Zhao Baige, executive vice-president of the Red Cross Society of China, said at a recent news conference that she will resign if the society fails to change its public image within three years.

However, public concerns over its role in the relief efforts after the Lushan earthquake in southwestern Sichuan province, and their increased hesitation to make donations to victims via the Red Cross mean that China's largest charity organization is facing an uphill task.

China's Red Cross is yet to rebuild its tarnished credibility among the public after a 2011 scandal, in which a young lady using the name Guo Meimei, who claimed to work for an organization affiliated to the RCSC, posted on the Internet photos of her living a luxury lifestyle. The Guo Meimei scandal put the Red Cross in the public spotlight and people questioned how their donations were being used. Although a self-organized investigation claimed there was no connection between the RCSC or its branches and Guo, the public's concerns have not been fully eased, as the continuous public scrutiny has exposed poor management within the charity organization.