Amidst the crisp autumn days of September, a significant nationwide initiative unfolds. On September 7th, the Financial Education and Publicity Week, jointly organized by the National Financial Regulatory Administration, the People's Bank of China, and the China Securities Regulatory Commission, was officially launched.
Themed "Clear Financial Network, Safeguarding Peace of Mind Consumption," this week-long campaign aims to promote the use of digital and intelligent methods to accurately meet the diverse financial needs of the public. The initiative focuses on advancing practical measures for public benefit, educating the public about risk prevention in financial activities, and introducing multiple dispute resolution channels. The ultimate goal is to foster a standardized and healthy financial market environment and protect the legitimate rights and interests of financial consumers.
As a major state-owned financial insurance corporation, China Life Insurance Company Limited (CHINA LIFE) (stock codes: 601628.SH, 2628.HK) is actively responding to the deployment. The company is focusing on five key tasks: "Warming Hearts, Building Barriers, Assessing Public Needs, Upholding Bottom Lines, and Fostering Integrity." It has planned six distinctive themed activities, creating an integrated promotion matrix across online and offline channels to deepen the integration of financial knowledge dissemination and public service practices, effectively solidifying the safety line for financial consumers.
Focusing on Five Key Tasks to Strengthen Consumer Protection Foundations
During this Financial Education and Publicity Week, China Life closely follows the event theme, deploying five key tasks across its entire system, striving to enhance the inclusiveness, targeting, effectiveness, and innovation of its financial education efforts.
For the "Warming Hearts" initiative, the company is using digital intelligence to empower public services. It will continuously upgrade age-friendly, digital, and intelligent services and optimize convenience measures to address service pain points for the elderly, people with disabilities, and foreigners. During the week, the company will explain digital financial convenience features, safe operation procedures, and various public services, fully leveraging the role of insurance and financial services in the real economy to enhance the public's sense of gain, security, and satisfaction.
Regarding the "Building Barriers" task, the company is taking a dual approach of prevention and resolution to safeguard consumption security. Targeting risks such as "black and grey industries," professional debt assumption, and excessive collection of personal information, it will use various forms like offline branch displays, online content, and on-site public lectures. These efforts aim to expose unlicensed traffic diversion, hidden product risks, and promises of high returns, all common online financial marketing traps, thereby strengthening consumers' risk identification and self-protection capabilities.
With the "Assessing Public Needs" pillar, precise publicity is being carried out to cover key groups with targeted, tiered campaigns. For the elderly, the focus is on educating about scams like pension fraud, illegal fundraising, and false investment schemes. For teenagers, the emphasis is on staying away from illegal campus loans, cherishing personal credit records, and guarding against new types of online financial chaos. For couriers, ride-hailing drivers, and rural residents, the message covers payment security, telecom fraud prevention, rational borrowing, and prudent investing. For people with disabilities, the company actively promotes barrier-free services and facilitation measures to make financial services more accessible and humanized.
The "Upholding Bottom Lines" initiative emphasizes the widespread dissemination of knowledge on rights protection and relief for consumers and investors. China Life will introduce formal service channels for business consultation, complaint handling, and dispute mediation, exposing the routines and real harm of illegal intermediaries. This guides the public to recognize the risks of illegal "agency rights protection" and to seek rational rights protection through proper channels, building a strong defensive line for their rights.
Finally, the "Fostering Integrity" task aims to cultivate a healthy industry ecosystem through integrity principles. By organizing activities like "Executives Talk Consumer Protection" and sharing excellent service cases, the company will convey the spirit of trustworthy service, expose malpractices such as sales misleading, false advertising, and illegal charges, and share experiences in protecting consumer rights. The goal is to jointly build a trustworthy, reassuring, and clear financial ecosystem with all sectors of society.
Developing Six Major Activities to Create a Comprehensive Education Matrix
Around these five key tasks, China Life has meticulously planned six special activities, constructing a three-dimensional financial education and publicity matrix with coordinated online and offline efforts and resonance between headquarters and branches.
The first activity, "Digital Intelligence Services Benefit People's Livelihood," includes the "Finance for the People, Wisdom for All Families" campaign. This uses digital innovation to broaden the scope and depth of insurance services. On one hand, the "China Life Services into Thousands of Homes" initiative sends staff to communities, villages, nursing homes, and schools to explain convenience measures, even using mobile devices to handle policy changes and claims on-site for customers with limited mobility. On the other hand, all transformed service counters across the system will be equipped with a "Digital Service Experience Zone," featuring PADs and touchscreens for one-on-one guided experiences. Elderly people, individuals with disabilities, and foreigners will be invited to act as "Digital Service Experience Officers" to deeply engage with intelligent insurance services.
In the "Learning Through Fun" activity, all transformed counters will set up a "National Life Clear Financial Station" publicity area, distributing educational materials and looping consumer protection videos. Financial knowledge will be integrated into interactive games, and localized fun science activities will be conducted, linking with online columns like "Meet You on Tuesday" and "Consumer Protection Cloud Paradise" to expand the reach. Branches will also create themed markets featuring intangible cultural heritage, embedding anti-fraud science and rights knowledge into check-in interactions and Q&A sessions, allowing the public to learn financial knowledge while experiencing traditional culture.
The third initiative, "Precise and Zero-Distance Outreach," zeroes in on key demographics like couriers, ride-hailing drivers, youth, the elderly, and rural residents. By going into rural areas, communities, campuses, enterprises, and business districts, China Life will carry out the "Home Delivery of Consumer Protection/Insurance Tips" campaign. Through interactive games, educational videos, case explanations, and scenario simulations, they will deliver financial knowledge, anti-fraud tips, and risk warnings directly to the people.
Focusing on "Building Synergy Through Matrix Communication," the company is organizing the "Clear Wind Action" new media showcase. This leverages regional characteristics and audience specifics to create a collaborative media matrix. The content focuses on four key areas: exposing the dangers of illegal "agency policy cancellation" and other financial crimes, guiding rational rights protection through legal channels, warning about risks of online financial chaos, and explaining digital convenience features and safe usage tips for key groups.
With "Integrity as a Benchmark," China Life is advancing its "Integrity Guardian" campaign. Senior executives will share insights on consumer protection mechanisms and typical service cases. The company will also conduct special training for sales staff to strictly prevent any infringement on consumer rights, fostering an atmosphere where "everyone talks about integrity and protects consumers."
Finally, "Culture Infiltration for Consensus" involves embedding a strong culture within the entire system that "everyone is responsible for consumer protection, and consumer protection creates value." A campaign to spread consumer protection slogans will be carried out to make these principles visible and heard, strengthening the sense of responsibility among all employees and sales personnel and firmly establishing the daily philosophy that "consumer protection is no trivial matter."
The Financial Education and Publicity Week has begun, with financial knowledge and public services being delivered to the people through these five key tasks and six major activities. China Life reaffirms its commitment to a "people-centered" development philosophy. It will continue to diligently handle practical matters for the public, provide reliable, trustworthy, and warm insurance services, and refine its financial knowledge content to be understandable, usable, and memorable. The company is dedicated to helping improve the public's financial literacy and risk prevention capabilities, working together to build a safe, healthy, and orderly financial consumption environment.