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AUDI/UNICEF Driving Dreams Program

 AUDI/UNICEF Driving Dreams Program
Project

This is the first CSR program since Audi entered into China. Partner: UNICEF CHINA, China Association for Science & Technology (CAST). Period: 2006-2010 (five-year campaign)

Driving Dreams Program - an effective communication platform for involving in all Audi’s stakeholders and Promoting Audi’s brand image

Key Activities includes life & livelihood training for out-of-school children, fundraising gala dinners, field visits together with celebrities, dealers & employees, summer camp & outward bound training for out-of-school children.

RFA’s Role was to create the campaign & negotiate with partners, liaison with government agencies, overall project management and promotions.

RFA received awards from Asia Pacific PR Award in 2006 and Silver Award winning case for CIPRA Best PR Cases in 2008.

Raised US$3 million through fundraising gala dinners to benefit out-of-school children in 10 western China provinces and 300 positive media hits with AVE of about 5 million RMB by 2008.

All Audi stakeholders incl. dealers, partners, employees, media were actively involved in the project.
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