Xiaohongshu Public Welfare
In the Countryside, I Can Make a Difference
Year
2025
Services
DOOH Advertising
Social Media Content
Background & Objectives
In 2024, Xiaohongshu and Xinhua News Agency launched the "Village Wandering" campaign, aiming to inspire young people to return to rural areas with dreams. The story centers on a fictional bridge called "Xiaohongshu Bridge" that connects youth to their hometowns, agriculture, and culture. Each person’s small efforts can link to larger changes. How do young people find their place back in the village? This became the key creative challenge.
Creative Insight
The film’s theme “In the countryside, I can make a difference” explored how young people return home to make small but powerful changes. Xiaohongshu becomes the platform that connects their efforts with national revitalization.
Strategy & Execution
The story follows three individuals who returned from cities to rural villages to start a new life. Each person’s journey reflects the theme of “In the countryside, I can make a difference”. For example, one avocado farmer built a brand with local villagers; a young museum director returned to preserve Mosuo culture; a female climber developed China’s first certified natural climbing base in her hometown. Visually, we used miniature tilt-shift photography to make large village landscapes appear like small models—symbolizing "big dreams in small places."
Results & Impact
Premiered on January 10, 2025 across Xiaohongshu’s public accounts, Xinhua’s video channels, and the “Gongyi Shu” platform.
Earned over 30,000 interactions on WeChat Video; Xiaohongshu views approached 10 million.
Trending on Weibo the next day; awarded “Public Welfare Short Film of the Year” at the 4th Golden Spider Awards.
Covered by over 40 major outlets including People’s Daily, Liberation Daily, and China.com
