Due to economic growth and a rising global population, today's society faces the challenges posed by scarce resources. We believe that we can play a part in overcoming this challenge. The BMW Group has a wealth of engineering expertise and knows how to turn innovations into market reality. We can also offer our experience in recycling and sustainable raw material extraction.
Preventing intercultural conflict and social instability is another global challenge. As a company that is active in over 140 countries, intercultural understanding is an integral part of our day-to-day work. Many of the markets we serve are characterised by high levels of inequality. We know what is really happening in these regions. This is why we believe we can contribute towards more intercultural understanding and social inclusion.
We aim to be a good corporate citizen by focusing our Corprate Citizenship activities on these two areas. We also believe that our Corprate Citizenship activities will enable us to gain new expertise which, in turn, will be of benefit to our core business.
Our commitment in this area is based on the principle of "helping people help themselves". Our solutions are internationally transferable and will have tangible long-term effects. In addition to our two global themes, we will continue to carry out Corprate Citizenship activities in the neighbourhoods around our locations in order to make a contribution towards community development at a local level. Corporate Communications in close collaboration with the department for sustainability strategy and control is responsible for managing our social commitment activities.
MANAGING SOCIAL RESPONSIBILITY ACTIVITIES
The job of managing our social responsibility activities lies with central Corporate Communications in close cooperation with the people responsible for sustainability strategy. Local initiatives are taken care of by local production and sales organisations, although the focus of these is agreed upon with Group headquarters. We are also active in corporate networks, such as UPJ (the German national network of engaged businesses and non-profit intermediary organisations) and WIE (Wirtschaft. Initiative. Engagement – Business. Initiative. Commitment), where we are committed to promoting cross-sector collaborations. Since 2010, we have been measuring the results of our CSR activities using the so-called iooi method, which was developed in cooperation with other DAX-listed corporations in a working group established by the Bertelsmann Foundation.
In 2012, we spent a total of €31,978,858 million on our Corporate Citizenship activities. €9,637,598 million of this took the form of donations. Figures 31 and 32 show how these funds were allocated to our various areas of focus.
CSR ACTIVITIES AT A LOCAL LEVEL
The BMW Group has 29 manufacturing and assembly plants in 14 countries. Our sales network is made up of 42 National Sales Companies. Wherever we are represented in the world, we are committed to social responsibility. While our local activities generally follow strategic guidelines, we also provide immediate assistance when major disasters occur. In 2011, for example, we donated €1 million to the victims of the earthquake in Japan via the Japanese Red Cross and "Save the Children".
Our disaster relief activities have sometimes evolved into longer-term commitments as well. One example of this is the BMW Warm Heart Fund, which was established by the BMW China and Brilliance Automotive joint venture partners in 2008 to provide aid and support development in the Sichuan province, where 80,000 people died and around 400,000 were injured in an earthquake.
With start-up capital of €930,000 provided by the BMW Group, the BMW Warm Heart Fund in China went on to collect donations totalling RMB 78.6 million in June 2012. This money goes towards funding education, culture, environmental protection and social programmes. For instance, the BMW Joy Home childcare programme was set up in 2011 to help children from economically disadvantaged regions to develop their potential. Each Joy Home has 10,000 books as well as computers and sports equipment. By the end of 2012, Joy Homes had been established at 52 Chinese schools. Over 50,000 children have taken part in the programme.
Another example of our activities at local level is South Africa, where we have had a production facility in Rosslyn since 1975. Almost one in five people there have HIV/AIDS. To combat this, the BMW Group introduced a HIV/AIDS programme to test employees and their families at their workplace and provide them with medical care.
We also support a community centre that combats AIDS in Soshanguve (not far from the Rosslyn plant). The number of patients treated there has increased from 5,000 to 7,500 per month since 2011. We founded the BMW Y-Center in Knysna in collaboration with the LoveLife organisation. The centre offers education and sports programmes as well as advice on AIDS prevention all under one roof. Up to 6,000 young people come to the centre each month.
Each year, a significant amount of money is raised by the Vienna Life Ball for the fight against HIV/AIDS. As one of the largest charity events in Europe, the Vienna Life Ball is working to beat this pandemic. Every year since 2000, the BMW Group has donated a special MINI to the event, created by a renowned designer. It is auctioned for charity after the ball is over. To date, the auctioning of these one-off MINIs has raised over €500,000 for the fight against HIV/AIDS.
The BMW Family Day was a great success in 2012, with around 75,000 visitors and an infotainment and entertainment programme at all locations in Munich. Over 4,000 employees helped organise the event, and they all worked for free. The €250,000 they would have normally earned for the hours worked went to five non-profit organisations: Diakonie Hasenbergl und Moosach, Arche Moosach-Allach e.V., Förderverein Kindernotarzt e.V., Klinik Clowns e.V. as well as Björn-Schulz Stiftung.
Since August 2012, the emergency vehicle that the BMW Group donated to the Munich children's emergency services has been on the road 24/7. The BMW X3 xDrive 20d was specially equipped for medical emergencies and has done 2,800 trips so far. In around 25% of these cases, on-call paediatricians arrive at the scene before the ambulances or fire brigade, and can provide essential first aid support.
REWARDING EMPLOYEE COMMITMENT
In 2011, the BMW Group award for employee social responsibility went nationwide in Germany for the first time. In 2012, it went global and employees worldwide could apply. This award is the company's way of thanking those employees who do voluntary work. A total of 131 projects from 14 countries went up for the award. The Doppelfeld-Stiftung also awarded a special prize in 2012 again. This award was set up explicitly for young employees. At a ceremony in the BMW museum, two projects from Panama and South Africa and one from Germany were presented with the award, receiving a financial donation of –15,000 in total to support their future work. The special prize of €5,000 went to a French employee.