"Run" runs in nine years, the road to ten seasons of public welfare

This year, "Run" has released two short videos of public welfare.

One is full of creativity, pointing to the present, the "Running Treasure" public welfare plan for Turpan's grape creative publicity;

One full of feelings, pointing to the way, the number of public welfare operations in the nineteenth seasons of "Run" from 2014 to 2022.

After being moved, we suddenly realized that it seems that No. 1 never has a systematic combing and depth discussion on the topic of "variety public welfare".

Through this article, we discussed the topic of variety show public welfare on the road of "Run" on the road of variety show public welfare for ten seasons.

One month of public welfare relay

The first short film is the creative short film "Running Treasure Turpan's grapes".

At the beginning of the short film, because Turpan's grapes were familiar, the villagers gathered together, and a sales conference of brainstorming was started. Some people proposed to buy grapes to send night light cups. At the time of being unpredictable and unsatisfactory, the foreign aid of the treasure plan of "Run" was suddenly received: "The treasure plan is here to help!"

So, when the picture turned, cut into the special event of the "Ten Fruit of Midsummer" -Turpan's grapes "on June 29th. Four types of Xinjiang grapes are recommended. The audience played "Turpan's grapes is familiar" on the public screen. The program group gave the first mature Turpan grapes to lucky audience through screenshots.

Then, the picture returned to the sales conference. The villagers cheered while watching the live broadcast: Wow, our live broadcast volume exceeded 20 million; wow, our grapes were hot!

Finally, from the lively group statue back to a single interview, one after another Turpan local fruit farmers, simple and sincere talking about their grapes, their treasures.

As a result, in such a 4 -minute public welfare short film, as a short film, it has the origin, process, results, ending, and a very complete narrative. As a public welfare It is a public welfare that has fallen into practical.

Its other ingenuity is reflected in the time cycle of the entire public welfare fermentation-

From the public welfare live broadcast on June 29, to the public welfare short film on July 26, and the end of July 29th, it allowed the audience Essence

The more capable of fermentation, the more energy has the more energy. In particular, for Turpan's grapes, this month is the continuous peak season.

And this action also fully reflects the three characteristics of "variety show public welfare":

First, multimedia.

In this operation, Zhejiang Satellite TV comprehensively used the model of live broadcast+short video+variety show. The variety show is the public welfare engine, which attracts the audience to pay attention to the public welfare live broadcast through the IP power of "Run"; the live broadcast is the public welfare home, and the 20 million live broadcast users recommend Turpan grapes; the short video is the public welfare node, which is both the last round of public welfare live broadcast. The fall point is the starting point of a new round of public welfare communication.

Second, high creativity.

Compared with other public welfare models, variety show public welfare has more cultural additional and creative increases.

For example, in the public welfare live broadcast, the first time of the role -playing recommendation mode is adopted. Princess Iron Fan, Sun Wukong, Red Children, and Prince Watermelon, grape recommendation in the role setting.

For example, in the public welfare short film, the story of the story and narrative is more rare, so that the audience can quickly understand the full picture of this public welfare operation within the fragmentation time of the fragmentation time.

Third, strong participation.

Merchants do public welfare, follow the law of communication to do public welfare--

Taking literature and art as the hot field, public welfare as the finale. Step by step, and finally outbreak.

Therefore, the show team first reviewed the unforgettable moments of the season with the audience and friends, and moved together; then let the guests show their talents, there are funny and wonderful. When the popularity of the live broadcast reaches the highest value, the atmosphere of the audience is just right, and then entering the public welfare recommendation is not only the benefits of the audience, but also the support of the fruit farmers. Essence

And this is the core value of "variety show public welfare "--

With variety shows as a media, large flow spreads positive energy, and positive energy has become a large flow.

The more a large variety show with national influence, the more large flows can be seamlessly connected with positive energy and empowerment with each other.

From sprinter, to long -distance runner

And another short film, let us return to the starting point from the moment, back to the way.

"Run" is to do public welfare.

At first, it was donating running shoes; later, the runway, sports park, and dream library began to build a runway, sports parks, and dream libraries. Later, it was not only satisfied with donations and construction, but began to make more grand public welfare propositions.

Through this short film, I saw on the 1st is that the road of "Run" is roughly divided into two stages -

The first stage is the stage of sprint relay.

From 2014 to 2018, every year, the program group will launch a new public welfare operation:

In 2014, the "Let Ai Yi start -Public Welfare Running Shoes Program";

In 2015, the "Sunshine Runway" public welfare hiking plan, "Run Sunshine+" youth growth assistance plan; in 2016, initiated the "National Public Welfare Run" plan;

In 2017, the "Running Energy Pack" plan was launched;

In 2018, the public welfare operation of "running to the sun, using love with love" was launched.

In the process of getting a stick a year, we see that the new stick is the development of the previous stick:

From 2014 to 2015, the donated supplies expanded from running shoes to runway and reading resources; from 2015 to 2016, it integrated two public welfare projects into a concentrated public welfare project and turned into public welfare materials with running; From 2016 to 2017, the target of public welfare care was brought closer from remote children to runners around them; from 2017 to 2018, it made the public welfare plan's intention. Interpretation- ——

"Running Xiangyang" corresponds to the spirit of exercise, and "accompanies with love" corresponds to the companionship of knowledge. Not only do you donate sports infrastructure and build a dream library, but also let the MCs become physical education teachers and run to the sun with the children; MCs also enter the classroom, share books and recite classics with children, and accompany their knowledge with love.

The second stage is the long -distance running stage.

Since 2019, Zhejiang Satellite TV has launched a long -term public welfare plan for "Running Treasure "-

In 2019, when you came to Macau, the Yanchuan cloth pile of the life of the Loess Plateau was displayed in the Macau Tower of Macau with a modern urban atmosphere. With the brothers as the bridge, the two places between the Master of Yanchuan Folk Art and the local people in Macau also set up at the event. On the occasion of the 70th anniversary of the founding of New China and the 20th anniversary of the return of Macau, this public welfare activity based on the intangible cultural heritage of the motherland is not only a public welfare action to protect traditional culture, but also a very important patriotic education.

In 2020, the first stop came to Guilin, Guangxi. It not only promoted Guilin Intangible Cultural Heritage and local local local specialties through public welfare live broadcast. , Donate all the income schools in the disaster area; the second stop came to Ningxia Central Guard to launch the "Long River in the Desert, read poems for love", and warm public welfare activities. Loved down jacket.

In 2021, when he came to Jinan, Shandong, through the live broadcast of 11 platform public welfare, it not only demonstrated the heroic food culture of Shandong people to eat green onions and drink big bowls of tea, but also showed Shandong Drum, Jinan Kuaishu, and national intangible heritage. The folk culture, the warm atmosphere also set 32 ​​hot search on the entire network.

In 2022, when I came to Turpan, Xinjiang, I did my homework very much in advance. To purchase the first mature Turpan grapes this year, we can make a good job of recommending agricultural products before the official entering the sales season. It really serves rural rejuvenation.

And when we understand the road of public welfare along the way, we find that these good ideas are derived from creation and from reality.

Its starting point is that during the recording process in the first season, I heard that there were children in a local school that could not even wear a new pair of running shoes, so there was the original "public welfare running shoe plan";

Its development is also a touch of true feelings with the true feelings.

Because the theme of the "Yellow River Chorus" in Yanchuan in 2017, the program team has always wanted to do something for Yanchuan's cultural dissemination, so there is the first time of the "Running Treasure". Action of entering Macau;

Because of the special season "Yellow River" preparing for "Run", it is deeply moved in the tap of the era and historical context of the culture of the Yellow River. Activity;

Because of the grapes to come to Turpan during the mature season, I think the people think, and the eagerness farmers are urgent, so there is a special event of "Ten Fruit of Midsummer -Turpan Grapes".

Therefore, in essence, "Variety Public Welfare" has stimulated public minds, empathy and compassion in the process of creation, and only has the planning of the heart and natural revelation.

History of public welfare evolution in the nineteenth seasons

Just like a plant, it was a seed at first, but the longer the older, the longer the higher, the big tree in the blink of an eye;

It is also like a pedestrian. Maybe I just wanted to run a few steps at first, but I did n’t know if I did n’t know it, and it was nine years to look back.

These nine years and these ten seasons are the course of "Running" on the road of public welfare.

It has evolved longer and longer.

The first stage is the continuous iteration and continuous upgrade of the year; but in the sixth year, it found a clearer positioning, direction, and goal, so it established a stable public welfare brand such as "Running Treasure".

This "qualitative" can continue to cultivate and continuously pouring, so that it can have a longer precipitation effect. In fact, the same is true. Last year, the Treasure Plan Shandong Station's viewing volume was 6.48 million and 32 hot search; this year Turpan Station had 21.76 million viewing and 43 hot search. With the development of public welfare brands and the continuous participation of audiences, it is expected to exert greater energy in the future.

It has evolved more and more.

The public welfare theme of "Run" has always been "running". However, in the first stage, this "running" focuses more on "running" itself, so it is more to donate runway runways to call on the national movement; and in the second stage, this "running" is extended to "run" To go to all parts of the country, you can spread culture or flavor, which can be educated both patriotic education or disaster relief. It has opened the pattern of its own public welfare cause. Today, the public welfare operation of "Run" has covered it from the body, to the spirit, to the material, to the environmental protection, from children, farmers, to ordinary people, from special zones, to disaster areas to disaster areas. To help the area.

There are "hard public welfare" materials donation- ——

The "Sunshine Running Shoes Program" donated more than 15,000 new running shoes to 39 schools. Build 31 dream libraries with love with love.

There are also humanistic transmission of "soft public welfare "--

The Propaganda Department of the Yan'an Municipal Party Committee of the Communist Party of China and the Propaganda Department of Yanchuan County of the Communist Party of China extended a letter of thanks. Thanks to the show team to visit Yan'an Yanchuan on the field more than two months ago, let more people know Yanchuan's cloth pile paintings, know Yan'an, After knowing Yanchuan, it has greatly promoted the inheritance and protection of intangible cultural heritage, as well as the development of the local cultural tourism industry.

The "Run" Brothers won the title of "Garbage Category Environmental Propaganda Ambassador" issued by the Ministry of Housing and Construction and the Central Committee of the Regiment.

No. 1 conclusion

If it wasn't for this short film today, many people may not be imagined. "Run" has been done in the nine -year ten -year public welfare. From the first quarter, it has never fallen in the first quarter.

It is worthy of praise, and long -distance running ten seasons is worthy of respect.

This is a rare persistence, persistence and firmness.

In it, we also see the value of "variety show". It has stronger connection, higher communication, and greater social mobilization. It can mobilize more social organizations to join forces, mobilize more The collective participation of ordinary audiences can convert large flows into positive energy and make positive energy a large traffic. It can maximize the "public" and maximize "benefit".

Therefore, variety show public welfare is a power that needs everyone's support and attention in public welfare. More platforms with a sense of social responsibility and platforms with awareness of public service are not only supported overnight, but can be persisted for ten years.

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