Tiziana Alamprese, Marketing Director
At FCA Japan, we believe that to build a better world we need to “share”: values related to individuals, the whole society and the global environment.Our social activities in Japan started in 2011 with the marketing platform “Share with FIAT” and are now fully extended to all our Brands — FIAT, Alfa Romeo, Jeep® and Chrysler —taking advantage of the personality of each of them to implement various activities.
Under the “Share with FIAT” umbrella, the FIAT brand provides support to international and local non-profit organizations that actively work in the areas of environmental protection, education, healthcare, sports and support to the areas affected by the earthquake of march 2011. The “share” concept aims not only to provide donations but also to increase the supporters through marketing activities, online and offline.
Alfa Romeo places particular importance on style and individuality. Under the theme of “Be yourself,” the Alfa brand provides support to non profits dedicated to promote a society in which all people are respected as individuals and are able to realize their full potentials by being themselves.
Jeep® believes that only when we have a beautiful natural environment are we able to really enjoy freedom, adventure, and facing challenges. Jeep® supports several organizations and projects to develop “Jeep® Real Forests” with the aim of protecting Japanese forests and restoring those that have been damaged. It’s an active commitment toward achieving peaceful coexistence between nature and mobility.
Embracing the spirit of the “Stay Driven” brand concept, Chrysler hopes to share with all people the joy of pursuing a specific purpose in life and maintaining the passion to open up a bright future for oneself. To this end, the brand offers support for the Beads of Courage® program aimed at giving hope and courage to children suffering from cancer and other serious diseases. With the power of colorful beads, it helps bring smiles back to their faces and encourage them to open up a promising future for themselves.
Our new initiative is to provide crowd-funding*2 opportunities to special project with a relevant social value: to keep sharing, even more.
*1 “CSV (Creating Shared Value)” refers to a new philosophy that aims to solve social problems through corporate activities by striking a balance between social value and business value.
*2 “Crowdfunding” represents an Internet-based way of collecting money and labor from many individuals and organizations to support specific initiatives. Used to finance a wide variety of activities throughout the world, crowdfunding is drawing attention as a unique way of support and fundraising.