The second China Charity Festival ended in Beijing on January 24. Its theme was to let the charity become an attitude.

Nippon Paint China, which has a long-held practice of corporate social responsibility, took home three awards at this year's charity festival with their popular "Color, Way of Love" campaign: Best Welfare Innovation, Best Annual Welfare People and the China Welfare Video Award.

The "Color, Way of Love" campaign, launched by Nippon Paint China in 2009, aims to beautify campuses, improve teaching environments and learning effectiveness, and inspire children to dream with imagination. After four years of sustained efforts, "Color, Way of Love" has painted 135 elementary schools in rural areas, established 35 NP HOPE elementary schools and 135 art classrooms, and brought color and imagination to tens of thousands of children. In 2012, two rural art teachers received training provided by the project to deepen their arts education knowledge, and more than 80 art teachers received further training in helping children living in rural areas to see the world as a place filled with vivid colors, hopes and dreams.

"Thank you for the affirmation today," said Ariel Wu, Nippon Paint China public relations and brand communications director, as she accepted the Best Annual Welfare People award. "We are not here to show our goods, products and services, but to spread an idea that each enterprise and employee should participate in public causes together, thus letting philanthropy in business become a kind of attitude. Winning this award proves that Nippon Paint China's works of corporate social responsibility were truly focused on helping people."

She continued, "In the future, we hope that the project can touch more people, and allow more children to receive better educations. I encourage all of you to join us, to see how much benefit the 'Color, Way of Love' programs can bring. It is truly a gift to see the joyful, sweet smiles of the children."

"Color, Way of Love" is not just a matter of perfunctory charity work. From the start, many enterprise alliances and friends joined in to do their little bit to help out the campaign, making it a fully open and sustainable development of the public platform.

In 2013, there will be more efforts, individuals and groups joining in who are enthusiastic about enhancing education as well as public welfare as a whole. There will be a continued push for improving the children's futures.

Global Times