SOGO Children’s Charity Events: Bridging the Gap of our M-Shaped Society
Pacific Sogo Department Stores Co., Ltd.
“In the 25 years of SOGO’s annual “Christmas Wish Come True” event, we have realized 21,200 disadvantaged children’s Christmas wishes and helped social welfare institutes raise awareness. In turn, we have successfully established a charitable consumer base. In 2016, 52% of our customers had participated more than once.”
INTRODUCTION
“SOGO Children’s Charity Events” begun with SOGO’s advantage as a physical channel. Since its inception in 1992, the “Christmas Wish Come True” program for the underprivileged children has been cultivating our philanthropic customer base. Furthermore, in response to social issues, SOGO has been organizing the “SOGO SO GOOD Children’s Excellence Award” since 2011. By letting the stories of children striving through difficulties be heard, the award aims to start a conversation between the two ends of our M-shaped society.The Goal, Mission and Background SOGO is the leading department store brand. By bringing together the power of retailers, suppliers, customers and the public, SOGO is building a bridge to charity. We have raised public awareness for the growing economical gap, immigrant residents and their children, and distorted values in our youth among others.
FRAMEWORK AND STRATEGY
SOGO has been holding the “Christmas Wish Come True” program for 25 consecutive years. We collect Christmas wishes from credible charity groups, put them on display, and have our customers help grant those wishes. The event brings people of different social statuses together while cultivating a young and charitable consumer demographic for SOGO. The “SOGO SO GOOD Children’s Excellence Award” is the only one of its kind in the industry. Every year, schools and social welfare institutes will nominate elementary school children with stories to be heard. To maximize media coverage, SOGO helps shoot VCRs of the stories of the winners, and invites celebrities to support the cause.Uniqueness of the Approach At SOGO, we like to think of “Good Will” as a river. From the upstream, the power of our brand and the charitable hearts of our consumers, to the midstream, our charity partners and school systems; the flow of good will runs downstream to aid the socially disadvantaged.
ACHIEVEMENT AND IMPACT
In the 25 years of SOGO’s annual “Christmas Wish Come True” event, we have realized 21,200 disadvantaged children’s Christmas wishes and helped social welfare institutes raise awareness. In turn, we have successfully established a charitable consumer base. In 2016, 52% of our customers had participated more than once. In the 6 times the “SOGO SO GOOD Children’s Excellence Award” has been held, we have made 18 winners’ stories through VCRs, giving out a total of 2.28 million NTD in scholarship, and rewarded a number of 197 underprivileged children. In only 6 years of this award, out of our winners, there have been 13 that went on to win the President Educational Award.FUTURE DIRECTION
SOGO’s Children Charity Events have a long history. They echo the United Nations’ 4th and 10th Sustainable Development Goals, “Quality Education” and “Reduced Inequality”. SOGO will continue to connect people through our communication and social engaging platform. We aim to encourage all stakeholders to take part in giving, in order to let the voices of the social welfare institutes be heard, the hard work of the underprivileged children be seen, and the hearts of the community be inspired. Everyone is a giver, and together, we can contribute to make the future brighter.
The stylish and high-end retailer SOGO was founded in 1987, and joined the Far Eastern Group in 2002. As a 30-year leading department store, SOGO is committed to be the best enterprise in the world, and the best enterprise for the world. Under the spirits of “New Life Initiative” and the value of “SOGO’s Six Keys to Sustainability”, SOGO brings our strength as a distribution channel into full play and collaborates with all our stakeholders.
