520 Social Responsibility Day campaign in China
Background
MAY 20th sounds like “I love you” in Chinese. In recent years, May 20th has been celebrated by
young people to express love to parents , friends and lovers. A several retailers will do
promotions from online to offline to meet the customers demand to buy gifts or prepare
surprise.
However,on May 20th, 2017, Dr. Guo Peiyuan, SynTao's General Manager and another 13
experts made an appeal: A big and responsible power cannot make sense without a “Social
Responsibility Day”, a responsible society need such kind of ceremony for the whole nation very
much, and they proposed to set up a special day for it — 520 Social Responsibility Day.This
proposal has received wide attention from all walks of life. 100 experts cosigned to join and 10
institutions took the lead to respond to the proposal and form the advocacy committee of 520
Social Responsibility Day (“520 Advocacy Committee” for short).
Gradually to forge 520 into a public-accepted thematic day, the Advocacy Committee launched
520 Social Responsibility Day campaign. ” The main mode of the project is: Enterprises join in to
drive public participation through launching series of brand activities. The project is trying to
break through the barriers in front of the two tasks: improving the development of corporate
social responsibility and improving the social responsibility accomplishment of citizens. This
campaign aims to involve sense of responsibility participation as the national popular culture.
Objectives
Brand the 520 campaign and output the IP projects under the campaign.
Enlarge the base group of the 520 advocacy.
Build cross-boundary dialogues and collaboration platform about the 520 social responsibility
day.
Promote the capacity of enterprise in society advocacy.
Gain policy supports for set up the 520 social responsibility day .
Project cycle and Radiation range
Project cycle：
May 2017 — June 2018
May 20, 2018 — May 21 520 Social Responsibility Day Campaign
Venue：
The campaign covers Beijing, Shanghai and Shenzhen. Maximum the leading advantage of the
local enterprises, driving wide participation.
Linked with the NGO partners, local medias and we-medias to motivate the public
participation widely and deeply.
Expand the range of impact through part of the online activities.
Action on 520 Social Responsibility Day
National Action of 520: National Social Responsibility-Practicing Project
Enhancing public advocacy of enterprises, benchmarking to “The Earth Hour” to forge the project
with IP attribution. Create projects that can be applied in companies operating through broad
public collecting, discussing and summarizing of the advocacy committee and creative workshops.
Project promotion will be in the form of toolkit for enterprise, expand public participation
through market channels led by the enterprise.
Enterprises Action of 520: Enterprise Social Advocacy Brand Campaign
To enhance public awareness of enterprise public projects, to sort out the original CSR projects of
the enterprises, to form distinctive public communication or social advocacy projects through
creative workshops and case consultation and to screen out them during the 520 campaign.
CSR communication of 520: the publication of corporate CSR reports
To enhance the impact of corporate CSR reporting, during the 520 we will provide a platform for
the enterprises to release CSR reports, taking the form of online and offline, sending the key
points and highlights of the reports to the public side through the 520 communication platform.
