China Media Group’s special program “Safe Journey 2024” premiered on Monday during prime time on CCTV-1 and CCTV-12. Simultaneously, it was streamed across major social media platforms, including Douyin, Kuaishou and Weibo.
Focusing on the theme of the 13th National Traffic Safety Day, which falls on December 2, the program highlighted the 75-year development of China’s road transportation, the transformation of people’s travel habits and remarkable advancements in traffic safety.
In the program, CMG hosts went to Guangdong and Liaoning provinces to learn how China’s road transportation developed over the past years.
The program featured stories from various stakeholders in traffic safety, including Hangzhou’s nationally renowned practice of vehicles yielding to pedestrians, Chongqing’s promotion of fully electric buses and a village’s enhancements of traffic safety measures.
Over the 75 years since the founding of the People’s Republic of China in 1949, the length of China’s integrated transportation network has grown exponentially from 100,000 kilometers to 6 million kilometers.
The program also leveraged innovative cross-media communication strategies to maximize its impact. CMG used creative short videos, interactive live broadcasts and trending topics to enhance audience engagement.
The campaign enlisted Olympic champions, cultural figures and partnerships with platforms such as Weibo, Douyin, Kuaishou and Tencent to drive widespread attention. More than 30 media outlets joined the effort, creating a nationwide buzz around safe travel on National Traffic Safety Day.
In addition, the program worked with all traffic management departments across the country to deliver 32 episodes of open classes on traffic safety. The sessions featured frontline traffic officers sharing expert insights on safe travel, further educating the public on essential safety practices.
