From February to May, the Chinese public will see more videos promoting family love and values called "Seek the Most Beautiful Families." The campaign was initially organized in 2014 and will premiere on New Year's Day this year. It sets to identify the best role family model in China in time for the Chinese Lunar Year.
All-China's Women's Federation (ACWF) sponsors the campaign, aiming to highlight family values and traditions as well as foster core socialist values.
Proper family values and the importance of relationship are the main points of the first video released to the public. It was seen across 130 cities via LED screens set up by Focus Media and televisions for sale.
The Chinese public will see more of this through mobile television systems along China Railway High-Speed (CRH) service and print advertising at Capital bus stations from March 1-15.
To date, almost 500,000 posters have been released already to China's provincial women's federations. The words "Where there is a home, there is family love" are all over the promotional poster and is expected to reach major provinces in the country.
ACWF seeks not only to cover more provinces with large populations, but most especially the poverty-stricken areas.
Officials of ACWF believe that good family values and traditions are the core indicators in selecting model families. The foundation will not only reward publicly the model families but also criticize bad traits too.
Ultimately, the federation seeks to promote positive energy among Chinese as well as social socialist values.