New World China Land Limited and New World Department Store China Limited joined hands with United Nations Children's Fund (UNICEF) to launch a campaign named "New Green Living - Environmental Friendly Shopping Bag Charity Sale". The kick-off ceremony was held at Beijing Courtyard Hotel on 2 April 2008.

In China today, ecological environment is seriously threatened by different kinds of pollution and continued growth in wasteloads. Non-degradable plastic bag is the key cause to "white pollution" which creates harmful effects on soil, water, environment as well as our next generation.

In order to promote the use of degradable shopping bag and avoid white pollution, NWCL have produced thousands of shopping bags and joined hands with UNICEF to launch the "New Green Living - Environmental Friendly Shopping Bag Charity Sale" campaign, which is now taking place at NWCL's property projects in 13 cities in China until June 2008. NWDS also provides bag-selling venues at 11 department stores located in seven cities in China. All revenue raised from the campaign will be donated to UNICEF's "Child Friendly School". This further strengthens the cooperation between NWCL and UNICEF on "Create a New World for the Children" programme.

NWCL has launched "Create a New World for the Children" enterprise charity partnership programme in China since 2003, collaborating with UNICEF to help the vulnerable children to have a better living. In the past five years, a series of programmes have been organized, including "Charity Walk", "Teddy Bear Charity Sale", "Create a New World for Children - New Living Drawing Contest", etc., supporting the child education in Mainland China.

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