2023 Teachers' Day Campaign

Rather than focusing solely on appreciation, we chose to approach the campaign from a standpoint of tribute.
We created a short film titled “The Odd Teacher”, inspired by real-life stories of 111th Shiduo Award recipients.
Everyone remembers that one teacher — a little quirky, maybe even stubborn — who believed in us more than we believed in ourselves.
These are the teachers who shaped our inner world in quiet but lasting ways.

The campaign included a 6–8 minute short film and a 30-second image piece, told first from the teacher’s perspective, then from the student’s — culminating in the message:
“Teacher, the one who believed in me more than I did.”
To amplify the campaign’s impact, we launched a new media strategy and collaborated with well-known on-campus opinion leaders, successfully igniting discussion and emotional resonance among younger audiences.