The Rainbow Box campaign aims to motivate culturally and educationally underprivileged children to cultivate big dreams for the future. GS Home Shopping(GSHS) supports children of skills and talent as different as the colors of the rainbow, providing them with tailored educational programs, organizing cultural outings, and building cultural spaces.
‘Happy Little Musicians’ is the campaign’s flagship program. ‘Happy Little Musicians’ provides children with the opportunity to learn and play musical instruments. Playing musical instruments helps enhance children’s concentration skills and has a positive effect on learning in general. An annual summer camp and concert is also a part of the program. The Rainbow Box campaign also runs a physical education program, supports the construction of libraries, and oversees a program to get school uniforms to children in need.
While GSHS’s home shopping network is a commercial platform, it also serves as a medium to encourage charitable giving. The monthly program ‘Making a Warmer World’ carries out a donation drive for children from low-income households suffering from incurable diseases or sells ‘Goodwill products’ from social enterprises. Customers can donate 2,000 won per ARS call, and all the money thus collected is given to social welfare organizations. Customers can also make larger contributions or become financial sponsors.
Since 2007, GSHS has been working with Save the Children to organize and promote the Knit One, Save One campaign for newborn babies dying from hypothermia in Africa. Through the campaign, customers can buy knitting kits from GSHS whose proceeds go to a fund to help the suffering babies. Customer can also knit beanies using the kit. The beanies are delivered to the needy infants in Africa to help them fight hypothermia.
GSHS sponsors the children volunteer group Real Love. We also have Lime Orange, the employee volunteer group. The name ‘Lime Orange’ comes from José Mauro de Vasconcelos’ novel Meu Pé de Laranja Lima (My Lime Orange Tree). Lime Orange carries out a wide range of volunteer activities and projects. GSHS employee volunteers organize charity bazaars, help farming communities during the harvest season, plant trees, deliver coal briquettes to low-income families in the winter, assist persons with disabilities take walks, and run a youth camp for teenaged heads of households. The entire GSHS staff is organized into volunteer units. Every unit participates in at least one volunteer activity or project per year.