Starbucks Coffee/Beijing Meida Coffee Company Ltd.
The first three years of a child's life form a critical foundation for health, personality, and learning abilities. To develop well at this crucial period, children need love, affection, and mental stimulation. But in China, economic circumstances and a lack of knowledge prevent many parents from giving young children the attention and mental stimulation they need. To address this situation, Starbucks Coffee places donation boxes at the counters of its 40 outlets in Beijing and Tianjin to collect money for UNICEF's Early Childhood Care and Development Center in Tianjin. The Center gives children from poor families with opportunities to play, and provides educational toys that stimulate early brain development. It also supplies information on the father's role in parenting and on good parenting practices in health, nutrition, and psychosocial stimulation. This is the first such collaboration between UNICEF and Starbucks, and it has inspired UNICEF's headquarters in New York to begin a global alliance with Starbucks worldwide.
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