UNICEF has been cooperating with the China Association of Science and Technology (CAST) to address the rights of the out-of-school children since the 1980’s. The project aims to actively engage out-of-school adolescents in sport-related activities to develop essential life skills such as team building, cooperation, leadership, decision making and skills on protection from risks and reduction of vulnerability.
Starting from 2005, Audi China sponsored a fundraising project: ‘Audi Driving Dreams’, in order to support UNICEF efforts to provide children with access to sports, recreational activities and a variety of activity-based lessons, through which they can realize their fullest potential within society. Approximately 100,000 children have benefited from this project, over the 5 years of the collaboration. The innovative use of sports as a strategy for promoting life-skills development among of out-of-school children and adolescents brought about a marked change in the target group.
By the end of 2009, Audi has contributed over US$1 million to this non-formal education project. Audi has mobilized its employees, 130 car dealers, consumers and business partners across the country to contribute to fundraising for their joint project with UNICEF.
During the 2008 Sichuan earthquake emergency, Audi donated US$2,205,107 for UNICEF’s relief effort and long-term recovery needs of children ($ 453,680 has been earmarked for long-term development).
|‘Audi Driving Dreams’ campaign logo to support UNICEF|
The AUDI brand is part of the Volkswagen Group. AUDI entered China in 1986 as the first global premium car brand. UNICEF engaged with Audi in 2006 (for regular program) and 2008 (for emergency) respectively.
At present, Audi's dealer network covers 87 cities and includes 123 dealers in China. It has also established a high-end service network with the largest scale with the widest coverage. In the 2006, Chinese automobile sales satisfaction index (SSI) survey report Audi ranked first among the 31 high-end brands.
A VOLKSWAGEN Beijing Office was established in 1996; the FAW-VW Audi Sales Division was established in 2006 in Changchun, a north-eastern city in China.