The 2026 National Insurance Publicity Day campaign, under the annual theme "Advancing the '15th Five-Year Plan': Insurance Provides Greater Confidence for the Journey Ahead," has officially commenced. This initiative is organized by the Insurance Association of China and guided by the National Financial Regulatory Administration.
China Life Insurance Company Limited (SH: 601628, HK: 2628), a leading state-owned financial and insurance institution, has responded actively to the industry-wide call. The company has mobilized its nationwide branch network to comprehensively initiate publicity efforts for this year's event. Centered on the political and people-oriented nature of financial work, the campaign will focus on the company's core business responsibilities and align with national priorities. It will advance across "five key directions" through integrated online and offline activities, showcasing the vital role of insurance in serving national strategies, supporting the real economy, and safeguarding public welfare.
Initiating Public Engagement Activities
Coinciding with the important date of the "July 1st" Party Founding Day, China Life will leverage its grassroots Party organizations and members to spearhead public-themed flash mobs titled "Staying True to Our Mission, Insurance Travels With You." These activities will take place at red education bases, urban cultural landmarks, and community squares, featuring on-site Party history studies and sharing of inspirational stories, aiming to inherit the revolutionary spirit and continue the tradition of serving the nation through finance.
Launching Digital Content Creation Campaigns
To align with new media trends, China Life will build a multi-dimensional online content matrix to disseminate financial and insurance knowledge in a youth-friendly manner. This includes utilizing AI technology to produce a video series titled "AI Insurance Agent Takes You Through Classic Insurance Scenes" to vividly demonstrate insurance functions. Additionally, the company will deconstruct insurance logic through engaging storylines, such as in the "Four Great Classical Novels Talk Insurance" short video series, which uses elements from classic literature to illustrate insurance scenarios. Participation in the "A Little Red Flower" public welfare quiz on insurance knowledge is also organized to promote awareness and charitable concepts, enhancing public connection.
Deepening Community Outreach Programs
China Life will continue to deepen its "Insurance into Five Spheres" series, intensifying efforts to bring financial knowledge and services into schools, rural areas, communities, government institutions, and enterprises. The focus will be on establishing convenient insurance service points and warm stations, conducting consumer rights protection publicity, and organizing diverse activities related to risk reduction and disaster relief to tangibly enhance public satisfaction.
Implementing Public Welfare Service Initiatives
Grounded in areas such as rural revitalization, Healthy China, elderly care finance, and inclusive finance, and leveraging the inherent functions of insurance alongside corporate social responsibility, the company will provide public welfare insurance coverage and services to regions and groups in need, allowing the benefits of insurance to reach a broader population.
Amplifying the Insurance Narrative
Utilizing national and local mainstream media platforms as well as its official self-media channels, China Life will concentrate on key promotional areas including technology insurance, agricultural insurance, services for the elderly and new urban residents, and risk reduction and disaster relief. The effort will produce in-depth feature reports, grassroots service stories, and case studies on livelihood protection.
Alongside mainstream news publicity, China Life will capitalize on the strengths of new media. By comprehensively employing diverse and popular formats such as live streams, videos, audio, comics, and图文, and focusing on public communication channels, the company aims to build a synergistic communication matrix for optimized outreach, transforming positive messaging into widespread impact. Through these multi-faceted, integrated media campaigns, the company seeks to communicate the value and functions of insurance to the public.
Since its inception in 2013, the National Insurance Publicity Day has become a cultural hallmark of the insurance industry, earning widespread acclaim. In this year's activities, China Life remains committed to active participation and diligent implementation, continuously expanding the reach and influence of insurance publicity to contribute to the high-quality development of the insurance sector.