Moon Ceremony Calls for Environmental Protection

August 24, 2009

To promote the concept of environmental protection and support sustainable development, General Mills associated with Chinese leading media agency, Xinhua News Agency and China Guanghua Science & Technology Foundation to initiate the “Moon Fund”.

The Moon Ceremony was held in Beijing in August. During the event, the leaders from the three organizing companies set up the Moon Fund. Lots of celebrities presented their own moon cake creation plates, which introduced environmental protection ideas in an original way.

An auction for these plates was held during the event and received a positive support from business leaders who attended the ceremony.

RMB 280,000 was raised that night and it will be donated to the Moon Fund and used to promote the further development of domestic environmental protection.

Several individuals and enterprises that have made outstanding contributions in this aspect were awarded as recognition.

The Moon Ceremony generated intense attention and extensive coverage in domestic media which had a positive impact on environmental awareness amongst citizens.