at a state-owned company social responsibility conference held by sasac, on nov 11, 2012, “a bluestar summer camp, a 22-year-old brand” got a csr award for excellence for elaborating on how bluestar knits together its employees, company and society, starting with the children. it gives the initial reason for establishing the summer camp and introduces the work to build a systematic sustainable social responsibility project using the company’s cultural heritage. the camp was pushed by the gm, ren jianxin, in 1990 to let bluestar employees’ children have a more meaningful summer. it has had 22 sessions by now, and has accumulated lots of input. this year, more than 1,100 members from 12 countries joined the summer camp, and it was held in 19 chinese cities at the same time, for 20 days. the very first session had only 11 campers, and lasted for just seven days. these days, the summer camp has become part of a social responsibility system with special organization, continuing financial support, various themes, and professional personnel. it is involved with the growth of the next generation and helps the company keep its talented personnel. the summer camp is an innovative approach to using the bluestar corporate culture, an effective way to pass on bluestar culture to the next generation, and a new approach to communication between overseas and domestic companies. the camp is the only one of its kind in china for employees’ children and, as a brand, enjoys a good reputation and has played an important role in spreading the enterprise culture, promoting intergenerational connections, and integrating chinese and foreign culture.
source: communication office