In collaboration with the China Children and Teen-agers’ Fund (CCTF), the Guangming Dairy Company has launched a two-month roadshow which will cover rural provinces and 11 cities across China. Eye specialists will accompany the roadshow to offer help in diagnosing the affliction in underpriveleged children, while providing free health checkups.
“The roadshow reinforces Guangming not only as a big local brand, but as a representation of the fact that a large organisation can and should be socially responsible,” said Peter Tan of PL Communications, which is handling communications.
While Guangming has been philanthropically involved in CSR causes in the past, it has only recently chosen to become specifically affiliated with a campaign to treat amblyopia. “The traditional advertising noise level is pretty high and so Guangming Dairy is putting leadership into action rather than just giving donations,” said Tan.
“That’s why the company decided to put on a roadshow to raise awareness — in other words, really putting their people on the ground to identify these children. So it is more or less a combined effort to undertake this.”
As part of the roadshow, Guangming Dairy is sponsoring its own vehicle and is encouraging employees to contribute to the cause.
