BOEING: BUILDING A COMMUNITY AROUND DREAMS

In 2009, Boeing created a fund to support the “Soaring with Your Dream” project, an aviation education program for elementary schools in Beijing, China. The project was designed to cultivate young talent and generate interest in STEM (Science, Technology, Engineering, Mathematics) by engaging them in the thrill of modern aviation. The year-long program involved aviation science and creating handmade paper airplanes to inspire students’ enthusiasm for science and technology, as well as aerospace knowledge.
Boeing China developed a local twist to the global market initiative by collaborating with local partners to ensure Boeing would have the access and scale needed to launch the “Soaring with Your Dream” project locally. An ongoing communication strategy was crafted to ensure continuous coverage in key media outlets. Over 1,000 elementary schools in Beijing, a total of 66,000 students, participated. Strong, continuous media coverage was achieved throughout the campaign, garnering more than 100 print stories to reach a unique daily readership of millions in and around Beijing. The campaign was chosen as a finalist in the prestigious 2013 U.S. Secretary of State Award for Corporate Excellence. “Soaring with your Dreams” won the CAN Alliance Annual Award 2014 for Social Responsibility (China).