Mercedes 2010 Annual Report Download - page 151

Sustainability | Social Responsibility | 147
Since 2007, Mercedes-Benz has cooperated with the German
Soccer Association to award an annual Integration Award in
line with the motto “Soccer: many cultures – one passion.” The
award pays tribute to soccer projects for children and young
people that promote integration. Offering material and financial
support with a total value of €150,000, the Integration Award
is one of the largest financial awards in Germany in the area of
social commitment.
Corporate volunteering and other activities for the common
good. We consider it important to be a good neighbor at our
business locations, and we therefore participate in local social
projects focusing on education and training. In 2010, we estab-
lished “Genius - Daimler’s Young Knowledge Community” in order
to get more children and young people enthusiastic about tech-
nology and the natural sciences.
In addition, many of our employees volunteer to work in neigh-
borhood projects. For example, Daimler Financial Services employ-
ees have been working since 2005 in the “Beyond Basics” pro-
gram at Thirkell Elementary School in Detroit, Michigan, which
promotes the education of pupils from socially disadvantaged
families. A total of 650 children participated in the program in 2010.
During the Day of Caring, which Daimler Financial Services
organized once again at 15 locations all over the world last year,
a total of approximately 2,000 employees donated their time
and skills to help socially disadvantaged people.
Support through foundations. In a number of countries, we
have established foundations that enable us to focus our initia-
tives that address social issues. They include the Daimler and
Benz Foundation, which was founded in Germany in 1986, the
Daimler Fund in the German Donors’ Association for the Promo-
tion of Sciences and Humanities, and the Daimler Foundation in
Japan, which supports charitable projects and cultural programs.
At the end of 2010, on the occasion of the 125th anniversary of
the automobile, the Board of Management decided to increase
the capital of the Daimler and Benz Foundation to €125 million.
The Laureus Sport for Good Foundation, of which Daimler is
a co-founder, uses the power of sports to address the social chal-
lenges of our time. It is now one of the world’s biggest social
initiatives. The foundation has the support of 46 legendary
sportsper sons and is actively involved in 80 socially oriented
sports projects on every continent. It has meanwhile helped
more than one million children and young people.
Community relations. As an employer and customer, we aim to
help enhance the competitiveness of the regions in which we
operate and help them meet their social, environmental and educa-
tional policy challenges. That is why we participate in solving
regulatory issues and shaping political frameworks. The issues
we discuss with political decision-makers include the traffic
infrastructure, new mobility concepts and electric mobility.
More details of projects supported by the Group and activities
related to our social commitment can be found in the Daimler
Sustainability Report and on our website under the heading of
“Sustainability” (www.daimler.com/sustainability).
With Genius, Daimler aims in particular to get girls interested in science and technology.