Adidas Takes Advantage Of Sports And Pays Attention To Rural Children'S Development

< p > > a href= "http://www.91se91.com/news/index_c.asp" > Adidas < /a > (Adidas) as "a href=" http://www.91se91.com/news/index_c.asp "sports brand < /a" is well known all over the world. In fulfilling its social responsibilities, Adidas has positioned its strategic target of CSR as one of its consumer groups - children.

Through cooperation with community organizations, the project will be "beneficial to children; exercise as a tool for development and change; encourage employees to participate in volunteer service" as its basic condition.

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< p > at present, corporate social responsibility has become a long-term strategy for Adidas group's sustainable development in China.

The Adidas children's children's development program, which promotes the education and development of preschool children in Shaanxi, is the most important public welfare project launched by the company in China.

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< p > < strong > early childhood care and development < /strong > < /p >

< p > Adidas group has been working with the international non profit organization children's benefit association (a href= "http://www.91se91.com/news/index_cj.asp" > Right to Play < /a) since 2008 to implement the Adidas children's fun club children's development plan, providing early childhood care and development (Early Childcare and) for the pre-school children in Ningqiang County, Shaanxi Province, affected by the 2008 Wenchuan earthquake.

Today, the focus of the project has shifted from post disaster relief to sustainable development in the growth stage, making the community's future better.

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< p > the goal of this project is to promote recreational activities and games in children in Ningqiang County through the cooperation with children's benefit association, and promote the behavior change and overall development of rural children in Ningqiang County, such as self-confidence, communication and cooperation spirit, and at the same time enhance the ability of local service providers (such as teachers).

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< p > with a fixed ECCD center and children's early education caravan, preschool children in Ningqiang County can receive high quality care and development services for children.

The ECCD center serves all the children in the town, while the children's early education caravans serve children in remote mountainous areas.

The combination of the two forms a ECCD service network to help more rural children benefit from it.

Compared to the implementation of the project, the number of people enjoying ECCD services in Ningping county has increased by 52%.

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< p > volunteers from all over Xi'an first arrived in Xi'an for one and a half days of training, then drove 10 hours to reach Ningqiang County, and then performed sports and games activities with pre-school children in the next two days.

In 2012, Adidas first invited 9 consumers to participate in volunteer activities. They shared their activities in a timely manner through the media platform, which aroused great repercussions in Adidas consumer groups.

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< p > < strong > influence and measurement < /strong > /p >

< p > Xu Tingqiang is a six year old boy in Yuquan Ba village, Ningqiang County.

Because of his natural disability, he looks only three when he is six years old.

Unlike other children, he did not want to talk to others and did not want to take part in ECCD center activities at first.

But after a while, with the help of the children's fun club, his teacher began to lead the children to play games and divide the children into groups.

In this way, Xu Tingqiang had the opportunity to talk and cooperate with other children in the group.

Slowly, Xu Tingqiang's behavior began to change. His parents said he was more willing to talk with others and become more outgoing.

The teachers also noticed that he was willing to talk with others and play with others.

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< p > this is just one of many cases. How to understand the benefits and effects of project investment? < /p >

< p > Adidas adopted a model developed by the London benchmark group (LBG) to help companies and their partners track input, output and long-term impact.

LBG is a team of many companies around the world dedicated to measuring the effectiveness of community investment. Its model provides a clear and consistent approach that can be used to assess community contributions and help companies better understand the business and community advantages of community investment.

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< p > children's Music Association and Adidas group adopt some quantitative and qualitative key performance indicators (KPI) to measure the success of the project.

Qualitative KPI focuses on: (1) the overall development of children's physical, social, cognitive and emotional aspects; (2) the improvement of ECCD staff, child parents and health workers; (3) the further recognition of the core principles of Adidas group and the improvement of personal skills by employee volunteers.

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