A public welfare initiative was launched by the China Foundation for Human Rights Development (CFHRD) and the Program Production Center of CCTV-6 in Hulunbuir on Dec. 24.

 

Among the attendees of the kick-off ceremony were Li Hongkui, vice-president and secretary-general of the CFHRD, Ma Jia, editor-in-chief of CCTV-6, Yan Lizhi, a member of the Standing Committee of the Hulunbuir Municipal Party Committee and head of its publicity department, representatives from movie industry and guests from various sectors.

 

In his speech, Li Hongkui said the initiative aims to encourage Chinese filmmakers to produce culturally rich and socially influential films by drawing inspiration from local cultural resources. It also seeks to better meet the public's growing demand for high-quality cultural content.

 

Ma Jia stressed that CCTV-6 would mobilize its all-platform publicity resources—including livestreams, short videos and television documentaries—to develop a characteristic winter ice and snow film cultural tourism route in Hulunbuir, attracting more visitors and injecting new momentum into the region's tourism and economy.

 

Yan Lizhi noted that the initiative integrates film production, public welfare activities, tourism promotion, intangible cultural heritage preservation and industrial development, forming a new model of cooperation “with film as the medium, public welfare as the bridge and culture as the soul.”

 

Being the representatives from movie industry, Tao Hong and Shi Xiaolong unveiled a dedicated tourism route at the ceremony.

 

The initiative “Light and Shadow Across China: Doing Good Through Film” is co-hosted by the CFHRD, the Program Production Center of CCTV-6, the Publicity Department of the Hulunbuir Municipal Party Committee and the Publicity Department of the Hailar District Party Committee.