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Heifer China Partners with Ruder Finn for Integrated Communications in China


Shanghai. Ruder Finn has signed an agreement with Heifer China, a major international non-profit organization, to be their official Communications Partner to provide integrated communications for China in digital and traditional PR. The partnership was established on the basis of both partners' commitment to charity work, social responsibility and sustainable development.

Ruder Finn first worked with Heifer China in 2008 through one of the agency's clients for a project in Yunnan Province, where Heifer China was active. Elan Shou, EVP & Managing Director of Ruder Finn Greater China has been invited to be on the Advisory Council of Heifer China.

Heifer International is one of the world's leading NGOs and is currently working in more than 30 countries. March 2015 marked Heifer China's 30 years in China and, during that period, Heifer China has helped more than 100,000 needy families. In 2014, Heifer China announced a plan to help one million needy families within ten years between 2014 and 2023. Heifer China will focus on developing the Propoor WealthCreating Value Chain to help families get sustainable income and earn a livelihood through their participation in environmental-friendly animal farming, product marketing and cooperative construction.

Since the early 1950s, Ruder Finn has recognized the importance of social responsibility in public relations and its impact on business. Ruder Finn Asia's CSR team was created more than a decade ago at a time when there was increased government and corporate interest in CSR, but very limited public interest. In China, Ruder Finn was the only PR firm to have the foresight and initiative to assemble a dedicated CSR team to develop programs with both multinational and local companies. In 2008, Ruder Finn partnered with the prestigious Tsinghua University to establish the Tsinghua-Ruder Finn CSR Five-Year Program to build an effective communications platform involving the government, NGOs and business sectors. The partnership resulted in the publication of the CSR Index Report for the Fast Moving Consumer Goods (FMCG) and automobile industries, and the CSR Leadership Initiative, which is aimed at strengthening academic debate and business practices in the CSR field. Ruder Finn has also established a partnership with CSR Asia since 2008 and is the official communications advisor for the annual CSR Asia Summit, the leading conference on corporate social responsibility in Asia. As part as its commitment to CSR, Ruder Finn is also supporting the launch of ‘Global Alert’, an online tool created by Ocean Recovery Alliance, that helps map the plastic debris hotspots on riverways, allowing them to be captured before they reach the oceans.

“The amazing goal of Heifer China to help one million families out of poverty really hits the core of what Ruder Finn believes in,” Elan Shou, Executive Vice President, Managing Director of Ruder Finn Greater China said. “We are proud to be part of such a major undertaking and will certainly use our resources and network to achieve it.”

Chen Taiyong, Country Director of Heifer China said, “It is a great privilege for Heifer China to have Ruder Finn join with us in our quest to end poverty. With Ruder Finn's communications resources and its extensive network, my team and I feel more confident about being able to achieve our ambitious goal to help one million families build a sustainable livelihood.“

About Heifer International

Heifer International was founded in 1944 as a non-profit organization. For 71 years, Heifer International has provided livestock and environmentally sound agricultural training to improve the lives of those who struggle daily for reliable sources of food and income. Heifer is currently working in more than 30 countries to help families and communities become self-reliant and more than 22.6 million families have been assisted directly and indirectly. In 2004, Heifer International won the world's largest humanitarian prize – the Conrad. N. Hilton Humanitarian Prize. Heifer China was among the five participating country programs of Heifer International to win this award. For more information, please visit www.heifer.org

About Heifer China

Heifer debuted in China in 1984 and its program officially began in 1985. In 2008 and 2011, Heifer China registered in China as Sichuan Haihui Poverty Alleviation Service Center and Shanghai Haihui Community Livelihood Development Center respectively. Heifer China has given more than 6 million head of livestock and help end poverty to over 100,000 needy families in 16 provinces, cities, and autonomous regions in China over the past 30 years. Recipient families promise to “pass on the gift” by sharing their livestock’s offspring or their gift money, skills and knowledge to other families in need so that the whole community will benefit. Through a new model – a value chain designed to end poverty and create happiness – a systematic, precise and sustainable model that integrates scaled development, industry upgrade, a cooperative society and a sustainable value chain, Heifer China aims to help one million needy families in China within ten years between 2014 and 2023. In 2013, Heifer project won the gold medal of the second China Public Welfare Project Contest. For more information, please visit www.heiferchina.org