Participate in public welfare communication to create a beautiful future Beijing International Public Welfare Advertising Forum Forum

Gathering social consensus and exploring how public welfare advertisements should bear the mission of the times. On the morning of August 11, the theme Forum of the Fourth Beijing International Public Welfare Advertising Conference "Practicing Public Welfare Communication and Creating a Beautiful Future" was held in Shougang Garden, Beijing. Zhang Chunyan, a second -level inspector of the Beijing Radio and Television Bureau, delivered a speech. The forum was chaired by Goryeohua, a professor and doctoral instructor of Beijing University of Technology and Commerce.

In his speech, Zhang Chunyan said that this year is the forty years of public welfare advertisements. In the past 40 years, public welfare spread has grown from a seedling to a towering tree, which has achieved fruitful results. Take this opportunity to recall the years of the public welfare advertisements, discuss the mission tasks of the future of public welfare advertisements, and jointly look forward to the good future of public welfare advertisements on the new journey. There are four experiences in the development of public welfare advertisements in the past forty years. One is to highlight the guidance and adhere to the party's leadership; the other is to highlight the times and serve the national strategy; the third is to highlight popularization and integrate social forces; world. Public welfare advertisers must uphold the concept of the community of human destiny, focus on studying the topics of social hotspots and human care, and vigorously promote the artistic nature of Chinese red public welfare advertisements. The new form of world civilization has made our contribution. Public welfare advertisements should develop and innovate in the new era and new journey, practice public welfare communication, and create a better future.

Director of the Institute of Modern Advertising in Peking University

PhD Tutor

Be handsome

Zhu Shuai, director of the Institute of Modern Advertising and doctoral students of Peking University, sorted out the history and development path of China ’s public welfare advertisements for forty years at the macro level. Zhu Shuai said that when we face the current and complicated world changes, the more we have to find the rules from history and the experience of responding to the current change. Look at the development of advertising history from a long period of vision. Since 2012, public welfare advertising has gained more and more attention in the country's policies. It can be said that public welfare advertisements are truly broken than commercial advertising. Charity advertisements have won social reputation and credibility for advertising. The technical means of advertising have also developed rapidly. Looking back at the history of public welfare advertising over the past forty years, history is a mirror of development. Review of history allows us to obtain many wisdom in response to the current change. At the same time, the development of public welfare advertisements has also brought new inspiration to exploring the problem of advertising and the writing of the history of advertising.

Deputy Director of Beijing Radio and Television Life Channel Center

Bai Yanjun

Bai Yanjun, deputy director of the living channel center of Beijing Radio and Television, said that the evolution of my country's public welfare communication has gone through three stages. The main body of the 1.0 era is mainly based on government public welfare organizations. The form of communication is mainly text pictures, audio and video. The 2.0 era is basically the period when it is now. A large number of forums, blogs, Weibo, and WeChat have emerged. Social media have entered the field of communication, from a single linear communication in the past to a period of immersive experience. The public's identity is also increasingly diversified. The third stage is accompanied by the maturity of the concept of public welfare, the way of communication is more smooth, and the subject has become more diversified. Public welfare agencies and Internet platform users can participate in the main body of public welfare communication. Public welfare is becoming a way of participating in convenient and interactive sharing, and becoming a common social responsibility for communication platforms and users.

Nowadays, the concept of public welfare is widely integrated into TV and online video content with a more three -dimensional, diverse and open attitude, and has become an important core. The value of public welfare has been moving from the era of pure public welfare advertising to the era of public welfare communication that is "non -public and non -propagation". This is not only a new state of public welfare dissemination in the Internet era, but also a higher quality and higher level of return to the value of radio and television and online video media.

Beijing Gehua Cable TV Network Co., Ltd.

Deputy general manager

Jiang Hongzhi

Jiang Hongzhi, deputy general manager of Beijing Gehua Cable Television Co., Ltd., said that since its establishment, Gehua Cable has been put first on social responsibility. The development of the company is always talking about social responsibility. Five years ago, China's barrier -free movie just started. At the end of 2017, Communication University of China, Gehua Cable, and Oriental Jiaying jointly launched the "Light Cinema" barrier -free movie public welfare project to release classic films for the visually impaired people. In the past five years, Gehua Cable has done a total of 300 public welfare screening activities, benefiting more than 3 million people.

Tencent Charity Chief Content Officer

Shi Chuannan

Mr. Shi Chuannan, chief content of Tencent Charity, said that Tencent Charity pays attention to the true issue of the public welfare industry by creating the theme. "Little Red Flower Day" is the new model of Tencent Public Welfare based on the public welfare communication platform this year. On the "99 Public Welfare Day" this year, a series of "Little Red Flowers Concert" will be held. In the future, it will also become a normal public welfare content model. In the form of a concert, it is expressed in the video. Through the influence of the celebrity, fans are called on the form of the concert to promote the ability of the public welfare institution to release and empower the concept of public welfare.

Deputy Director of the Brand Management Department of Yili Group

Shi Yu

Shi Yu, deputy director of the brand management department of Yili Group, said that public welfare advertisements are facing the update from the 1.0 era to the 2.0 era, and now it is necessary to break through the limit of advertising boundaries. The six words "unbounded, co -creation, immersion" summarize the keywords of the current public welfare advertisement. "Unbounded" refers to breaking through all restrictions. "Co -creation" is to use the current digital media and social media to enable consumers to participate in it, and to contribute to our public welfare programs. Let the brand and consumers be integrated in the demands of public welfare. "Immersion" is to provide consumers with some scenarios, allowing them to participate in the brand's public welfare claims, and even participate in specific public welfare projects. By continuously paying practical actions, building brands that co -build to good society, and finally harvest more consumers' true respect and love for the brand. Secretary -General of the China Advertising Association Advertising Spokes Committee

Zhang Zhipeng

Zhang Zhipeng, Secretary -General of the China Advertising Association Advertising Spokesperson Work Committee, said that the spokesperson effect is of great significance to public welfare. First of all, the spokesperson effect can improve the utilization rate of public welfare resources and allow help to implement it. Secondly, the spokesperson effect can promote the continuous and healthy development of social welfare undertakings. Third, guide the audience to establish the correct concept of public welfare. We must not only realize the role and effect of the spokesperson, but also evaluate its risks, but also hope that more brand platforms, enterprises, and spokespersons will join the public welfare cause to play more role.

The conference is directed by the State Administration of Radio and Television, the Beijing Municipal People's Government, and sponsored by the Propaganda Department of the Beijing Municipal Committee of the Communist Party of China and the Beijing Radio and Television Bureau. The conference lasts for three days, mainly including the opening ceremony, theme forum, the master's feast, the series of promotion activities, the public welfare ceremony, the public welfare advertising work competition, and the display of outstanding public welfare advertising works. The conference uses public welfare advertising carriers to advocate people to pay attention to public welfare, support public welfare, participate in public welfare, and continuously promote the society.

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