Volkswagen Green Future Environmental Education Initiative

This is Volkswagen Group China’s first long-term CSR campaign initiated by Ruder Finn Beijing.

Partner: Center for Environmental Education & Communication (CEEC) of the Ministry of Environmental Protection.

Period: 2007-2009 (three-year campaign).

The Program provides an effective communication platform for employees and senior executives and positions VGC as reliable partner of China.

Key Activities include environmental education events in Green Schools, Green Future composition competition, promotion posters, winning students German visit.

RFA’s role was to create the campaign and negotiate with partners, liaise with central and local government agencies, message development and overall project management.

Achieved in-depth reportage in mainstream media including People’s Daily, China Youth Daily, Economic Daily, Guangming Daily.

Objective: Volkswagen is conducting an environmental campaign in China (this objective was set by the client in the first year of the campaign).