Pain relief

"My name is Shi Qinghua, I'm a principal of Guang'ai Waifs' School and also a father of 103 homeless children Wherever the sun shines is where a school is," says the middle-aged man on the TV screen.

This TV ad is based on a true story depicting how Shi teaches 103 children, cooks and cares for them just as a father would. In the last scene, Shi is seen burdened with a backache, until Fenbid, an ibuprofen pain reliever made by United States-based GlaxoSmithKline brings relief.

The 50-second commercial, made by Sino-American Tianjin SmithKline and French Lab Ltd, has been seen by millions of Chinese viewers since last October, and brought both an outpouring of donations to Guang'ai Waifs' School and a notable increase in Fenbid sales.

When initially approached about making the ad, Shi admits that he hesitated for a month. Early last year, Alan Hsu, marketing director for Sino-American Tianjin SmithKline and French Lab Ltd, stumbled on the story of Shi and his 103 children and conceived the idea of using an ordinary person with an unusual story as the focus, rather than the usual celebrity endorsement.

Shi, a shy, down-to-the-earth man, feared the ad would make others think that he was promoting himself in order to make money by exploiting the children.

"I finally accepted the request, because my children really need money," says Shi, whom the boys and girls nicknamed "cabbage dad" because he bought and scrounged the cheapest, most common vegetables for their meals due to a chronic shortage of funds.

Prior to Shi's Fenbid fame, the school depended primarily on private donations, which weren't enough to keep it operating in comfort. His ad fee was described simply as "rather decent", though both Shi and Sino-American SmithKline declined to say what he was paid.

Inspired by the TV commercial, many corporations, social networks and individuals also donated money to Guang'ai Waifs' School and have, along with Shi's payment, and additional charity money from SmithKline had the school running smoothly since.

The children are well fed and warmly clothed and their school supplies are guaranteed.

But when recalling the difficult times, the father of 103 children still can't help shedding some tears.

Difficult times

Before 1997, Shi, his wife and son lived in east China's Anhui province quietly and happily, where Shi operated a foreign trade business. His wife was running a small garment shop and his son was studying in a local primary school.

But a gas explosion in their neighbor's house destroyed the family's fortune, severely burning the faces of his wife and son as well as leaving his spouse mentally disturbed.

Hoping to cure them, Shi led the family to Beijing, but after their money was spent and lacking relatives they were forced to beg on the street where they initially received some warm clothes and food from fellow beggars, most of whom were homeless children.

"Those waifs, even though they also didn't have enough, they shared with us," says Shi.

Thanks to aid from the China Charity Federation, his wife and son received treatment in philanthropic medical institute and Shi eventually got a job in Beijing where their life became stable again. Still, Shi never forgot the kindness shown to him by the young beggars and recalled a saying: "A drop of water received should be rewarded with a fountain of water," and looked for a way to help homeless children.

In 2004, he quit his job and started to recruit homeless children aged between 3 to 17 around the capital city and established Guang'ai Waifs' School with savings and donations in rural Beijing, where rents are cheaper.

Shi raises money for the "school" and also serves as a principal, teacher, cook, amateur doctor, therapist, and "father" for his young charges. He's not alone, however. His wife has joined him and also helps out at the school.

"Because the children usually haven't experienced parents' affections or a family's care, the most important thing for me is letting them know they are loved and to give them the ability to love others," the tough man says softly.

The school moved several times, from cheap houses to even cheaper ones, from suburban Beijing to remoter areas. Shi counted every cent to feed and dress the children, even though he once had to reduce three meals a day to one.

"Sometimes, I thought I would collapse and couldn't help crying, but facing the children, I told myself, I must hold on ," recalls Shi.

There have been over 200 homeless children in the school through the years. Some have grown up to work and some returned to their parents.

Though the advertisement has changed the lives of Shi and his children both he and Sino-American SmithKline are not content with the current conditions, and are thinking of how to make the school more sustainable.

Sustainable development

Earlier this year, the pharmaceutical manufacturer also helped build a school infirmary stocked with basic medical supplies that are replenished. Company volunteers visited the school to offer health education to the children and provide professional training for its teachers.

In mid-November, Sino-American Tianjin SmithKline and French Lab Ltd also donated sports equipment to help keep the children and teens physically fit.

"The children's health is our top concern because it's the basis for their growth," notes Danny Ng, vice-president and general manger of the company.

Meanwhile, the China Foundation of Culture and Arts for Children, a philanthropic organization engaged in promoting cultural and arts development among children, set up a training center in Guang'ai in order to boost their cultural and artistic education and to also give them some future job skills.

Vocational skills involving auto maintenance, computers and cooking will also be taught.

"We are depending on charity and we must be responsible for philanthropy from others, so I am considering setting up an independent board to oversee the money we receive and regularly tell the donors where their money goes," says Shi, adding that standardization and transparency are essential for the school's future.

(China Daily 12/01/2008 page8)