Oreo joins hands with Alipay to support rural area’s preschool education | 2019 Press Releases | China | Mondelez International, Inc.

Oreo joins hands with Alipay to support rural area’s preschool education

It now becomes the “morning rituals” of many young people to collect “energy” from Alipay's "Ant Forest" and “feed chickens” in the "Ant Farm". These interesting applets on Alipay are so attractive not only because they are fun and good for socializing, but also because they enable people to participate in philanthropy activities.

On April 24, Oreo, a brand of Mondelēz, worked with Alipay and called on Oreo fans and Alipay users to participate in the "Rural Pre-School Education Project” initiated by the China Development Research Foundation (CDRF) on Alipay's applet "Ant Farm", so as to show their love for the children in remote mountain areas. This is the first time for a brand to team up with Alipay to promote a "digital public welfare" campaign.

Poverty alleviation is an important part of China's public welfare undertakings, and education development in poverty-stricken areas is an important way to block the intergenerational transmission of poverty. Related studies showed that children in poverty-stricken rural areas lack opportunities for early education, and the enrollment rate of 3-year preschool education is much lower than that in cities. The study by the CDRF further indicated that due to the lack of resources for preschool education, the language and cognitive abilities of impoverished rural children are 40-60% lower than those of urban children in kindergartens. Some enterprises have helped improve the learning and living conditions for students accepting compulsory education in remote villages through donations. But the problem with preschool education has not received enough attention and proper resolution.

Given this, Oreo joined hands with Alipay and called on Oreo fans and Alipay users to participate in the "Rural Preschool Education Project" public welfare project initiated by the CDRF on the "Ant Farm". Users can show their love by making donations on this applet, while Mondelēz China will make a donation equivalent to the amount donated by the fans and users to Funing County, Yunnan Province. These donations will be used to set up kindergartens in local mountain villages, subsidize teachers' life, and cover the costs of furnishings, activities, teaching aids and related training.