▲Xu Jing, professor and Ph.D. supervisor at the School of Journalism and Communication of Peking University introduced SDG CC Hub 

On June 5, 2024, the Forum on Sustainable Development Leadership 2024 and the kickoff of GoldenKey Innovation Program was held at Peking University. With the support of multiple parties, “GoldenKey-SDG Solutions” Campaign officially launched the plan to establish the SDG CC Hub.

To achieve the SDGs, it is necessary to inspire the aspirations and actions of everyone and to mobilize a powerful force through creative communication. “GoldenKey- SDG Solutions” Campaign has made significant strides in promoting companies’ SDG solutions and sharing SDG stories in China. However, it still needs creative communication to gather more support, inspire greater participation, and prompt immediate action from more people, accelerating contributions to the SDGs.

To promote creative communication of SDGs, and to help enterprises effectively tell their SDG stories, China Sustainability Tribune and the Institute of Culture and Communication at Peking University jointly founded the SDG CC Hub. This Hub will gather core communication resources and build a network of actors including researchers, the younger generation, international communicators, and media professionals. The hub focuses on four main areas:

1.Pathway research: Studying the communication patterns of SDGs through case studies; 2. Empowerment training: Strengthening the communication capabilities related to SDGs; 3. International perspective: Providing international communication advice and demonstration for SDG projects; 4. Practice base: With university students as the main participants, exploring various media forms to reshape scenarios and exploring new paths and models for creative communication of SDGs.

The SDG CC Hub will take the “GoldenKey- SDG Solutions” as case study, following a six-step workflow: establishing program goals—forming actor networks—analyzing communication pathways—developing creative communication plans—setting up practice bases—telling SDG stories well.

The first practice project of the SDG CC Hub—the “Thousand Households, Ten Thousand Lights” service brand innovation communication practice base by State Grid Ningbo Electric Power Supply Company, has been launched at the same time. The “Thousand Households, Ten Thousand Lights” public welfare project was initiated by Qian Haijun, “Role Model of the Times” and community manager of the Customer Service Center of State Grid Zhejiang Cixi Power Supply Company. This project, jointly launched by State Grid Cixi Power Supply Company, local government, and social forces, aims to voluntarily inspect and rectify indoor lighting circuits for the disabled and impoverished households.

The program invites scholars, experts, media professionals, and university students in creative communication to hold special seminars, helping fully explore the potential value of the “Thousand Households, Ten Thousand Lights” service brand, and providing high-quality recommendations to develop it into an outstanding brand that  is creative, engaging and attractive. Additionally, creative communication practices will be conducted on-site during this summer.

▲The “Thousand Households, Ten Thousand Lights” service brand creative communication practice base of State Grid Ningbo Electric Power Supply Company receives its official designation.