AUX, IBC Jointly Launch "Mask Initiative" to Protect Dunhuang

BEIJING, May 9, 2013 /PRNewswire/ -- On the morning of May 7, AUX and the China International Public Relations Association (CIPRA) officially launched the IBC Public Welfare Plan, the first large public welfare program in the creative industry in China initiated by the two parties, in Beijing. Zhao Dali, executive vice president and secretary of CIPRA, He Jian, general manager of AUX for China marketing business, Yan Ni, ambassador of the IBC Public Welfare Plan, and nearly 100 guests attended the launch ceremony.

Renowned Chinese Actress Yan Ni Takes Part in IBC Public Welfare Plan, Initiating "Mask Initiative." (PRNewsFoto/AUX)

AUX will provide full support for the IBC Public Welfare Plan, and will continue to develop products with connotations of Dunhuang culture, based on the product concept of "socially beneficial, healthy and environmentally friendly". The move aims to promote the Dunhuang civilization and pass on Chinese culture.

"Creativity makes China more beautiful, so we are committed to changing public awareness and helping people feel nature with creativity," said He Jian, general manager of AUX for marketing. This time, AUX takes part in the "Human-Sand-Dunhuang" art action, the first stop of the IBC Public Welfare Plan, as part of its efforts to promote public well-being for years.

Zhao Dali, executive vice president and secretary of CIPRA, said in his speech that the IBC Public Welfare Plan is in line with the characteristics and trends in the industry, as well as with CIPRA's consistent endorsement for public well-being. It is an exemplary plan of its kind, Zhao concluded.

At the launch ceremony, the co-host of the IBC Public Welfare Plan presented the letter of appointment to renowned Chinese actress Yan Ni, who will serve as the ambassador of the Plan to jointly promote public well-being.

At the launch ceremony, the "Mask Initiative" was initiated, which calls on visitors to the Dunhuang Mogao Grottoes to wear a mask in a move to reduce CO2 emissions to retard corrosion of the murals.

The 2013 sand-themed art action in the IBC Public Welfare Plan will openly recruit public-minded volunteer photographers, who will go to the Dunhuang Mogao Grottoes together with Yan Ni and a team of professional photographers, to shoot the magnificent sceneries in Dunhuang to reveal the peeling murals in an impressive way.