Fund is the focal point of the company's corporate social responsibility strategy in China.

Fuelled by a 50-million-yuan ($8.1 million) investment over three years, it supports initiatives for children and youth in order to help them thrive in life and realize their dreams.

Not only was the first anniversary event a celebration of how the Dream Fund has improved the lives of nearly 60,000 children in its first year, it marked the start of a bigger dream.

Bob Grace, regional president of Jaguar Land Rover Greater China, explained that the Dream Fund is set to do more in the future, "We are immensely proud of how the Dream Fund has already brought health and happiness into the lives of children. However, our task now is to build on this so more young people have the opportunity to flourish.

"Over the three years of the Dream Fund, we aim to have a positive impact on at least 200,000 young people in China".

1001 Dreams Campaign

As the first year of the Dream Fund concluded, Jaguar Land Rover China had some great news to share regarding 1001 Dreams, the CSR campaign that it launched at the Shanghai auto show which aims to brighten young lives through love. In just six weeks, the innovative initiative has already matched all 1,001 children in Ya'an and Zhaotong with their dream partners.

Through an integrated digital platform, the campaign has inspired compassionate individuals from every corner of the country to come together with the shared goal of making the dreams of children come true.

To further underscore its ongoing commitment to Chinese children, Jaguar Land Rover has launched two new Dream Fund projects: the Premier Skills - Jaguar Football Campus and the Jaguar Land Rover China Children& Youth Road Safety Education Centre.

Jaguar Land Rover China Road Safety Education Centre

At the anniversary event, Jaguar Land Rover signed a unique partnership agreement with the China Soong Ching Ling Foundation to construct the Jaguar Land Rover China Children& Youth Road Safety Education Centre in the 1.1-billion-yuan China Children's Scientific & Technical Training Base, a new facility that is central to the government's child education plans.

Qi Mingqiu, executive vice-chairman of the China Soong Ching Ling Foundation, emphasized that young people are always the priority, "Children are the future of this country and the hope of the nation.

"They are the generation that will realize the Chinese dream. Through the Dream Fund, more young Chinese people will believe that anything is possible in life".

Along with setting a new benchmark in road safety education, Jaguar Land Rover hopes the interactive and informative Road Safety Education Centre will instill good road safety habits in the 2 million children expected to visit the Training Base annually.

Premier Skills - Jaguar Football Campus

In the first year of the Dream Fund, many children enjoyed the wellbeing benefits of sport through the Jaguar China Youth Football Development Initiative.

This year, in partnership with the British Council's global Premier Skills program, the Premier Skills - Jaguar Football Campus will give 8,000 children access to Premier League level football coaching and referee training as part of their school sports curriculum.

To add competitive spice, the Football Campus will feature a tournament with the victorious team earning a trip of a lifetime to the UK.

Lucy Watkins, minister-counsellor for culture and education of the British Embassy, highlighted how the project will bring the two nations together in 2015, which is the UK - China Year of Cultural Exchange, "I can't think of a better way to deepen the friendship between the UK and China, and our mutual cultural understanding, than encouraging the youth of both our countries to engage with each other and share their passion for sports".

In the end, it was left to Grace to sum up how the Dream Fund will endeavor to do even more for the children of China, "This progressive approach to social responsibility is at the heart of Jaguar Land Rover.

"The journey is long but full of opportunity. With dedication and determination, we will succeed in putting smiles on the faces of even more young people in China".

Contact the writers at haoyan@chinadialy.com.cn

(China Daily 06/01/2015 page19)