From Non-Heritage Marketplaces to Rural Lanes: China Life Insurance Paints a Heartwarming Picture of 3·15 Financial Publicity and Education

Spring breeze brings warmth, and protection guides the way. The 2026 “3.15” International Consumer Rights Day arrives as scheduled. Focusing on the theme of the China Banking and Insurance Regulatory Commission’s “Clear and Bright Financial Networks, Safeguarding Peace of Mind Consumption” campaign, China Life Insurance Company Limited (hereinafter referred to as “China Life,” stock code: 601628.SH, 2628.HK) concentrates on key groups such as new employment workers, the elderly, outdoor frontline workers, and others. The company coordinates with branches nationwide to carry out multi-dimensional,特色化, and approachable financial consumer protection education and publicity activities tailored to local conditions.

Deeply rooted in the actual needs of the public, the company integrates professional consumer protection knowledge into warm services and innovative scenarios, making financial safety concepts more than just textbook knowledge—bringing them into streets, alleys, and thousands of households.

“Intangible Cultural Heritage + Consumer Protection”

Bringing financial education to life and spreading it widely

In March, Fuzhou West Lake Park is lively with new willow shoots and rippling spring waters. Visitors throng the park, creating a lively scene. Here, a unique cultural-themed activity titled “Inheriting Craftsmanship with Minnan Charm, Protecting People’s Livelihood with Consumer Rights”—combining intangible cultural heritage and consumer protection—kicked off.

“Look, the robot is dancing!” A child’s exclamation drew the attention of passersby to the stage. Accompanied by music, a group of robots moved their mechanical arms in unison, interacting with dancers and igniting the现场气氛. People took out their phones to take photos and check in, applause and laughter ringing out continuously.

China Life Fujian Branch deeply integrates Minnan特色非遗文化 with consumer protection knowledge, transforming complex professional content into lively, easy-to-understand, and memorable presentations. After the robot dance, an original puppet shadow play micro-movie titled “Protecting the Right Path in Your Hand, Clear Rights and Interests in Mind” made a stunning debut. On a small stage, puppets vividly depict scams like “代理退保” (agent withdrawal) and popularize proper rights protection procedures, earning nods and applause from the audience.

Next, a Tai Chi master performed a specially choreographed “Consumer Protection Kung Fu Exercise,” demonstrating scam awareness, building防线, and eliminating乱象. The powerful拳法 combined with catchy anti-fraud slogans kept the audience engaged. “This activity is fun, I learned a few tricks, and I can remember how to avoid scams—double win!” young spectators couldn’t help but mimic the moves.

At the “Intangible Cultural Heritage Market,” adults and children gathered to view exhibits, answer questions, and complete challenges, immersing themselves in anti-fraud and anti-scam knowledge amid laughter. Nearby, staff patiently answered questions at consultation booths, creating a one-stop experience of “visiting exhibits, playing, and learning,” truly embedding consumer protection concepts into people’s hearts.

Reaching the grassroots

Making consumer protection publicity more relatable and close to people’s lives

“Brothers, take a break and have some water. Let’s talk about those scams that target ordinary folks!” Under the warm sun, Shaoyang Central Road Community in Hunan was bustling. Various宣传资料 were neatly arranged in the tent, where China Life Shaoyang staff were conducting financial anti-fraud education for local sanitation workers.

They delivered特色理论宣讲, using simple湘音 dialect to chat casually. They distributed宣传资料, analyzed real scam cases, and engaged in interactive Q&A sessions. Focusing on common risks like online scams,代理退保, and false investments, they broke down scam tactics and shared防范技巧 with typical cases such as “high-yield investment traps” and “impersonating police or legal officials.”

“Before, I didn’t have many chances to learn about this. I thought scams were far away from me, but after listening, I realize danger is nearby. These知识真的很实用!” a sanitation worker in uniform said, holding a宣传折页.

Meanwhile, China Life Beijing Branch continued to intensify efforts to bring financial education into商圈,社区,企业,农村, and校园, combining engaging activities with warm services.

At a lively consumer protection公益市集, red riddles floated in the breeze. The “Identify Financial Scams” game booth was crowded with enthusiastic citizens. staff actively invited everyone to participate in challenges. Fun riddles and lively games helped people learn financial防骗知识 while playing. Alongside Lei Feng公益志愿活动, volunteers from China Life Beijing went into社区楼栋 and休闲广场, sitting with residents during morning exercises and leisure time, providing face-to-face financial knowledge and scam risk awareness, explaining personal information protection and financial safety tips with heartfelt sincerity, effectively raising community residents’ financial safety awareness.

Meeting diverse needs

Warm services protect the city’s “runners”

In the bustling streets of Shanghai, trucks shuttle constantly, and delivery riders rush by. These “runners” measure the city’s development with their steps, and continuous insurance protection makes their progress more稳健. China Life Shanghai Branch focuses on truck drivers, ride-hail drivers, food delivery personnel, and couriers—new employment groups characterized by fast pace, high mobility, and vulnerability to scams. They launched a双主题宣传 campaign on “Financial Anti-Fraud + Insurance Services,” breaking routine, proactively serving, and safeguarding frontline workers’ rights.

“Brothers, take a break between sorting, and let’s talk about anti-fraud and insurance claims!” The Jinsha River Road marketing team formed a dedicated宣传团队, innovating with “point-to-point education, door-to-door service,驻点答疑” flexible models, fully aligning with workers’ schedules without adding burdens. For couriers with relatively fixed routines, they set up temporary service stations at SF Express sites during sorting breaks, offering targeted讲解 and现场咨询. Staff used plain language to explain eight rights of financial consumers,拆解 scams, and detailed insurance products and claims procedures.

For food delivery riders with fragmented schedules and dispersed locations, staff went into商圈外卖柜,餐饮配送区, and骑手集中取餐点, using short breaks to conduct one-on-one mobile宣传, handing out宣传折页, explaining anti-fraud tips, and making consumer protection and保障服务 accessible anytime and anywhere.

Caring for the elderly

Bridging the digital divide to safeguard happiness in old age

To address the elderly’s weak financial awareness, susceptibility to scams, and digital divide, China Life Ningxia Branch collaborated with multiple units to launch the theme activity “Protecting Silver Wealth, Crossing the Digital Divide, Enjoying a Happy Old Age.”

The event adopted a多元形式 of “宣讲+实操+义诊+慰问,” fully adapting to seniors’ habits. The宣讲环节 used bilingual modes of “dialect + Mandarin,” with staff holding宣传手册, analyzing common scams like “impersonating police/legal,” “fake investments,” and “insurance fraud,” in simple language, emphasizing防骗口诀: “不听、不信、不转账.”

Staff also personally guided seniors on操作智能手机, teaching how to辨别陌生链接,设置支付密码,使用医保电子凭证, and查询保险信息 step by step. “姑娘，谢谢你，我终于学会看我的保险单了，再也不用麻烦孩子了！” Grandma Zhang said with a smile after learning.

The活动 also included free义诊, with volunteers offering warm慰问, enhancing seniors’防范风险能力 and传递人文关怀, promoting age-appropriate金融服务的深入落实。

From Minjiang River to Xiao Xiang, from Ningxia to Henan, China Life’s 3.15 financial consumer protection campaigns are in full swing across the country. Branches focus on the campaign theme, leverage regional特色, target重点人群, innovate宣传形式, and optimize服务措施. Through warm, impactful, and effective actions, they bring consumer protection knowledge into基层, deepen awareness, and enhance various groups’ ability to prevent financial risks and protect their rights, contributing “Guo Shou” strength to maintaining financial market stability and safeguarding民生福祉.