It is not just the activities that distinguish the volunteer groups; the city's volunteers association has even created group logos, a music video and song, uniforms and branded merchandise. To promote the services and activities of the volunteer groups, the volunteer association has taken full advantage of new media by launching a website, official WeChat account and Weibo account.

The main logo of the city's volunteers is shaped as a hand and represents the "helping hand" offered to those in need. The three "fingers" on the hand are streaks of yellow, green and blue and represent waves symbolizing Zhangjiagang's proximity to the Yangtze River.

The logo of Zhangjiagang's volunteers, shaped as a hand. [Photo provided to chinadaily.com.cn]

The city has gone to great lengths to promote its comprehensive volunteer works and have even placed advertisements on outdoor billboards and in magazines and newspapers. In 2013, two mini-movies depicting the life of volunteers were released on video websites such as Youku and Tudou, receiving more than 50,000 hits.

Zhangjiagang's volunteer services focus on a "partner plan," which was initiated in 2012. The plan, which integrates government departments, volunteers and enterprises, has normalized and improved charity work in the city.

In addition to the partner plan, a three-tier volunteer service mechanism - city, town and village - has also been established to specify work all over the city.