First Light Foundation
KFC China and the China Youth Development Foundation (CYDF) established the KFC China First Light Foundation in 2002 to help students in need. This scholarship fund is the first of its kind in the country and introduces recipient students to three aspects of “help” - receiving help via the scholarship money and opportunities, engaging in self-help via work-study employment opportunities with Yum! Brands, and carrying out social responsibility projects in the name of their own association "First Light Commune." This project has been funded for 10 years in the first phase. The second phase was launched in 2009 and will last until 2017. The third phase of the project launched in 2014 and will last until 2018. Total investment has reached nearly 12.4 million U.S. dollars (77 million Chinese Yuan). The project will cover 57 universities in 28 cities and helps more than 13,700 students complete their four years' of college.
World Hunger Relief Program
Yum! Restaurants China partnered with China Foundation for Poverty Alleviation (CFPA) and the World Food Program to launch the China “World Hunger Relief” campaign in 2008. Being a part of Yum! Brands global WHR initiatives, the program aims to provide nutrition enhancement food for needy children in China’s most poverty stricken mountainous regions.
By the end of 2015, Yum! Brands WHR campaign in China raised over $20 million USD (over 130 million Chinese Yuan), providing 29 million supplement meals for more than 145,000 children, and has donated ‘Love Canteens’ equipment to more than 500 schools in impoverished mountain areas. There are a total of 90 million consumers who participated in the donation campaign, making it one of the largest public donation campaigns in China.
Yum! Brands China was awarded for Outstanding Contribution to Poverty Relief in China due to the China WHR Program.
Pizza Hut Green Scout Camp
Since 2009, Pizza Hut named the last week of May as the “Pizza Hut Environmental Protection Week” to promote the green life concept to consumers through our stores nationwide.
Pizza Hut also launched the “Pizza Hut Green Scout Camp” nationwide in 2010, which encourages the Student Society of Universities to deliver six courses of environmental knowledge in one year to primary school students. The students become a “Pizza Hut Green Scout” if they successfully collect six pins after they complete all courses. With this program, Pizza Hut China aims to bring two generations together to work for a green future.
Since 2012, Pizza Hut entrusted NGO’s to execute “Green Scout” project, which greatly promoted development of this camp. By 2015, nearly 190,000 primary school students completed their courses, becoming “Pizza Hut Green Scouts”. In Nanjing, the “Pizza Hut Green Scout” has become a mandatory course in Xiaozhuang primary school since September, 2012. “Pizza Hut Green Scout” is becoming one of the most influential environment educational projects in China.
In 2004, KFC China launched a national youth three-on-three basketball tournament, the largest corporate-sponsored grassroots sports program in Chinese history. The program started with 48,000 participants representing 640 restaurants from 172 cities. Today this program, in its twelfth season, is the world's largest grassroots basketball program with more than 1.6 million participants. KFC China is thrilled with this growth and looks forward to replicating the event internationally.