Nippon Paint China, one of the most renowned painting manufacturers worldwide, brought home both the enterprise award of 2012's Most Influential Event of Corporate Social Responsibility (CSR) and the individual award of 2012's Most Influential Public Figure in Mass Communications at the 2012 Summit Forum of CSR and PR (Public Relations).

The meeting advocated for more social awareness and responsibility, and encouraged corporations to ensure their every endeavor was a positive force on society.

Echoing this theme, Nippon Paint's "Color, way of love" public-service project was one of the most successful events of 2012. Started in 2009, the "Color, way of love" project is dedicated to beautifying school campuses, improving teaching environments and sparking children's imaginations.

So far, the project has provided free painting supplies for 135 Hope Project Schools and has built 35 China Nippon Paint Hope Schools and 135 Nippon Paint China art classrooms, which brought color and creativity to tens of thousands of children. In 2012, the project focused on supporting art education by providing training for art teachers in China's rural areas.

Project leader Ariel Wu, Nippon Paint China's director of PR and corporate branding, considered the project to be more than just a CSR project. Wu pointed out that the project has strengthened the bond between Nippon Paint China and China's market, and eventually will be an event for both Nippon Paint China and citizens.

To get the best results out of the project, Wu and her team explored  new ways of "combining inner and outer strengths." Drawing support from all sources and parties, they managed to make "Color, way of love" a "second brand" of the company.

They also took advantage of the Internet, and started programs which realized the participation of the whole society, such as calling out to Weibo bloggers for wall painting design submissions, fresh ideas and volunteers.

"Our method can be easily imitated, and we have always been very pleased to share our experiences with everyone," said Wu.

Any company, group or individual that is interested in public service is welcome to join the project.

Actually, in the past three years, companies including DuPont, Canon and Dow, along with many artists, have participated. The project is an open, constantly-evolving platform for public service.

Wu has great expectations for the future of "Color, way of love."

She said, "This is an unparalleled public-service series, which has caused an industry-wide chain effect. It will continue to grow and to help children realize every possibility."