China Media Group’s special program ‘Safe Journey 2024’ made its grand premiere on Monday night, captivating audiences across the nation with stories of China’s remarkable journey in traffic safety over the past 75 years.
Broadcast during prime time on CCTV-1 and CCTV-12, and streamed on popular platforms like Douyin, Kuaishou, and Weibo, the program highlights the transformation of China’s road transportation and the evolution of travel habits.
In ‘Safe Journey 2024,’ CMG hosts traveled to Guangdong and Liaoning provinces to explore how China’s road transportation has developed over the years. The program featured inspiring stories such as Hangzhou’s renowned practice of vehicles yielding to pedestrians, Chongqing’s adoption of fully electric buses, and a village’s enhancements of traffic safety measures.
Since the founding of the People’s Republic of China in 1949, the length of China’s integrated transportation network has expanded from 100,000 kilometers to an impressive 6 million kilometers, showcasing the nation’s commitment to improving connectivity and safety.
The program also leveraged innovative cross-media communication strategies to maximize its impact. CMG utilized creative short videos, interactive live broadcasts, and trending topics to enhance audience engagement. Olympic champions and cultural figures joined the campaign, partnering with platforms such as Weibo, Douyin, Kuaishou, and Tencent to drive widespread attention.
More than 30 media outlets participated in the effort, creating a nationwide buzz around safe travel ahead of National Traffic Safety Day on December 2. The program collaborated with traffic management departments across the country to deliver 32 episodes of open classes on traffic safety. These sessions featured frontline traffic officers sharing expert insights on safe travel, further educating the public on essential safety practices.
Reference(s):
cgtn.com
