#ShareTheLove

If borders are invisible to viruses, then to win the battle against them, we too must eliminate borders

LoveWithoutBorders is a new shared support platform, unveiled by New World Development (NWD) during the COVID-19 outbreak, which aims to bring together creative and sustainable solutions to challenges brought on by the pandemic. This platform also underpins NWD’s global initiative to continuously give back to communities and provide support to those in need around the world while celebrating the power of love.

NWD chief executive officer Adrian Cheng, also executive director of Chow Tai Fook and founder of the K11 Group, has a long-term game plan for #LoveWithoutBorders to encourage people and businesses from a diverse background to “create shared value” (CSV) and take action in the pursuit of the betterment of humanity through culture, creativity, social innovation and sustainability.

Like many, Cheng has been appalled by the shortage of face masks in different communities and felt sufficiently troubled by the reality to set up mask production lines, invent the first “mask-to-go” dispensers and smart redemption card system in Hong Kong, and collaborate with non-profit organisations in finding a safe and convenient way of distributing face masks to low-income families for free.

The group has partnered with 17 NGOs to install mask dispensers at 37 designated NGO centres in two phases, distributing free “Made in Hong Kong” masks produced by the group to pre-registered low-income families and disadvantaged groups. Each beneficiary receives a smart redemption card with a unique QR code that allows them a pack of five NWD-produce from the dispensers every w consecutive weeks, lasting end of July.

Cheng’s also upped the medical ante with his masks. NW an anti-epidemic HK$10 for local families via its c foundation, building its production lines in Hon with the aim of producing 7 masks per month for dis NWD has collaborated in and development initiati Hong Kong-based enginee Master Dynamic; its nano-diamo coating technology is bacterios meaning that it can block o press the growth of bacteria “The power of business lies in to care for communities and gi society,” concludes Cheng.