On November 4, leading Korean conglomerate CJ Group entered into a partnership with UNESCO, the United Nations Educational, Scientific and Cultural Organization, to improve girls' education around the world.
The motto for the campaign is called, "Bight Girls. Brighter Future!" The campaign is promoted to help address the lack of access to quality education faced by girls and young women in developing regions. Girls from the developing region are unable to reach their full potential but it also prevents them from a brighter future economically and socially.
The official signing ceremony took place in Paris on November 3. The signing ceremony featured Heekyung Jo Min, Executive Vice President of Global CSV at CJ Group, and Hyung-Kwan Shin Executive Vice President of Mnet at CJ E&M, representing CJ, and Hans d'Orville UNESCO Assistant Director-General for Strategic Planning, representing UNESCO.
"We are delighted to partner with CJ to better address the global campaign to ensure that all girls receive a quality education," Hans d'Orville stated. "Our research has shown that investing in girls' education has one of the highest economic and social returns, and working with CJ will help us reach more girls."
Hans d'Orville also noted that CJ and UNESCO are a well matched combination. "Like UNESCO, CJ has long focused on promoting education and culture in its core businesses, including those related to media & entertainment and food, and in its philanthropic activities. So it was a natural fit," he said.
As the first step to promote the capaign, CJ will launch a special fund for girls' education at Asia's premiere music festival 2014 Mnet Asian Music Awards (MAMA) which will be held in Hong Kong on Decemeber 3.
The word about the campaign has spread rapidly and now more than 150 celebrities have offered video endorsements and donated more than 220 personal items for auction, showing their genuine support for the cause. Some items offered in the auction include complete sets of bronze handprints of the members of EXO, Girls Generation, SISTAR, and Shinhwa. As well as attire worn by the members of Crayon Pop and CNBLUE, a bag from Lee Hyori, and original scripts of popular Korean drama with autographs from the stars of those dramas.
"We have been overwhelmed by the strong response by celebrities to our campaign, and we are very grateful for their support," the Executive Vice President of Mnet at CJ E&M stated.
People can find the celebritity messages and auction items on CJ's dedicated girls education campaign page on the MAMA website. New items will continue to be updated until the end of the auction in early Decemeber.