TO BE ADDED

Weekly meeting

I still remember the first day I was taking the weekly meeting and introduce myself that I was the intern come from China; all of my colleagues applaud the arrival of mine. Every Monday, the UNAIDS has a weekly routine meeting, the colleagues in different functional departments from different countries sit together discussing some important issues as well as summing up last week’s work. In the end, everyone takes turns to report the weekly work plan; as an intern, I am surely not the exception. Every time I appreciate that all the colleagues working in a harmonious environment in UN, the entire meeting from start to the end is always full of heated discussions and cheerful laughter.

Workshop

During the three-month internship, my supervisor arranges me to participate many workshops in different UN agencies, which enriched my experience and make much more progress. Which impress me most was a training on HIV prevention to all UN staff, this workshop also showed me how to design an efficient workshop and communicate with the participants. In the beginning, all the participants were a little shy to face some topics and discussion. But after two sections, all the people involved and have a heated discussion. In the last session, the freelancer gave everyone a cup with water and chemical reagents to simulate the spread of HIV, we didn’t know in advance which person get the only one cup with “virus”, after two round exchange in random, then the volunteer gave a test for our water in cups, and amazingly found all the person became a PLHIV (people living with HIV), all the participant hereby took an important for the unsafe intercourse and HIV transmission.

Cabbages & Condoms Restaurant

The team building always became a good opportunity to enrich my view and knowledge. Last week I went to an extremely unique and interesting theme restaurant called “Cabbages & Condoms Restaurant”. Established in part to support the activities of PDA, the Cabbages and Condoms Restaurants offer a pleasant dining experience in several locations around Thailand. Not only do the restaurants offer excellent food, but they also promote the health and safety aspects of condom use in a fun and amusing manner. All proceeds from the restaurants are used to fund the social development programs of PDA.

In keeping with the fun approach PDA has taken to the promotion of condoms for population control and community health, the Cabbages and Condoms Restaurant needless to say has a major theme of condoms. The world’s largest collection of national brand condoms is displayed around the walls and the carpet up the stairs has cartoons of typical condoms for various trades and professions woven into the fabric. Instead of serving after dinner mints, there are bowls of condoms located at the exits just in case.

The name of this restaurant is very interesting. Cabbages are a common food in Northeast Thailand, in fact they are a staple part of the diet, they are grown in all villages, there are everywhere and everybody uses them. Now, if condoms could be as common and used as often, then some of the population and health problems facing Thailand could be overcome.

Associated with the Bangkok C&C Restaurant is the handicraft shop jointly operated with Oxfam. The shop sells a variety of condom related memorabilia, as well as handicrafts like woven silk and carved wooden figurines made in villages. All profits from the store are returned to the villages, and it provides a convenient outlet for many of the traditional and more modern handicrafts produced in Northeast Thailand.

Everyday in UNAIDS Bangkok office is a harvest day, I deeply love my daily work and all my lovely colleagues.

The subject of the 2009 Serge Dumont – Fudan Strategic Communications Research Fellowship is “Globalization and Localization–Multi-national Corporations in China”. Students were required to investigate the issue of globalization and localization among multinational companies, generate insights and make implications for strategic communications of various organizations and companies. The subject consists of several sub-topics, including Chinese Consumer Insight, Marketing Strategy, External Relation Management, Human Resource Management and Corporate Culture.

Upon finishing their literature reviews and pilot studies, each research group was required to present their findings, research methods and expected outcomes in a research plan to a jury panel of experts.

“Though the topic is more difficult than the previous one for 2008, the quality of the research plans remains high,” says Professor Cheng Shi’an, Department Chair of Advertising, Journalism School, Fudan University. “We are delighted to see the varied perspectives and theoretical tools students have chosen, many which apply cross-discipline methodologies and paradigms including user-experience, CSR, and cross-culture communications. I believe the students will benefit a lot when conducting their research on the problem of globalization and localization,”

Ms Li Xiaohui from Serge Dumont Fund commented, “We are impressed by the hard work and excellence from Fudan students every time. Furthermore, the perspectives from students research groups also interest us. Fudan has a solid academic and theoretical background, and professors do take great efforts on instructing the student research groups on our topic. We expected the reports from students.”

The jury panel consists Professor Sun Wei (Department Chair of Journalism), Associate Professor Yang Ji (Acting Department Chair of Broadcasting and Television Journalism), Professor Cheng Shi’an (Department Chair of Advertising), Associate Professor Li Shuanglong (Department Chair of Communications), Ms Li Xiaohui (Office Director, Serge Dumont Fund), Mr Alan Liu (General Secretary, Serge Dumont Fund), Mr Yang Xiaoyu (Executive Deputy General Secretary, China Youth Development Foundation), Mr Zhang Jun (Director, National Faculty Training of Project Hope, CYDF).

Selected student research groups will implement their research plans over the summer vacation and present their findings and reports in Chinese and English on October 2009.

The seven student research groups include undergraduates, master graduates and doctoral graduates:

• Sub-topic of “Understanding consumers and product localization”

1. Group of WANG Mengyi, WU Dongping and HUANG Shijin;
2. Group of CHU Keyun, WEI Yu and ZHANG Peng.

• Sub-topic of “Localization of External Relations”

1. Group of SHE Yuling, PEI Yanna and ZHANG Xue;
2. Group of XU Zhiwen, YU Qian and SUN Lu;
3. Group of SUN Yongyin, WU Shang and FANG Wei.

• Sub-topic of “Localization of Human Resource Management”

1. Group of TANG Xiyan, MA Zhuyin and ZHANG Qiwei.

• Sub-topic of “Localization of Corporate Culture”

1. Group of SHEN Liying, ZHAO Xing and YIN Liang.

Good afternoon ladies and gentlemen,

It is a privilege for me to be standing once again, in the Omnicom building at Tsinghua University, to announce the winners of the annual Serge Dumont -Tsinghua communications scholarships.

I started this private initiative over 5 years ago, after the SARS crisis made me realize that China needed to attract more of the best and brightest into the communications industry.

This year’s topic is very close to my heart, as a UNAIDS special representative: “Chinese Companies and Corporate Social Responsibility: Their Role in HIV/AIDS Prevention in China.”

We are honoured to welcome Dr Bernhard Schwartländer, Country Representative UNAIDS China, who will present the three top winners with their scholarships and internships at UNAIDS Geneva and Bangkok.

I would like to also take this opportunity to thank my friends and partners from the China Youth Development Foundation, Ms. Gu Xiao Jin and Ms. Gu Lan, Ms Yuan Hanfen, as well as the faculty and students from Tsinghua University, and members of the press – working with all of you is always a genuine pleasure.

AIDS started small—a bit like SARS, which emerged in late 2002 and wound up infecting over 8,000 people and killing 774 within less than a year, amidst a worldwide panic.

On June 5 1981, the US Centers for Disease Control and Prevention issued its first warning about a mysterious and rare disease affecting a limited group of people in a small geographic area around Los Angeles.

Since then over 20 million people have died of AIDS-related causes throughout the world – children, women, men – often the poorest and most vulnerable.

33 million people worldwide now live with HIV, more than 700,000 of them here in China.

In fact, over 20,000 people died due to AIDS in China last year. This is roughly the equivalent of 40 jumbo jets crashing in a year and killing all the promising young Chinese passengers who might have otherwise lived to become the next great scientist, entrepreneur or artist…

AIDS currently accounts for more deaths in Asia annually than any other disease.

The good news is: we now have treatment to allow HIV infected people to live longer, healthier and normal lives.

The bad news is: too many people and companies still feel unconcerned – they consider that AIDS is not their problem.

They are wrong, because experience around the world has demonstrated that beyond the moral imperative, there is a compelling business imperative to get involved.

If left unchecked, AIDS is a direct threat to the national, social and economic stability of a country.

And this is where you, as graduates from the department of journalism and communications, at one of the best universities in the world, can make a real impact.

Through your work, by disseminating information, you can contribute to slowing down the spread of the disease in China and prevent new infections. UNAIDS Executive Director Dr. Peter Piot often says that in the case of AIDS, a journalist can save more lives than a doctor!

But you can also help bring about a change of attitude in society at large, and reduce the stigma that people living with HIV face in their daily lives.

Because unlike those who have the misfortune of being affected by other diseases like cancer, people living with HIV too often face discrimination in their work, in their families, in their relationship with others…

Some countries still limit their ability to travel.

You can change this…and much more.

As Chairman Mao once said: “a single spark can set off a prairie fire”. This has never been truer than now!

You can help change people’s attitudes and create a more tolerant and welcoming environment. Our closest friends, our family members or even ourselves—all could very well be the next victims.

I would like to take a few more minutes to show you examples of exceptionally creative communication campaigns developed by one of the Omnicom agencies, TBWA. We hope, and we believe, that such campaigns are making a difference.

Thank you very much for your time and commitment, and congratulations to all of you.

Six of the groups took first, second and third place, respectively, getting top honors for their work.

In addition, two of the students were awarded three-month internships with the Joint United Nations Program on HIV/AIDS (UNAIDS) regional office in Bangkok, and in Tanzania, Africa.

Jointly launched by the Serge Dumont Fund and the School of Journalism of Fudan University, the program provides research funds for outstanding undergraduates and graduate students. Its goal is to help young students committed to a career in strategic communication gain a deeper understanding of the field through practical experience. Through this hands-on approach, students have the opportunity to immerse themselves in research work. Because of the experience, the students gain a deeper insight into the impact of strategic communications. In addition, they gain a better understanding of society in China and the rest of the world, giving them skills they can apply both in theory and practice. This annual program will run for three years.

The ten student research groups conducted in-depth and unique studies into three topics: the effect of communication on post-earthquake recovery in Sichuan; strategic communication of HIV/AIDS knowledge to urban professionals; and strategic communication with respect to tobacco control. The funding they received from the Serge Dumont-Fudan Strategic Communications Research Fellowship Program following the project proposal presentations and debates held in June helped them put their plans into action.

“We chose the idea of a smoking ban in public places as the topic of our research because we believe this is a subject that is at once both familiar and new,” said Zhang Yisha, an undergraduate of the Class of 2005 in the Department of Advertising in the School of Journalism at Fudan University. “During the course of our research over the past three months, we learned that the foundation of strategic communication is profound insight. The program offered me a great opportunity to learn more about strategic communication and team collaboration. We are very grateful for the opportunity”

Mr. Serge Dumont, founder of the Serge Dumont Fund and Senior Vice President and President Asia Pacific of the Omnicom Group told the students: “You are studying communications in one of the elite schools of journalism in China. One of our key missions as communicators is to build and maintain trust. That means to build trust in a brand, in a company, in a country or a city – as an investment or tourism destination – or in an institution such as a government.

We are in the middle of the biggest crisis of confidence in recent history. The global financial crisis shows the price one pays when trust is lost.

And as China’s influence in world affairs continues to increase, your role, as communicators, will become even more critical. There has never been a better time to be in the communications business.”

Professor Yu Zhenwei, Executive Deputy Dean of the School of Journalism, Fudan University said, “The Serge Dumont- Fudan Strategic Communications Research Fellowship Program focuses on supporting student research groups and providing students with opportunities to hone their team-building skills. At the same time, the involvement of students of different ages and specializations also helps to expand their horizons and bring a more thoughtful approach to their research.”

Dr. Bernhard Schwartländer, the Country Coordinator for UNAIDS China, commented, “I command Mr. Dumont and the Fudan students for their interest in the issue of HIV/AIDS and their focus on white-collar workers. Their findings are very valuable and instructive for us, as we design the next step of our communication strategy on HIV/AIDS. We hope that next year even more students will get involved in researching this important topic.”

“As the custodians of the Serge Dumont Fund, we share Mr. Dumont’s desire to instill students with a passion for strategic communication. We believe that young students will benefit greatly from the funding, and continue to take on greater responsibilities in tackling social issues,” said Mr. Yang Xiaoyu, Executive Vice President of the China Youth Development Foundation.

The Fudan partnership follows on the heels of the Serge Dumont-Tsinghua Communications Scholarships launched by the Serge Dumont Fund in 2003. The scholarships are awarded through an annual essay competition that is open to students at the Tsinghua School of Journalism and Communications. Mr. Dumont established the scholarships to encourage China’s future journalists and communicators to become more involved in major world issues.

Shanghai Morning Post 23rd Oct.2008, A30, titled “Two Fudan students join UN Program on HIV/AIDS (UNAIDS) regional office” writes “Tanzania is a beautiful country, people there are very friendly. But poverty caused severe HIV/AIDS problems. The founder of SD Fund, Mr. Serge Dumont encouraged students at the ceremony, communication experts are irreplaceable in HIV/AIDS issues; communications could save more life than the doctors. ”

Shanghai Times 29th Oct. 2008, B02, reports “The ten student research groups conducted in-depth and unique studies into three topics: the effect of communication on post-earthquake recovery in Sichuan; strategic communication of HIV/AIDS knowledge to urban professionals; and strategic communication with respect to tobacco control. Six of the groups took first, second and third place, respectively, getting top honors for their work. In addition, two of the students were awarded three-month internships with the Joint United Nations Program on HIV/AIDS (UNAIDS) regional office in Bangkok, and in Tanzania, Africa. ” with the title of “Fudan students awarded internships in Bangkok and Tanzania”

Shanghai Daily 18th, Oct. 2008, C2 reports “Young journos take on quake, AIDS, smoking ban” and focuses on the enthusiam students devote to the program, “We are pleased that students showed such great enthusiasm in their work, said Dumont, senior vice president of the Omnicom Group and its president for the Asia-Pacific region. ”

SINA 15th, Oct. 2008 uses the title of “Two Fudan students awarded internships in Bangkok and Tanzania” and points out the different between the Tsinghua program and Fudan program, “It is quite different from Tsinghua’s individual approach. Fudan program involves three students working as a team to deliver a real teamwork. Said Prof. Cheng Shi’an, the dean of Advertising Department from Fudan University, School of Journalism. ”

Netease 21st, Oct. 2008, writes “The program provides research funds for outstanding undergraduates and graduate students. Its goal is to help young students committed to a career in strategic communication gain a deeper understanding of the field through practical experience. Through this hands-on approach, students have the opportunity to immerse themselves in research work. Because of the experience, the students gain a deeper insight into the impact of strategic communications.”  in the title of “Serge Dumont-Fudan Strategic Communications Research Fellowship Program Ceremony was held in Shanghai”

“Six of the groups took first, second and third place, respectively, getting top honors for their work. In addition, two of the students were awarded three-month internships with the Joint United Nations Program on HIV/AIDS (UNAIDS) regional office in Bangkok, and in Tanzania, Africa. Finally, the project Shanghai Urban White Collar anti AIDS by Chen Si, Zhao Lu, Sai Na won the only top prize. ” writes FUDAN (campus media) 22nd, Oct. 2008 in “The first presentation and awards ceremony of the Serge Dumont-Fudan Strategic Communications Research Fellowship Program was held in Fudan”

“Think Globally, Act Locally” has been the shared vision for most MNCs concerning the market expansion. Strategic communications practitioners are also dealing with the trade-off of global guideline and local insights – to better balance the two sides, we propose the further investigation and thinking on the concept of “Globalization” and “Localization” and their dual implications in the context of Chinese culture: both theoretical and practical level:
Theoretical

• “Globalization” and “Localization”: dimensions of management, marketing, culture and communications, etc.
• “Globalization” and “Localization”: dilemma and choices.
• “Globalization” and “Localization”: perception and attitudes of Chinese.

Practical

• How to initiate globalization for Chinese local enterprises?
• How to localize for MNCs in China?

To succeed to in any market, enterprises have to be a part of THE market: understanding the local consumers, culture environment and the local employees and their working style. Experience, methods and lessons of localization from MNCs operating in China currently will certainly benefit our strategic communications practitioners.

This year, we set the focus of the research topic of “Globalization” and “Localization” on the MNCs in China, perspectives are listed but not limited to:

• Balance of “Globalization” and “Localization” of MNCs
• Understanding consumers and product localization
• Localization of Marketing strategy
• Localization of Relationships (Guanxi)
• Localization of Human Resource
• Localization of Corporate Culture.

Submit registration form (before April 29th 2009) and research plan (before May 28th 2009) to dumont.fudan@gmail.com