Beijing, China – October 28, 2025 – A team of undergraduate students from the School of Journalism and Communication at Peking University has achieved a historic win, capturing the Gold Award at the China Advertising Industry Awards’ Yellow River Award ceremony, held on October 24, 2025. The winning project, titled “A Minute of Silence,” distinguished itself among over 5,000 entries, securing recognition as a leading example of impactful public service advertising in China.
The Yellow River Award, established in 1982 and sanctioned by the State Council, stands as the highest honor for excellence in public service advertising within the country. This year,only 36 projects received accolades,with the Peking University team’s victory marking the first time students have surpassed established media and advertising firms to claim the top prize.
The ‘A Minute of Silence’ Campaign
Table of Contents
- 1. The ‘A Minute of Silence’ Campaign
- 2. Innovative Coursework Drives Success
- 3. Student and Faculty Perspectives
- 4. The Growing Importance of Public Service Advertising
- 5. Frequently Asked Questions
- 6. What specific social issue did the 2022 undergraduate team’s award-winning PSA address?
- 7. 2022 Undergraduate Team Secures Yellow River Gold Award in Chinese Advertising Industry’s Public Service Announcements
- 8. The Meaning of the Yellow River Award
- 9. Details of the 2022 Winning Campaign
- 10. The Rising Importance of PSAs in China
- 11. 180 China & Industry Recognition
- 12. Benefits of Winning Advertising Awards in China
- 13. practical Tips for Creating Effective PSAs in the Chinese Market
- 14. The Future of Public Service Advertising in China
The award-winning Public Service Announcement, “A Minute of Silence,” was developed by a team of ten students – Hu Yuanchu, li Ailing, Zhai xu, Meng Jiaqi, Quanquanfu, Li Zhiwei, Wu Xiangyu, Wang Yiting, Zhang Yulin, and Li yanshu – as part of their “Creative Communication Management” course.This innovative course uniquely blends theoretical knowledge with hands-on practical experience.
The campaign focused on raising awareness and funds for the treatment of cleft lip and palate, a condition affecting many children. Students volunteered in Zhengzhou, gaining firsthand insights into the challenges faced by those impacted, which profoundly informed their creative approach. Their efforts culminated in a digital campaign that generated 347,400 yuan in donations, achieving an extraordinary Return on Investment (ROI) of 3.87.
Innovative Coursework Drives Success
“Creative Communication Management” represents a novel pedagogical approach, integrating academic rigor with real-world application. as 2021, the course has partnered with ByteDance Charity, providing students access to resources and technical support for thorough digital public welfare campaigns. The course’s success has led to its adoption by seven universities, including Renmin University of China and the Minzu University of China.
To date, students involved in this programme have collectively raised over 13 million yuan for ten different NGOs. The course has also been praised for its integration of ideological and political education, fostering a sense of social responsibility alongside professional development.
| Key Metric | Value |
|---|---|
| Total Donations Raised (Course-Wide) | 13 Million+ Yuan |
| Donations Raised by “A Minute of Silence” | 347,400 Yuan |
| Campaign ROI | 3.87 |
| Number of Partner Universities | 7 |
Student and Faculty Perspectives
“A few months ago, we were simply students grappling with coursework. Today, we are recipients of China’s highest public service advertising award,” shared a member of the winning team. “This course has shown us that public welfare is about both giving and receiving, and it has profoundly impacted our growth.”
Professor Chen Gang emphasized the significance of this achievement,stating,”This gold medal recognizes the students’ ability to master the entire process of digital public welfare communication. It also highlights the prosperous integration of university teaching with evolving industry needs.”
The Growing Importance of Public Service Advertising
Public service advertising plays a crucial role in addressing social issues and promoting positive change. According to a statista report, advertising spending in China reached approximately 887.4 billion yuan in 2023,with an increasing portion allocated to socially conscious campaigns. As consumer awareness of social responsibility grows, brands and organizations are increasingly prioritizing public service initiatives.
Did You Know? The advertising industry is projected to continue its shift towards purpose-driven campaigns, with consumers actively seeking out brands that align with their values.
Pro Tip: Effective public service advertising focuses on storytelling, emotional connection, and clear calls to action.
What role do you think advertising plays in promoting social good? How can public service campaigns be made even more impactful in the digital age?
Frequently Asked Questions
- What is the Yellow River Award? The Yellow River Award is China’s highest professional award for public service advertising, recognizing outstanding contributions to social good.
- What was the focus of the “A Minute of Silence” campaign? The campaign aimed to raise awareness and funds for children needing cleft lip and palate treatment.
- What makes the “Creative Communication Management” course unique? It combines theoretical learning with practical, real-world experience and collaboration with industry partners.
- How much money did the “A minute of Silence” campaign raise? The campaign raised 347,400 yuan.
- What is the ROI of “A Minute of Silence” campaign? The ROI of the campaign was 3.87.
- How many universities adopted the “Creative Communication Management” course? The course has been adopted by seven universities, beyond Peking University.
Share this inspiring story and join the conversation! What other innovative approaches can drive impactful public service advertising?
2022 Undergraduate Team Secures Yellow River Gold Award in Chinese Advertising Industry’s Public Service Announcements
The Meaning of the Yellow River Award
The Yellow River Award, presented at the China International Advertising Festival, is a prestigious recognition within the Chinese advertising landscape. Winning this award signifies not only creative excellence but also a deep understanding of the Chinese market and cultural nuances. It’s considered a benchmark for impactful public service advertising (PSA) and effective social advertising campaigns. The festival itself is a key event for advertising in China, attracting industry leaders and showcasing innovative work.
Details of the 2022 Winning Campaign
In 2022, an undergraduate team achieved a remarkable feat by securing the Gold Award at the 24th China International Advertising Festival for their public service declaration. While specific details regarding the team’s university and the exact PSA campaign are currently limited in publicly available data, the achievement highlights the growing talent emerging from Chinese universities in the field of creative advertising.
This win is especially noteworthy as it demonstrates the ability of young creatives to produce work that resonates with the public and addresses important social issues. The judging criteria for the Yellow River Award typically focus on:
* Creativity & Innovation: Originality of the concept and execution.
* Social Impact: The potential of the PSA to create positive change.
* Production Quality: Technical excellence in filmmaking and editing.
* Relevance to Chinese Society: Addressing issues pertinent to the Chinese context.
The Rising Importance of PSAs in China
Public service announcements are gaining increasing importance in china as a tool for promoting social obligation and addressing critical issues. The Chinese government actively encourages the creation and dissemination of PSAs focusing on areas such as:
* Environmental Protection: Raising awareness about pollution and conservation.
* Public health: Promoting healthy lifestyles and disease prevention.
* Social Harmony: Fostering positive values and community spirit.
* Cultural Preservation: Protecting and promoting Chinese heritage.
This increased focus translates into more opportunities for advertising agencies in China and aspiring creatives to contribute to meaningful campaigns. The demand for skilled professionals in social marketing and cause-related marketing is also on the rise.
180 China & Industry Recognition
The success of this undergraduate team aligns with the broader recognition received by agencies operating within China. 180 china,for example,has been recognized with a Silver Award at the 17th IAI International Advertising Awards and a Silver Award of the Yellow River Award,demonstrating a high standard of work within the industry. This demonstrates a competitive landscape where innovative and impactful advertising is highly valued.
Benefits of Winning Advertising Awards in China
Securing awards like the Yellow River Award offers several benefits:
* Enhanced Reputation: Increased credibility and recognition within the industry.
* new Business Opportunities: Attracting potential clients and partners.
* Talent Acquisition: Attracting and retaining top creative talent.
* Industry Influence: Establishing thought leadership and shaping industry trends.
* Career Advancement: Providing valuable experience and recognition for the team involved.
practical Tips for Creating Effective PSAs in the Chinese Market
For aspiring advertisers looking to create impactful PSAs in China, consider these tips:
- Understand the Cultural Context: Thoroughly research Chinese values, beliefs, and sensitivities.
- Focus on Emotional Connection: Craft narratives that resonate with the audience on an emotional level.
- Utilize Storytelling: Leverage the power of storytelling to convey your message effectively.
- Keep it Concise: Chinese audiences frequently enough prefer short, impactful messages.
- Leverage Digital Platforms: Utilize popular Chinese social media platforms like WeChat and Douyin to maximize reach.
- Collaborate with Local Experts: partner with local agencies and creatives to ensure cultural relevance.
The Future of Public Service Advertising in China
The future of public service advertising in China looks promising. with increasing government support, growing social awareness, and a new generation of talented creatives, we can expect to see even more impactful and innovative PSAs in the years to come. The success of the 2022 undergraduate team serves as an inspiring example of the potential that lies within the next generation of Chinese advertisers.The continued growth of the Chinese advertising market will undoubtedly fuel further innovation and creativity in this vital sector.
