Bright Dairy: Demonstrate social responsibility with charitable activities

Liu Xiaohui Published at the entrust from Security Times

Information by this paper: Recently, Bright Dairy (600597 Stock bar, Market, Information, Main transactions) has launched the Come on! 2008 Happy Sports Action of Hope Project jointly with China Youth Development Foundation and Oriental TV, for the purpose to mobilize social forces and recruite fund of 300 million yuan, to provide basic sports equipment for over 14000 Hope primary schools in the country.

As the only charity supporter for Happy Sports Action of Hope Project , Bright Dairy has staged major cities in East China with the large scale charity tour Go on for 2008 with love since mid May, and the promotional campaign with the same theme will also be launched in the main outlets in major cities over the country starting from June 1.

As disclosed by Gong Yanqi, director of public affairs of Bright Dairy, the theme connotation of the charity campaign of Bright Go on for 2008 with love was previously Go on for Olympics with love , but after the May 12 disaster, it was added with content for disaster relief, and now the theme connotation has been officially changed to Go on for 2008 with love, and go on for China! .

The psychological reconstruction after a disaster is a relatively long process. Some children may step out of the shadow in a short period of time, while others may take several years, or even a dozen or several dozens of years, Gong Yanqi, who was awarded with Master degree on psychology early in Japan, pointed out.

They need no world-shaking care and love, but persistent bits. The spiritual connotation in sports and games, that is firm, optimistic, fighting, never giving up, undaunted by repeated setbacks and making determined and persistent efforts, will be of great help to the physical and psychological recovery of children in disaster-hit areas.

According to Li Ke, marketing director of Bright Dairy, at every place of Go on for 2008 with love tour performance, not only charity sale was conducted at the e+ charity refueling station , Changyou cheerful refueling station , Chinese prescription health promotion refueling station and AB100 protection force refueling station , to collect charity money for sports equipment for Hope primary schools, but also theme games Go on for 2008! and interesting sports activities were staged.

After this disaster, many people and enterprises moved us very much with their actions, and Bright salute to thrm. I also salute to all employees of Bright, and acclaim for them. As revealed by Guo Benheng, CEO of Bright Dairy, Chengdu Branch of Bright is one of the disaster-hit enterprises in this earthquake, but the headquarters decided after emergency discussion to donate high quality milk with a value of 1 million yuan and deliver it to the disaster-hit area in the first time, to provide healthy food for the survivors to increase their immunity; the Chengdu Plang of Bright also worked hard to restore production day and night, and produced large amount of products and donated them to the victims of the disaster.

At present, Chengdu Bright are going all out in the relief work with employees and products.

The goal of Bright Dairy in this aspect is to be an excellent enterprise citizen exercising overall social accountability . To Guo Benheng, to an enterprise citizen, the overall social accountability is not limited to just donating money and materials. It includes the economic and social responsibilities on the consumers, employees, shareholders, communities, government and environment, and can be divided into two main levels: the first is the fundamental compulsory social responsibilities required by laws and regulations; and the second is the spontaneous social responsibilities as required by ethics and value, such as higher environmental protection requirements, higher quality standard and charity.

As reported, Bright has chosen to implement its social accountability by ensuring the first level in overall social accountability, and striving to advance to the second level, that is, spontaneous social responsibilities as required by ethics and value, including higher environmental protection requirements, higher quality standard and charity.