"2021 China Performing Star Public Welfare Observation Report" was released in Beijing

On August 9th, I will be launched by the support of the National Communications Innovation Research Base for Public Welfare Advertising, Beijing Aiman ​​Data Technology Co., Ltd., and the "2021 China Performing Star Public Welfare Observation Report" by the ABC Better Social Consulting Society. The 2022 Fourth Beijing International Public Welfare Advertising Conference was officially released. This is the fifth consecutive year of the report. 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.

In my invitation, Ding Junjie, a professor of Communication University of China and Dean of the National Advertising Research Institute, as a special invitation publisher, introduced the main views and content of the "2021 China Performing Star Public Welfare Observation Report" (hereinafter referred to as the "Report").

△ Ding Junjie, a professor of Communication University of China and Dean of the National Institute of Advertising, released the "Report"

The "Report" contains five parts: Star Charity 2017 ~ 2021 5 -year historical retrospective, 2021 Star Public Welfare Practice Observation, Star Public Welfare 2021 Practice Focus, Star Public Welfare core ecosystem model analysis and star public welfare ecosystem development direction. The report shows the situation of the improvement of regulations and policies in the past five years, economic development, clear social issues, and digital technology empowerment, and obtain a judgment of star public welfare into the important transformation period. From the beginning of 2020, the new crown epidemic was in dangerous time such as the severe rainstorm disaster in Henan in July 2021. The star group actively acted, and many excellent cases emerged. In the past five years, public welfare institutions and traditional issues are still the "cockpit stones" of star public welfare. The concept of star public welfare is becoming more mature, the donation behavior is refined, and the stars are more cautious when participating in public welfare actions. In terms of communication channels, Weibo is still the main position, and live broadcasts, e -sports and other channels are in a period of innovation.

The "Report" also pointed out that in 2021, the public welfare participation of young artists has improved, and the trend of diversification, segmentation, and depth of the star public welfare is prominent. The stars focus on the actual needs of the audience. Star public welfare needs to be improved in depth and continuity, and its standardization still has room for improvement.

For the first time, the "Report" proposed the concept of "star public welfare core ecosystem model". Under the support of the ecosystem, the development of the star public welfare undertakings can be achieved "metabolism", and benign operation and cycle. Accurately understanding and grasping the status quo of the star public welfare ecosystem will help continue to optimize and improve the development environment of the industry, and promote the sustainable development of star public welfare practice.

The report writing group also launched the "S20 China Performing Star Classic Case Collection (2021)" through the information of the star public welfare case collected by the open channels to conduct, observe, and research. The four aspects of innovation, on the basis of the 40 surrounding cases of 2021, have selected 20 outstanding public welfare cases for enthusiastic people from all walks of life to care about celebrities' public welfare reference.

Scan the QR code to view the full version report and case set

"2021 China Performing Star Public Welfare Observation Report"

"S20 Chinese Performing Star Classic Case Collection (2021)"

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