World Autism Day is celebrated on April 2 every year. Autism is a pervasive developmental disorder caused by social communication disorders, as well as repetitive stereotyped behaviors and ways of thinking. People with autism may be different from ordinary people in perceiving the world and expressing emotions, just like stars in the sky, twinkling alone, so they are also called "children from the stars". It is estimated that there are more than 10 million people with autism spectrum disorder in mainland China. Behind the autism group, it is "difficult to move an inch" into society, and it is a process of "acceptance" and "integration" throughout their lives.
From March 30th to April 22nd, Kaisa Commercial held a nationwide self-created public welfare IP marketing campaign "Earth Action Alliance 6 - Make Life More Warm". Kaisa's three major sectors, namely commerce, culture, sports and technology, and hotel, have once again joined hands with One Foundation to launch a series of warm, affectionate and positive energy actions in 37 projects in 18 cities across the country, with the theme of caring for autistic groups. Through a variety of public welfare activities, full-platform joint publicity, diversified fundraising advocacy, cooperation with the government and social institutions, to provide employment assistance for families with autism, etc., to build a bridge of love for them.
Make life warmer: Earth Actors Alliance event screen
Communion and symbiosis, not only this sky blue
At 3 p.m. on March 30, the main venue, Songshan Lake Jiafentiandi, held the launching ceremony of the "Earth Actors Alliance 6". Tang Jianlin, Deputy Director of Dongguan Songshan Lake Social Affairs Bureau, Shan Ruiqiang, Deputy Secretary of the Party Committee of Songshan Lake Central Area, Li Gangquan, Commercial Vice President of Kaisa Commercial Liquor Group, Sha Lei, Assistant Secretary-General of One Foundation, Feng Zhugang, Assistant General Manager of Dongguan University Innovation City Construction and Development Co., Ltd., and more than 100 people attended the ceremony, including Dongguan Rehabilitation Hospital, Dongguan Rehabilitation Experimental School, Songshan Lake volunteer teams, shopping mall brand tenants, and media. The guests wore blue ribbons symbolizing tolerance to express their love and respect for the autistic community.
Group photo of guests at the main venue
At the launching ceremony, Shan Ruiqiang, deputy secretary of the Party Committee of Dongguan Songshan Lake Central Area, made a donation on behalf of the government, and provided autism rehabilitation courses and teaching aids to Dongguan Rehabilitation Hospital and Dongguan Rehabilitation Experimental School respectively, expressing his concern and support for autistic children with practical actions. At the same time, he invited and encouraged more people from the community to participate in public welfare activities to care for children with autism and jointly promote the development of public welfare and charity. The guests actively participated in the exchange and interaction, and they called on the whole society to work together to support and understand the autistic community and their families, and to light a beacon for these children to move forward.
Address by the representative of the Government
A short popular science film on the theme of autism at the scene allowed more people to have a further understanding of the autism community. Due to the existence of different degrees of social skills and communication skills, it is difficult for most people with autism to live as comfortably as ordinary people. Li Gangquan, Vice President of Commercial of Kaisa Commercial Liquor Group, shared his understanding of helping autistic groups: "Compared with disseminating autism-related knowledge and breaking the public's prejudice against this group, I think it is more important to use practical actions to help them and improve their ability to integrate into society." Next, Kaisa Commercial will also join hands with One Foundation to officially launch the annual public welfare advocacy cooperation, jointly expand the new realm of public welfare empowerment, light up the spark of charity with the power of the platform, and jointly create a new height of social responsibility.
Cross-border interaction allows public welfare to quickly break the circle
Public welfare needs vivid and interesting content output, so as to stimulate more public's goodwill and willingness to actively disseminate, so that love and goodwill can be continuously transmitted. Kaisa Commercial cooperated with emerging illustrator Yu Mutong ISA to launch the "Make Life More Warm: Illustration Interactive Exhibition" in the commercial space, giving the concept of public welfare a more artistic appeal.
Songshan Lake Jiafen World activity site
The event lasted for 30 days, and the interactive exhibition area set up scenes such as autism science popularization area, autism children's painting exhibition, wish wall interactive area, public welfare selfie area, and charity sale donation area. 30 paintings from the "Star Children" and 42 unique "Star Language" build an ideal life for the children from the stars. Taking content as the cornerstone of communication and interaction as the way of communication, making public welfare more emotional value and communication efficiency is the important significance that this interactive exhibition brings to the public.
Emerging illustrator Yu Mutong ISA Illustration Interactive Exhibition
In order to call on more people to pay attention to, understand and care for the autism community, Kaisa Commercial Business in operation projects assume the role of charity resource linker, provider and integrator, and from now until April 22, each project will carry out a series of related activities.
Shenzhen Buji Kaisa Plaza will join hands with Shenzhen Autism Research Association and Buji Street Office of Longgang District to specially plan a movie viewing experience of "Kung Fu Panda 4" for autistic families, so that they can feel innocence and happiness in the story of light and shadow;
Guangzhou Kaisa Plaza and YARIDO jointly held a charity flash mob, calling on customers to check in the "Make Life More Warm: Illustration Interactive Exhibition", speak for the children from the stars, and donate 1 yuan to redeem YARITO, and the donated amount will be distributed to the community fund according to a certain proportion;
Huizhou Kaisa Plaza cooperates with the local Xingwang Parents Mutual Aid Association for the Mentally Handicapped, Rongshu Home Health Park Center, Xihan'er Car Wash Center, and Urban Disabled Persons' Federation to provide a sharing platform for people with autism and their families, where they can exchange valuable experiences on how to better integrate into society and explore the colorful possibilities of life together.
Dalian Kaisa Plaza and Dalian Chenguang Academy Autism Rehabilitation Service Center will jointly hold a small noodle teacher activity, inviting autistic children to make handmade toys and learn to make dumplings with volunteers here, so that children can feel the fun of creation and the warmth of society through these warm and interactive activities.
Anshan Kaisa Plaza cooperated with Anshan Qizhi School to carry out donation activities to care for people with autism, and invited children with autism to participate in public welfare bazaar experience activities to provide children with more environment for social contact.
Shenyang Kaisa Plaza, together with Shenyang Calligraphers Association and Hanmo Tan Calligraphy School, carried out on-site calligraphy and painting creation charity donations;
Changsha Kaisa Plaza teamed up with Yi Yang Qianxi Fan Group to raise funds for public welfare projects, and invited autistic children and caring people to watch movies for free;
These well-planned activities not only provide a safe and relaxing environment for people with autism and their families, but also inject warmth and care into every detail, so that the power of love flows on the scene and warms every heart.
A series of activities to focus on autism groups
Take responsibility and continue to deliver positive energy
As an annual public welfare activity of Kaisa Business, the "Earth Actors Alliance" has been successfully held for 6 consecutive years. In 2019, the first event supported "Earth Hour" with a lights-out ceremony, calling on the public to "change the future with action and be a hero of the earth", in 2020, under the epidemic situation, online cross-border health and environmental protection theme activities were used to implement the scientific spirit of epidemic prevention, and in 2021, to protect biodiversity, In 2022, we joined hands with Ant Forest to jointly advocate the concept of green life through online and offline matrix linkage, and in 2023, we launched a water purification plan to strengthen people's support and attention to the protection of the water environment. With keen market insight and diversified and valuable communication methods, Kaisa Commercial has successfully turned this public welfare event into a benchmark activity for green, low-carbon, environmental protection, and sustainable development of people and society in the industry.
Posters of previous Earth Action Coalition events
In the future, Kaisa Commercial will continue to give full play to its operational advantages in aggregating multi-channel resources, fulfill its public welfare mission, and create greater positive value and positive impact for the society.