New World Department Store China Limited (“NWDS” or the “Company”; Hong Kong stock code: 825), one of the largest owners and operators of department stores in Mainland China, has set June as the “Volunteer Month” to organize nationwide themed volunteer activity since last year. With this year’s theme of “NWDS‧Soccer Fever”, the “Volunteer Month” aims to encourage its employees to participate in volunteer work while delivering a pleasant soccer experience to migrant workers’ children.
The “Dragon Boat Racing” game from the previous “Volunteer Month” received overwhelming response from society. Therefore, this year’s “NWDS‧Soccer Fever” will encourage stores and offices across the country to partner with schools, communities and non-profit organizations to organize soccer-inspired lessons or competitions for migrant workers’ children to help them develop team work and to unleash their sports potential. On online promotion front, NWDS CSR Weibo will hold a “NWDS‧Soccer Fever” retweeting activity from 15 to 30 June to raise people’s awareness on migrant workers’ children. The Weibo Fans are only required to forward the event feed and @three friends to have a chance to win fabulous prizes such as iPad mini 3.
The soccer-themed event is in line with the direction of NWDS’ “@Dream Sustainability Development Program” which is to enhance its focus in sports in order to foster the holistic development of under-resourced children. Besides, research results indicate a structural change in china mobile population in recent years that there is an increasing population of migrant workers’ children, posing great influence to the stable development of society. Therefore, the Company has targeted migrant workers’ children as the beneficiaries for this event.
Ms. Rebecca Woo, Corporate Affairs Director and Chairman of Sustainable Steering Committee of NWDS, said, “Looking back, the reasons why the Company set June as the ‘Volunteer Month’ were to give back to society while fostering volunteering spirit among employees. In the second ‘Volunteer Month’, this year, we hope to make use of the world’s most popular sports, soccer, to improve the physical fitness of migrant workers’ children and promote volunteerism among employees, as well as to deliver the message of caring for under-resourced children at a greater extend.”