Campaign details

Brand: Mercedes-Benz China
Agency: Ruder Finn Asia Limited

Background

The Mercedes-Benz Star Fund and UNESCO jointly launched the first "World Heritage Sites Sustainable Livelihood Project" in 2017, as Phase III (2017-2020) of their Green Legacy Program.

In accordance with international development goals and China's national strategies, this new Sustainable Livelihood Project not only focusses on environmental conservation, but also on the harmonious development between humans and nature.

The project will collaborate with 9 World Heritage Sites, benefiting over 160,000 residents.

The program's first three projects, which were begun in 2017 are:

  1. High Mountain Honey from Yo'on, one of the giant panda habitats in the Sichuan World Natural Heritage site, began in April 2017.