Lincoln Mercury Funds to
Benefit California Schools
Sacramento:
Lincoln Mercury announced its California "Lincoln Mercury Tools for Achievement"
program designed to generate an estimated $1 million for the state's public and private
elementary schools.
The program also will
provide environmental education materials to every elementary school in the state. The
program began February 8, 1999 and runs through December 31, 1999.
"Lincoln Mercury Tools
for Achievement is an excellent example of private industry coming together with public
education to support and improve the education of our children," said General Davie,
superintendent of Sacramento's San Juan Unified School District and vice president of the
Association of California School Administrators. "We applaud Lincoln Mercury for
taking this important step."
Speaking at Sierra Oaks Elementary School,
Tom Mattia, Lincoln Mercury's vice president of public affairs said the program is the
company's "pioneering effort to have a direct impact on improving California's
educational system."
"When the parent or
guardian of a participating school (K-6) student in California purchases or leases a new
1999 Lincoln or Mercury vehicle, Lincoln Mercury will send that student's school a $250
check," Mattia said. "It's our way of participating in the communities of our
new California home."
Under the program, when the
parent or guardian purchases or leases a new vehicle, the customer calls a toll-free
number to report the sale and to register for the donation. Once the sale or lease is
validated, the parent or guardian identifies the child's school. When the school and the
child's enrollment are validated, a $250 check is mailed directly to the school
(validation may require parental authorization where necessary). A letter notifies the
parent or guardian that the donation has been made. Checks will be distributed monthly.
The program does not end
there, however. More than 8,000 elementary schools in the state also will receive
educational videotapes and print materials with an environmental focus. The 20-minute
videotapes highlight the accomplishments and contributions of various environmentalists
and serve to salute passionate and independent-thinking people.
There will be two versions
of the Lincoln Mercury Tools for Achievement teaching kit, one for early elementary and
another for upper-level elementary grades. The goal of the material is to creatively
reinforce in the students the importance of having confidence in themselves and their
ideas--themes important in the development of any child.
"The Lincoln Mercury
Tools for Achievement program undertaken by Lincoln Mercury is exactly the kind of
public-private partnership the California Chamber of Commerce has advocated for
years," said Fred Main, California Chamber of Commerce senior vice president and
general counsel. "Lincoln Mercury's program demonstrates more than just good
corporate citizenship, it represents a commitment to California. In this case, the primary
beneficiaries are one of California's most important resources: its children. I encourage
other businesses to follow this example and look for creative new ways to
contribute," said Main.
The educational materials
are being prepared by Jordan Education Media, a leading in-school communications firm.
Lincoln Mercury will
promote awareness and participation in the program through PTA's, parents, teachers,
school administrators, school boards, educational trade associations and Lincoln Mercury
dealers.
"This is about our
customers. We want to help families achieve what is one of their most important goals -
the best possible education for their children," Mattia said. "We have chosen
elementary education because we believe this is where the impact will be the greatest,
early in the educational process."
Lincoln Mercury relocated
to Irvine, California from Dearborn, Michigan in July of 1998. It markets the full line of
Lincoln and Mercury cars and trucks. By Bob Tarlton © AutoWire.Net - San
Francisco
Lincoln Mercury Home Page
Column Name: Lincoln
Mercury Funds to Benefit California Schools
Writer: Bob Tarlton
Byline: AutoWire.Net - San Francisco
Word Count: 600
Photo Caption: '99 Mercury Villager
Photo Credits: Lincoln Mercury Public Relations
Series #: 1999 - 11
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