Chinese ad agencies work for public benefit

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BEIJING -- More than 200 ad agencies in Beijing are to produce at least one public welfare ad over the next month in response to a government program to encourage public spirited advertising.

As well as producing the ads, each of the co-operating agencies is to provide some ad space or broadcast time for public welfare advertising.

China's advertising industry is paying increasing attention to public welfare ads, which cover subjects such as the environment, respect for the old and smoking bans, along with messages urging people to obey traffic rules, publicizing the achievements of China's economic reforms and encouraging citizens to improve their moral and social responsibilities.

Copyright August 1996 Crain Communications Inc.

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