In addition to love, the most beautiful verb in the world is help, and if you combine the two most beautiful verbs in the world, love and help, it must bring hope. It is also the transmission of this hope that breaks the boundaries between people and makes everyone become each other's light.
Yes, passing on love to those in need and lighting up the light of hope is exactly what Jaguar Land Rover has long held on to in China.
In the early spring of the Tiger,000+2,000 meters above sea level, Yunnan Zhaotong Jaguar Land Rover Hope Primary School welcomed a group of guests from afar, Jaguar Land Rover joined hands with the education public welfare organization "Teach for China", and the volunteer "Love Group" jointly organized brought a special opening ceremony to the students. The rich and diverse fun puzzle games quickly narrowed the distance between the children and the "love group", and opened up a new hope for the new semester through a unique "Spring Festival Garden Party". In addition, Jaguar Land Rover also brought a special school-to-school gift to the children - "Dream Shop", and through a series of maker projects, it has inserted colorful wings for children's dreams, and the exploration of the commercial development of local intangible cultural heritage has explored an innovative path for sustainable development for the local economy.
"Dream Shop" builds new hope for dreams
For children living in the city, there will be all kinds of snacks in the mouth, a new set of toys, a delicate kung fu family elders will be happy to place orders, not to mention the stationery and various books needed for learning, parents will definitely be ready before the start of school.
But these things that we have long been accustomed to, in some remote mountain villages, have become rare things that children can not hope to get. Jaguar Land Rover's "Dream Shop" is to turn these long-standing rarity into children's daily routines at the Hope Primary School in the mountain village of Yunnan.
"Dream Shop" was officially unveiled, picture source: Jaguar Land Rover
"Dream Shop" and our common campus shop is not much different, the goods sold are all closely related to campus life, from stationery to toys to books to snacks, food, etc., including all the daily necessities that children need in school life, providing convenience for everyone to learn, entertainment and other aspects.
However, compared with ordinary campus shops, "Dream Shop" has two unique features: one is that the "payment" method is different, students can exchange "dream currency" for excellent performance in many aspects, and use "dream currency" to redeem various rewards in "dream shop"; the other is a different "supply" channel, "Dream Shop" is a public welfare project initiated by Jaguar Land Rover and jointly participated by caring owners across the country, and the goods in the shop are continuously updated through everyone's donations. South China Land Rover Story Club and Land Rover (Jiangsu) Club have responded positively for the first time and completed the first batch of material fundraising.
Through the "Dream Shop", we will see the love from all over the country, under the inspiration of Jaguar Land Rover, distributed to children through Jaguar Land Rover Hope Primary School. The setting of the "dream currency" also allows children to see more hope, their own needs can be obtained through excellent performance, so that children in remote mountainous areas can truly have their own "dream space".
Makers, love is more brilliant
In addition to solving the basic needs of education, the volunteer teachers of Jaguar Land Rover's "Dream Classroom" project also brought more creative interest classes and a new maker program, making Jaguar Land Rover Hope Primary School truly become a cradle for cultivating children's "moral, intellectual, physical and aesthetic" skills.
What kind of people to train is the primary issue of education, and leaders at all levels in our country have repeatedly stressed that the focus of China's education is to cultivate socialist builders and successors who can develop morally, intellectually, physically, aesthetically, and labor in an all-round way.
Since its association with Hope Primary School in 2014, Jaguar Land Rover has spent eight years continuously investing to ensure the continuous improvement of basic teaching facilities and teachers in the school, while also focusing on cultivating children's respective interests and hobbies, and looking forward to every child who comes out of Hope Primary School to become a social pillar of all-round development like children in big cities.
There is a little baker with a look, image source: Jaguar Land Rover
Up to now, Jaguar Land Rover and "Teach for China" to carry out the "Dream Classroom" volunteer teaching project, in the teaching content has been fully rolled out, especially after the introduction of the maker program in 2021, the children's after-school life has become more colorful. It is understood that the volunteer teachers (the project has sent 30 volunteer teachers to Jaguar Land Rover Hope Primary School) have given full play to their respective strengths and created maker projects such as Turf Drama Club, Little Baker, Painter, Meet English Corner, etc., in addition to learning the basic knowledge, comprehensively cultivate children's interest in drama, music, baking, painting and other aspects. Through a series of learning achievements display, children are encouraged to turn their interests into hobbies and give their dreams more brilliant possibilities.
Innovate public welfare and let love ride the wind
The purpose of public welfare is to pass on love and help those in need, but in addition to point-to-point direct material support, can we find more creative ways to cure the symptoms and the root causes, so that children in remote areas can get rid of poverty for a long time? In the process of helping the poor in Zhaotong, Yunnan Province, Jaguar Land Rover has also sought to help the local government change the possibility of commercialization.
In the long history of China's five thousand years, many historical and cultural treasures have been inherited, but there are also many local cultural heritages that have gradually faded out of our vision with the passage of time, and the horse tree red felt craft in Qiaojia County, Yunnan Province, is one of them. In 2014, Mashu red felt was included in the provincial intangible cultural heritage protection list of Yunnan Province, but the spread of this craft is still limited to the surrounding areas of Qiaojia County. As for the reason, it is also very clear, the process is complex, the difficulty is large, and the quality depends entirely on the experience accumulation of the producer, which seriously limits the spread of the red felt process.
The inheritors of the horse tree red felt skills demonstrate the production process, image source: Jaguar Land Rover
Enhancing the influence of the red felt craft and gradually commercializing it is both a feat of safeguarding intangible cultural heritage and injecting new vitality into the local economy. In 2019, the new Generation Range Rover Evoque, together with up-and-coming artist Lucy Sparrow and mumu Art Gallery, presented Lucy Sparrow's first Solo Exhibition in Asia, and a 1:1 felt version of the new Range Rover Evoque made by Lucy Sparrow was parked outside the exhibition, which quickly raised the public's attention to felt craftsmanship.
In addition, Jaguar Land Rover also invited professionals to conduct field research in Mashu Town, Qiaojia County, Zhaotong City, and shared the artistic value and commercialization ideas of red felt from a professional perspective to the inheritors of the skills. It is better to teach people to fish than to teach people to fish, jaguar Land Rover now has to bring "fish" and "fishing" technology all, is committed to exploring innovative ways to drive local economic development, stimulate the desire of funded people to change the status quo, and help fundees grasp new ideas for commercialization that benefits in the long run.
All men are good, and they are not self-praised but praised.
Mr Pan Qing and the children of Hope Primary School, image source: Jaguar Land Rover
Jaguar Land Rover's continuous efforts are exchanged for the children's pure smiling faces and their infinite possibilities for the future, in exchange for innovative ideas to help the local economic development. As Pan Qing, Global Director of Jaguar Land Rover, President and CEO of Jaguar Land Rover China, said: "Jaguar Land Rover will continue to unite partners, dealers, car owners, media and the public to continue to contribute to the all-round development and healthy growth of young people. More importantly, we will continue to deepen our efforts under the concept of sustainable development and continue to explore more possibilities for new public welfare models. ”