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In 2018, the upgraded "BMW JOY Home"

has achieved promising initial results

The BMW Joyful Sports Carnival has been held more than 10 times in BMW JOY Homes nationwide in year 2018. BMW JOY Home students and BMW volunteers play educational and enjoyable games, including football games in the activities. Near 300 BMW associates, car owners, dealers and media took part in the activities as volunteers, and made the children feel about the joy of growth and sports during play games. By the end of year 2018, 26 football teams have been set up in BMW JOY Home schools nationwide, and professional football training institutions have been invited to conduct the 5 to 10 days training programs 28 times for 25 football teams, benefiting near 900 students and teachers in BMW JOY Homes.

In June 2018, BMW launched the ¡°2018 Campus Football Teacher Training Program¡± in partnership with China Education Development Foundation, and has since provided training for nearly 400 PE teachers from primary and secondary schools in Urumqi, Wuhan, Guiyang, and Beijing.

In July 2018, the first BMW JOY Home Football Tournament Summer Camp was held in Shenyang; it is also the first football summer camp specially organized for left-behind and migrant children. 10 participating teams, from 10 provinces and autonomous regions including Qinghai, Xinjiang, Heilongjiang, and Ningxia, were selected from the 22 BMW JOY Home football teams nationwide. During the one-week summer camp, 100 primary school students between the ages of 9 to 12 as well as 20 physical education teachers received ¡°Joyful Football¡± skills training, took visits and competed for the championship in Shenyang.

Since the launch of BMW JOY Home in 2011, BMW has set up 68 BMW JOY Home schools in 29 provinces, municipalities and autonomous regions in China, and organized over 400 sessions of activities, benefiting more than 80,000 left-behind and migrant children. Nearly 10,000 BMW warm heart customers, dealers and associates participated in BMW JOY Home¡¯s volunteer service activities.

BMW JOY Home, which adopts an innovative ¡°Joyful Sports¡± education model and a sustainable operating model, provides sports classes and football guidance for China¡¯s mobile and left-behind children. Through professional training to improve physical education in the schools for mobile and left-behind children, this program also contributes to the development of the children¡¯s physical and mental health, and narrows the gap between underprivileged schools and urban schools. This program has been widely recognized by government departments, BMW stakeholders, the media and the public.

2017 BMW JOY Home Launched with Brand-new Concept

Joyful Sports

In 2017, the BMW JOY Home program upgraded from charitable donations to the empowerment of its beneficiaries through the launch of ¡°Joyful Football¡±, a program that aims to improve left-behind children's physical and mental health through various sports and advanced education concepts.

Since June, BMW together with NGOs and BMW warm-hearted car owners has fully implemented Joyful Sports. In June, 2017 BMW JOY Home Joyful Sports Training was held for nearly a hundred warm-hearted car owners and dealers. In August, the Joyful Sports Teacher Training was held with the participation of more than 60 principals and PE teachers. From October to December, BMW implemented a three-day Joyful Sports sample curriculum at 6 JOY Homes, and completed a 10-day in-depth children¡¯s football training camp at 5 JOY Homes. In November, more than 40 volunteers made up of BMW associates and the media organized a Joyful Sports Carnival for students from Beijing Xingzhi Primary School. And on December 8, the first BMW JOY Home¡¯s Joyful Football Beijing team was established at Shijingshan Hua¡¯ao School.

By 2018, BMW plans to set up at least 20 football teams at JOY Homes and hold interschool summer camps and football tournaments.

56 BMW JOY Homes have been established across 28 provinces in China. More than 400 activities have been held, benefiting more than 60,000 left-behind children.

2015 Art Theme Campaign

Paint for Future

China Charity Federation BMW Warm Heart Fund, together with BMW dealers, launched 2015 Art Theme Campaign - ¡°Paint for Future¡±. BMW associates, car owners and warm-hearted people were actively engaged to bring the long-term art curriculum to JOY Homes nationwide, guiding the children to think about their hometown, environment and future, and encouraging them to express their thoughts by painting. With the campaign, CCF BMW WHF advocated facing life with a more positive and happier attitude among all ¡°family members¡±, and inspired the art potential of the children in JOY Homes and help them grow up happily and healthily through professional guidance and practical support.

The art theme campaign was rolled out among dealers nationwide successively, engaging more than 500 warm heart car owners and volunteers to bring nearly 1,000 art lectures to the children in JOY Homes. The Art Exhibition themed ¡°1,000 Art Classes in JOY Homes¡± was held in Beijing, exhibiting 65 outstanding pieces of children¡¯s artwork.

2014 Marathon Theme Campaign

Run for Love

China Charity Federation BMW Warm Heart Fund launched 2014 Marathon Theme Event - ¡°Run for Love¡±. The BMW dealers across the country take part in this event, and 37 running groups were established. In this year, about 1,200 volunteers joined the journey of ¡°Run for Love¡± and ran over 10,000 kilometers with the children from BMW JOY Homes nationwide. Meanwhile, in BOCC, more than 20,000 people took part in this activity online to support the special little athletes of BMW JOY Home. And, about 100 little athletes were selected to join the 2014 Shanghai International Marathon race as the representatives of BMW Warm Heart Fund Joy Home.

2013 Environment Theme Campaign

Protecting our Plant Friends

In 2013, China Charity Federation BMW Warm Heart Fund launched the ¡°Protecting our Plant Friends¡± BMW JOY Home Children Care Program 2013 Theme Campaign nationwide. By looking at different species of plants across China, this program will encourage children to become interested in the natural world and environmental protection.

As part of this program, both JOY Home children and BMW customers participated in a series of environmental protection activities. These include: taking care of potted plants, visiting botanical gardens, and taking part in environmentally-themed photography contests. The campaign started in April. As of November, 33 dealers carried it out in their respective ¡°BMW JOY Homes¡±, and nearly 1,600 BMW customers and 2,500 students participated in the campaign.

2012 Warm Heart Sports Game

Cheer up the Olympics with Love

As the official partner of the 2012 London Olympic Games, BMW carried out a series of Olympic-themed activities around the world, including in China. With the aim of helping the children of BMW JOY Homes to feel the Olympic spirit and enjoy the pleasure of sports, China Charity Federation BMW Warm Heart Fund launched ¡°Cheer up the Olympics with Love¡±¡ªBMW JOY Home 2012 Warm Heart Sports Game.

BMW JOY Home Warm Heart Sports Game had three phases: dealer-level preliminary competitions; regional PK competitions; and the national-level final tournament. Through these layers of selection, twenty families from four regions were eventually selected to attend the national final tournament held in Beijing in July 2012.


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