Lehman Brothers identified Corporate Social Responsibility as an important business strategy this year.  The world-leading investment bank took part in the opening ceremony of Yang Di Primary School in Shaanxi Province, China on September 24. The school was rebuilt through donations from Lehman Brothers to the China Literacy Foundation. At the time that the Yang Di School was built the construction standards were very poor. The school was in a state of disrepair. The work that needed completion was rebuilding the classrooms and building a library and playground.

Weber Shandwick counseled Lehman Brothers to help raise their profile through garnering media interest in the school opening and involving media in the opening ceremony. 

During the opening ceremony there were several speeches which took place including one by Lehman Brothers’ Mr. Jim Quismorio, senior vice-president for Lehman Brothers Asia and Head of Asia Philanthropy. After the speeches, trees were planted as a sign of friendship between the China Literacy Foundation and Lehman Brothers.

The Weber Shandwick team arranged media interviews during the tour to endorse Lehman Brothers charitable efforts in China. Participating in the celebration were Mr. Quismorio; Walter Heindl, managing director and head of strategic planning & analysis, Asia, as well as 20 other senior staff from different offices across Asia Pacific. Mr. Quismorio, as spokesperson, engaged the media through dynamic dialogue about the important role philanthropy plays in the overall business strategy for Lehman Brothers and the vision the company has for China philanthropy. 

The outcome of this event was positive; key messages were delivered and reported by attending media.  Journalists who attended the event gave very positive feedback and were very impressed by Lehman Brothers’ CSR strategy. 

Account Director: Wendy Loh
weloh@webershandwick.com

Jim Quismorio delivering books to students

Walter Heindl and Jim Quismorio planting trees for the school