Nippon Paint, together with its new charity partners Uniqlo, homekoo.com and Ding Han TCM Clinic, starts this year's first CSR event of "Color, Way of Love" at Baibi primary school of Xijiang town, Leishan county of Guizhou province. [Photo provided to chinadaily.com.cn]

Nippon Paint, together with its new corporate social responsibility (CSR) partners Uniqlo, homekoo.com and Ding Han TCM Clinic, started this year's first CSR event of "Color, Way of Love" at Baibi primary school of Xijiang town, Leishan county of Guizhou province on Jan 7.It also joined a charity walk event launched by its partner CapitaLand on Jan 16.

The "Color Way of Love" project initiated by Nippon Paint China has become a sustainable public welfare platform combining the resources of corporations, NGOs and media to benefit an increasing number of children.

Nippon Paint's happy art class, Uniqlo's winter clothes, and Ding Han TCM Clinic's volunteer medical consultations have brought love, color and joy to rural school students.

The company is committed to CSR. On Jan 16, it joined a charity walking event that took place simultaneously in Beijing, Shanghai, Guangzhou, Chengdu and Wuhan. The event was initiated by Nippon Paint's partner CapitaLand, one of Asia's largest real estate companies.

Nippon Paint's staff volunteers in the five cities took part in 6-8 km walks wearing earphones, finishing in two hours and collecting money for hearing impaired children.

"The 'Color Way of Love' project has won support from 33 companies. We appreciate our partners' support and enthusiastic participation and we are also surprised at the innovation and vigor brought by our partners from different industries. The project is welcoming more partners to help more children fulfill their color dreams," said Ariel Wu, Nippon Paint China's PR, CSR and Brand Communication Director.

Since its 2009 launch in China, the "Color Way of Love" project has provided colorful school grounds and buildings, and built art studios to stimulate children's imaginations. The program has constructed 36 elementary schools, repainted 230 more,and built 225 art studios in China. More than 200 teachers and volunteers have joined the program, and more than 80,000 children have benefited.