May 15, 2019
(Beijing) On May 15th, BMW’s “Take Our Responsibility, Share BMW Joy – 2019 BMW Corporate Social Responsibility Forum” was successfully held in Beijing. In conjunction with the 10th anniversary of the China Charity Federation BMW Warm Heart Fund and the 15th anniversary of BMW Children’s Traffic Safety Education, BMW took the opportunity to reflect on the past to enlighten the future at the forum, releasing a series of corporate social responsbility (CSR) innovations that included:
• The launch of the “Children’s Traffic Safety Education Guide” in collaboration with the China Children’s Press and Publication Group, which is guided by the Traffic Management Bureau of the Ministry of Public Security and funded by the China Charity Federation BMW Warm Heart Fund;
• The start of the writing process for the “Joyful Sports Guidebook”, which focuses on the capacity building of rural teachers and social volunteers to promote the healthy development of left-behind children and migrant children, also funded by the China Charity Federation BMW Warm Heart Fund
These two guidebooks provide volunteers, teachers, philanthropists and charity organizations with lesson plans and educational resources to address the lack of curriculum for children’s traffic safety education and physical education for left-behind children respectively, realizing the BMW CSR philosophy of enabling.
Mr. Goller, President and CEO of BMW Group Region China, said:“The BMW Group, as a responsible company and a pioneer of future mobility, has been innovating excellent products and pursuing sustainable development. We want to contribute to a better life for everyone, just as what the Chinese government has pledged to its people – better jobs, better environment, and better materials for living. CSR is part of BMW Group’s sustainable development. It is an extension of our business success. BMW Children’s Traffic Safety Education is a fine example of our CSR programs that demonstrates BMW Group’s business ethics and commitment to the society.”
Dr. Wieland, President and CEO of BMW Brilliance Automotive Ltd., said: “At BMW Brilliance we believe that for a company to grow from Good to Great, it must stand for more than just the sales performance and profitability. A Great company should also be a responsible company, which engages with society and social issue. The development of China Charity Federation BMW Warm Heart Fund in the past 10 years and its contributions fully demonstrate our long-term commitment to contributing to the Chinese society, and how we are engaging our stakeholders and inspire them to contribute to a better and brighter China.”
Mr. Bian Zhiwei, Secretary-General of the China Charity Federation, said: “Enterprises grow by creating wealth, and develop by taking responsibility. As BMW grows and develops, it is also creating opportunities for members of the society to participate in social welfare by leveraging its own extensive resources and the China Charity Federation BMW Warm Heart Fund. This is precisely the perfect example of sustainable CSR development. All enterprises are doing their best to grow in support of our national plans for poverty alleviation, but we have to also remember our responsibility - help those that need help to contribute to a better society.”
Responds to real social development needs, realizes long-term commitment to Chinese society
In 2005, BMW launched BMW Children’s Traffic Safety Education, kicking off BMW Corporate Social Responsibility in China. This year marks the 15th anniversary of the project; moving forward, BMW Children’s Traffic Safety Education will be producing the Children’s Traffic Safety Education Guide in collaboration with the China Children’s Press and Publication Group, guided by the Traffic Management Bureau of the Ministry of Public Security and funded by the China Charity Federation BMW Warm Heart Fund. This guidebook will provide practical children’s traffic safety education lesson plans and samples of volunteer activities for teachers and volunteers. This publication of this guidebook will promote the standardization of volunteer services and the development of children’s traffic safety education delivered by volunteers. At the same time, BMW will collaborate with local traffic police and authorized BMW dealers and BMW Warm Heart Customer Clubs to establish BMW Children’s Traffic Safety Ambassador training bases nationwide. The training bases will serve as a public platform to train volunteers to deliver children’s traffic safety education knowledge in schools and local communities.
Engages dealers, customers, associates and other stakeholders to create shared value for Chinese society
In 2008, BMW China and BMW Brilliance joined hands with the China Charity Federation to set up the China Charity Federation BMW Warm Heart Fund, marking a new phase for BMW Corporate Social Responsibility with broad stakeholder engagement. Funded by the China Charity Federation BMW Warm Heart Fund, BMW JOY Home is a BMW exclusive stakeholder engagement program. Since its launch in 2011, it has engaged nearly 10,000 BMW customers, authorized dealers and associates to participate in CSR activities. In 2017, BMW JOY Home completed its upgrade from charitable donations to the empowerment of its beneficiaries. Moving forward, the China Charity Federation BMW Warm Heart Fund is funding the “Joyful Sports Guide”, which is aimed at rural teachers and social volunteers, and contains 30 demonstration videos of joyful sports lessons to effectively help them develop appropriate sports games for children. At the same time, the guidebook will also be widely used by public volunteers as a guide for relevant social welfare activities.
While actively participating in BMW's CSR activities, BMW’s stakeholders also contribute to society and create shared value. Over the years, BMW warm-hearted customers have on their own initiative established 19 Warm Heart Customer Clubs in 18 cities nationwide. Motivated by BMW CSR, the Xi’an Xiyuehui BMW Warm Heart Customer Club transformed from a social organization into a non-profit organization and became officially registered as Xi’an Xiyuehui Student Charity Association this year – this is another successful example of BMW CSR stakeholder practice’s social outcome. BMW associates, as important stakeholders of BMW, are also very active in social welfare. BMW Shenyang Associate Social Responsibility program, for example, has been running for 10 years and made significant contributions to local communities. In order to guide associates to carry out corporate volunteer activities in a more systematic and standardized manner, BMW set up a BMW Corporate Volunteer Association to encourage more employees to become volunteers and contribute to the community, and work towards the sustainable development of the Chinese society with BMW.