CWDF, PepsiCo, Tmall Jointly Launch Charity Campaign for Needy Mothers

January 23, 2014  Editor: Sylvia Liu

CWDF, PepsiCo, Tmall Jointly Launch Charity Campaign for Needy Mothers
China Women's Development Foundation (CWDF), PepsiCo's Greater China Region and Tmall, business-to-consumer (B2C) online retail operated by Alibaba Group, jointly launch the charity campaign 'Bring Happiness Home 2014—Postal Parcel for Mothers' for Chinese needy mother in earlier January 2014 in eastern China's Shanghai Municipality. [gmw.cn]
China Women's Development Foundation (CWDF), PepsiCo's Greater China Region and Tmall, a business-to-consumer (B2C) online retail platform operated by the Alibaba Group, jointly launched the charity campaign 'Bring Happiness Home 2014—Postal Parcel for Mothers' for Chinese needy mothers earlier this month in east China's Shanghai Municipality.

The launch of the campaign marked the first time that a public charity organization, an enterprise and an online platform jointly contributed to a public welfare project in China.

The campaign is part of the Postal Parcel for Mothers charity project launched by the All-China Women's Federation (ACWF) and the CWDF. The world's food and beverage leader PepsiCo, CWDF and Tmall, will deliver charity parcels filled with daily necessities to poor mothers in remote mountainous areas in China so that they can have a warm and happy Chinese New Year.

The special thing about the campaign is its new charity model of collecting small donations from netizens. Young people are encouraged to donate at least 2 yuan (US$ 0.33) via PepsiCo's Tmall website (pepsi.tmall.com) towards the parcels. Every 200-yuan (US$ 31.78) in donations can buy a single parcel and the CWDF will distribute parcels every two or three days to the needy mothers. PepsiCo is going to donate 2,014 parcels to the poor mothers.

Two mothers from southwest China's Sichuan and Guizhou provinces were among the recipients of the first batch of parcels, and they were present at the launch ceremony in Shanghai to share their joy and gratitude with guests.

"The mothers in poor regions often cannot feel hope. We hope the parcel can give them confidence and hope in life," said Secretary General of the CWDF Qin Guoying, adding that the campaign will feature transparency and the public are encouraged to supervise the project.

"The theme of the campaign 'Bring Happiness Home' brings out the vision of PepsiCo, which means there is no difference, whether home is near or far, or whether happiness is big or small," explained Richard Lee, chief marketing officer of PepsiCo Greater China.

As an integral part of the campaign, China's largest online shopping platform Tmall expects to see a peak of the public's donations before the Spring Festival as people shop for new clothes and other items for the Chinese New Year and don't mind donating a yuan or two when they shop, according to Ping Chang, marketing director at Tmall. He also said the Alibaba Group was delighted to contribute to the public welfare activity, and the information of the donated parcels will be informed to the donors in due time.

Renowned Chinese actor Huang Xiaoming was appointed as the ambassador for the campaign, and served as a postman to personally deliver some parcels to needy rural mothers.

Taiwanese singer Jolin Tsai and Chinese actor Zhang Guoli were also present at the launch ceremony in Shanghai.

Launched in 2012, the Postal Parcel for Mothers charity project features transparent and convenient participation. Donors can purchase parcels containing 100 or 200 yuan (US$ 15.89 or 31.78) worth of basic necessities, such as washing powder and towels, through several channels, including post offices, the CWDF website, Internet service portal Tencent's charity channel and the Alipay online payment platform, to help mothers in poverty-stricken areas. In response, the donors will receive thank-you cards from the beneficiaries.

So far, the project has raised funds of more than 40 million yuan (US$ 6.54 million) and has distributed approximately 400,000 charity parcels to women in 29 provinces, autonomous regions and municipalities to help disadvantaged mothers and their families.

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