Automaker injects another 25 million yuan in the Mercedes-Benz Star Fund

A concert by more than 300 students from 125 Hope Schools was held at the Great Hall of the People in Beijing on June 15, a demonstration of both the children's musical talent and also achievements of the Mercedes-Benz Happy Music Classroom program over the past two years.

The children from 22 provinces and autonomous regions in China gave inspiring performances at the "Live Your Dreams - Mercedes-Benz Happy Music Classroom Music Gala", an extravaganza that illustrates a unity that transcends different regions.

"Mercedes-Benz has laid a solid foundation in fulfilling our social responsibilities in China and our long-term commitment to this market," said Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd in a speech at the event.

"Today we are pledging another 25 million yuan to the Mercedes-Benz Star Fund to demonstrate our long-term dedication to various social causes in China," he said.

The Mercedes-Benz Star Fund established two years ago continues to make a positive impact on the Chinese society by providing support for environmental protection, education, music, art, sports, social care and disaster relief, as well as the culture of driving.

Initiated in June 2010, the Happy Music Classroom Program was the first project supported by the Star Fund, the automaker's largest charity fund worldwide and also its first created in collaboration with dealerships nationwide.

Over the past two years, Mercedes-Benz has focused on sustainable development of the program - from visiting Hope Schools and providing professional training to music teachers to rallying the public to support its projects.

The automaker has invested about 4.3 million yuan for 125 classrooms in the first phase of the project. It has a standard budget for each music classroom to buy various musical instruments including electronic organs, harmonicas, drums, flutes and trumpets.

During the concert Mercedes-Benz announced plans to equip another 175 Happy Music Classrooms across 29 provinces in the country so children in rural areas can receive high-quality music education. The total investment in the 300 classrooms will be 10.5 million yuan.

"Over the past two years, we have been helping the children in China's rural areas fulfill their dreams thanks to the strong support and hard work of our dealers, partner organizations, as well as professional and non-professional volunteers," said Yan Wang, vice-president of Daimler Northeast Asia and Mercedes-Benz (China) Ltd.

"Today we gather here to share and celebrate the achievements of our initiative with all the people who have shown great care towards these children. We hope that our efforts will inspire the public to contribute to the development of music education in rural areas," she said.

Music gala

The music gala had themes such as "Dream", "Perseverance", "Change", "Thanksgiving", and "A New Beginning". The children presented a variety of unique and imaginative performances to reflect each theme.

The event also served as the awards ceremony for the third CSR Partnership Awards, as Mercedes-Benz gave recognition and showed appreciation to its dealer partners who contributed to the betterment of society through their own CSR programs.

"By taking the step to establish Happy Music Classrooms in China's Hope Schools, Mercedes-Benz is not only showing that it will work to help children have a better future. More importantly, it is inspiring other people and corporations to do the same." said Tu Meng, secretary-general of China Youth Development Foundation.

Last June, at the first anniversary of the Star Fund, Mercedes-Benz launched the Star Ambassador Volunteer program, an initiative that aims to drive greater social participation in its charitable activities from its employees, dealers, customers, and other like-minded individuals.

In September last year, the company embarked on another project - the Mercedes-Benz Star Center - to give professional, targeted and regular training for teachers in Hope Schools equipped with music classrooms.

The first center was established jointly with Harbin Normal University's music college and the China Youth Development Foundation. Most recently, a new facility opened in May in Wuhan, Hubei province, at the Central China Normal University.

Leading the way

The "sustainable CSR model" created by Mercedes-Benz has become a best practice in fulfilling social responsibility over the past years.

In line with this model, the Mercedes-Benz Star Fund serves as an integrated force, driving the sustainable development of all Mercedes-Benz's CSR programs in China and fostering shared values among its stakeholders, as well as promoting a positive corporate image.

As a "made in China" CSR concept that takes into account the society's needs, it has successfully guided the practice and development of the automaker's CSR efforts in China.

Furthermore, it has provided valuable methodology insights and unique experience in leading values sharing and influencing Mercedes-Benz's various CSR involvement in other countries, such as Brazil, South Korea, and India.

The automaker's invaluable CSR contributions in China have been highly recognized by its strategic partner - the UNESCO - as one of the best practices for preserving the environment better.

hantianyang@chinadaily.com.cn

Hope School students and children of Mercedes-Benz staff sing Twinkle, Twinkle Little Star at the concert.

He Junke, secretary of the secretariat of the Central Committee of the Communist Youth League of China and vice-chairman of the All-China Youth Federation, and Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd, announced Mercedes-Benz would donate another 25 million yuan to the Mercedes-Benz Star Fund.

(China Daily 06/18/2012 page5)