ICBC-AXA held the third Customer Service “Health and Public Benefit Mobilization” campaign in Shanghai on July 24, aiming to support poverty alleviation by donating books and funds to poverty-stricken areas.

In the presence of more than 500 customers, ICBC-AXA invited four child representatives and one customer representative to light the “love cube” model, symbolizing ICBC-AXA's fulfillment of social responsibilities and the blossom of ICBC-AXA’s heart of love. Over 40 children donated their favorite books to “love cube”.

President Sun Chiping of ICBC-AXA said that the books received would be donated to the libraries in the underdeveloped areas while ICBC-AXA would donate RMB 10 per book to Shanghai Foundation for Poverty Alleviation.

ICBC-AXA has been devoted to various public benefit activities since its establishment. In 2015, ICBC-AXA launched 36 employee volunteer activities nationwide with over 3,000 participants, helping children of migrant workers, schools in poor areas and the elderly of charity houses. ICBC-AXA has so far established three “love cube libraries” for children in Sichuan, Henan and Hebei provinces.