As the first New Year’s Gala with the theme of charity and public welfare in Suzhou, starting from 2019, it will be guided by the Propaganda Department of the Suzhou Municipal Party Committee and the Civil Affairs Bureau, hosted by the Suzhou Charity Federation, and hosted by Suzhou Radio and Television Media Group (Headquarters) The New Year Charity Gala has been held for six consecutive years. In the past six years, the party has raised a total of 269 million yuan in money and materials, and the number of viewers through the online live broadcast exceeded 20 million.
Highlight the main theme and tell the Suzhou charity story in the new era
As an annual charity gala in Suzhou, "Civilized Suzhou, Upward Charity" has already formed a brand effect. Innovatively telling charity stories and spreading warm and positive energy are the original mission of the party. Focusing on the three major areas of "helping the weak, emergency relief, and social welfare", we focus on charity assistance targets such as seriously ill patients, disabled people, migrant workers, "one old and one young", volunteers, etc. The Suzhou Charity Federation held 12 symposiums with units and departments such as Suzhou Radio and Television Station to discuss the party plan, so as to more comprehensively reflect the new image, new characters and new progress of Suzhou Charity in 2023.
Jin Yuanzhang, the former president of the Wuzhong District Cancer Rehabilitation Association, has successively promoted the establishment of 9 township-level cancer rehabilitation organizations to support the life journey of mutual aid for cancer patients. Chen Riheng, the owner of a blind massage shop, led 30 disabled people to find employment and established the "Kangfu Health Service Center" to provide free massage and other services to the elderly in the community. Qiqi, a girl with congenital heart disease in Wujiang (a child of migrant workers and a student aid recipient), successfully completed the surgery and returned to school with the help of all walks of life. The Municipal Charity Federation and the Suzhou Honghuashe Charity Foundation launched the “Everyone’s Dream Education Assistance Plan” to illuminate the educational path for children in Dashan. Qian Qihu, an academician of the Chinese Academy of Engineering, has donated a total of more than 20 million yuan. The video sent a message to the younger generation to serve the motherland. Wu Manxing, a police officer from Changshu Mocheng Police Station, created the "watch, listen and find the right" family search method, mobilized family search volunteers, and helped 72 family searchers find their way home... At the party, each warm and powerful act of kindness touched my heart deeply. Moved every audience.
In order to make old models shine with new luster and make new models stand out, directors have worked hard on story excavation and presentation form. Try to use different narrative methods, just to make the character stories of each year unique. Unlike previous short films that used dubbing to tell the story, blind massage parlor owner Chen Riheng recounted his own experience. The heart-warming feature film "With You Along the Way" is based on showing caring people working together to help charity in previous years. In the copywriting stage, the scene transition form was carefully designed and interpreted through key words such as "caring, enthusiasm, role model, perseverance, ordinaryness, inheritance". The connotation of charity conveys that "love is a cyclical force". The short film "Distant Expectations" actually follows multiple groups of families looking for relatives, and finally presents the first scene of family recognition.
The party has been held for six consecutive years, and the pressure to discover the stories of touching charity figures is increasing. Of the six main cases this year, four of them used group portraits as a basis. Cancer patients’ mutual aid journey, Dashan’s letter, family search, and you all the way... There will be nearly 30 story cases shot at the 2024 party. The story of caring for the poor and anti-cancer people on subsistence allowances has been featured in the party many times. The first one was presented in sketches, the fifth one was presented in the form of group singing and singing and dancing, and the sixth one was introduced by Jin Yuanzhang and mutual help with cancer patients... The creators are always looking for the perfect fit between story cases and charity projects. The story of family search is very touching. In 2023, we found a typical story of the police and private forces cooperating to promote family search. Charity and caring for police workers is also an important measure of innovative charity. Each story introduces the in-depth integration of charity with insurance, funds, trusts, and the Internet. In 2023, charity insurance will be provided to 412,600 people, covering 19 categories of people including teachers, medical staff, police officers, community workers, courier workers, veterans in need, and bone marrow donors. A total of 135 named funds have been established, totaling 206 million yuan. A total of 18 charitable trusts have been registered, with a total scale of 320 million yuan, ranking among the top in the country. Charitable organizations at all levels in Suzhou raised a total of 102 million yuan in online donations, with 2.3 million people participating.
Innovative program format, reflecting the combination of tradition and modernity
Suzhou has a long history and splendid culture.In this fertile soil full of spiritual essence, the charity culture rooted in the excellent traditional Chinese culture has always infiltrated the hearts of Suzhou people. Countless people have lit up "thousands of lights" with their "ordinary glimmers". The 2024 gala will reflect the combination of traditional charity and modern charity and the integration of traditional culture in terms of stage design, opening film concept, program design, and charity story selection. In 2024, the stage design will not only use the iconic love element, but also add Suzhou-style flower window elements with Suzhou characteristics. At the same time, a curved shape on the stage will be added to connect the main screen and the two side screens into one. In the opening film, an ordinary person who can represent you, me and others explores the true meaning of charity by tracing the history and life context. From the "Jiangnan Sage" Yan Yan's philanthropic concept, to Fan Zhongyan's founding of Fan's Yizhuang, Gu Yanwu's "everyone is responsible for the rise and fall of the world", to the Suzhou General Social Welfare Institute with a history of more than 300 years... Suzhou's charity culture has a long history and has influenced Generation after generation of Suzhou people. In the Da Ai short film "With You All the Way", the story selection of "Kunqu Opera is a charity performance popularization project for school students" and the original song and dance "Love in Suzhou City" incorporate elements of Pingtan and Wu dialect, all of which also present the charm of Suzhou's traditional culture.
Build an all-media publicity matrix to integrate charity into life
In terms of all-media communication, Suzhou Charity Federation and Suzhou Radio and Television Station fully mobilized the enthusiasm of various departments and worked together to create a good communication effect.
In the early stage, a party poster and light box promotion was carried out on Rail Transit Line 1. Suzhou Radio and Television Variety Show Production Center extracts core news elements and adapts them to various departments of creative "feeding materials". Each editorial department "adds ingredients" to creative planning and plans key products based on its own characteristics. Eventually, an all-media matrix communication was formed. Anchor Yang Bing warmed up the party in advance by saying "This city is 37°C" and Dalong, the host of the fifth charity gala, said "join hands to build a good cause".
On the day of the party, it was simultaneously broadcast online through Xinhua News Agency client, Guangming.com, Su Zhoudao, Kan Suzhou, Gravity Broadcast, Tencent Charity Tabloid, Live Suzhou, Suzhou News Video Account and other platforms. The number of views on the day reached 5.1568 million, and it was opened Online donations and an interactive area on the topic of "Civilized Suzhou, Charity with Me" were launched. During the performance, charity projects raised more than 110,000 yuan online. 16 caring companies on site raised placards and donated a total of 59 million yuan in money and materials. Through the "live + live broadcast" method, the civilized morality of "being good" is spread.
After the event, more than 30 pieces of relevant content were published on the entire network through Suzhou News WeChat account, video account, Douyin account, Weibo and other platforms, with a total reading volume (including playback volume) of more than 4.6 million times. The video account Suzhou, directly managed by the Municipal Party Committee Propaganda Department, forwarded the "Announcement of "Excellent Philanthropists of Suzhou City" and "Excellent Charity Units of Suzhou City"" "Promote the spirit of charity and build a city of great love, the 2024 Suzhou New Year Charity Gala will be held" Two short video products, "Light on Fingertips" and "Letter from the Mountains - Charitable Student Aid, Realizing Dreams and Growth", were issued by the Learning Power Platform in charge of the Propaganda Department of the Central Committee of the Communist Party of China, and were listed on the national learning platform and achieved very good results. External publicity effect. Several graphic and text products have been forwarded by official brands such as People's Video, China News Network, China Daily Network, Banyuetan Magazine, China Police Online, China Women's Daily, and China Weekly. Five topics including "Suzhou’s original songs for charity are filled with love for Suzhou City" have been on Weibo’s hot search rankings in the city. Among them, the Weibo topic "Retired policemen helped reunite 70 families" has been on the national hot search rankings, with more than 4 million views on the entire topic. The Douyin account "Thoughtful Appointment" released a second-generation video "Suzhou Receives a Thank-You Letter from Dashan", which ranked first on Douyin's hot list in the same city, with 5.33 million views.
Next, the 2024 charity gala will be broadcast on TV at the end of January and during the Spring Festival (13:00 on Saturday, January 27, 12:10 on Sunday, February 11, the second day of the Lunar New Year, Suzhou News Comprehensive Channel), At the same time, the MV for Suzhou's original charity song "Love in Suzhou City" will also be launched simultaneously on major video accounts as a warm-up for the party before the broadcast.
Yang Shuhe Peng Xiaoli
Source: Guangming.com
