The first anniversary ceremony of the KFC Little Migratory Birds Fund that was co-established by KFC and the China Children and Teenagers' Fund (CCTF) took place on Nov 24. Its purpose is to provide emotional and spiritual care mainly for left-behind/migrant children.

A review of the Fund’s work and achievements was released during the ceremony with the Fund also launching its upgrade plan for the future.

Participants attending the event included Deng Li, vice-president and member of the Secretariat of the All-China Women's Federation (ACWF), Zhu Xisheng, secretary-general of CCTF, Johnson Huang, general manager of KFC China, Wang Lizhi, senior vice president of public affairs at YUM China, and Wong Cho Lam, Hong Kong actor and KFC celebrity ambassador.

In 2016, KFC donated 3.5 million yuan to the CCTF to establish the KFC Little Migratory Birds Fund, providing spiritual care for left-behind/migrant children in China by donating books and organizing reading activities. The fund also carried out reading interactive activities at KFC restaurants throughout the country.

Beijing Normal University Philanthropy Research Center conducted a third-party assessment study on activities sponsored by the Fund from August to November 2017. The report showed that participated children were 100% satisfaction with the reading book activities and expressed their willingness to continue their participation. A sample of nearly 300 KFC Migratory Birds Fund book corners across China has organized 3,353 times of activities that accumulated over 604,000 hours. KFC restaurants in 21 China’s provinces have been engaged in the activity with its employees conducting 5,489 hours of voluntary service and contributing over 10,000 hours benefiting the children.

The Fund’s 2.0 plan will mobilize more social resources and explore highly efficient way of providing care and help for children in need.

We will work on improving management efficiency of the Little Migratory Birds Fund’s book corners, sorting out proper Children’s Happy Homes that match to build book corners, increasing reading guidance, and diversifying forms of activities, said Zhu Xisheng, secretary-general of the CCTF.

The Fund will team up with other charity organizations to offer children mental consultation, Zhu added.

Johnson Huang, general manager of KFC China, said that KFC hopes to build the Little Migratory Birds Fund into a long-term sustainable charity platform. The 2.0 plan will continue its operation mode of conducting activities in communities and KFC restaurants while donating to build more community book corners and carry out more activities. In addition, it expects broad participation of employees, consumers, and caring people and activates more social resources.