Fortifying the Financial Safety Dam, Safeguarding Peace for Thousands of Families in Shaanxi
Xi’anApril 24, 2026 /PRNewswire/ — Peace is the foundation of people’s livelihood, the essence of development, and the cornerstone of stability. To implement the centralized publicity deployment for the construction of a Safe Shaanxi, prevent and mitigate financial risks, and enhance the public’s financial safety literacy, Ping An Life Insurance Company of China, Ltd. Shaanxi Branch (hereinafter referred to as “Ping An Life Shaanxi Branch”) has coordinated its various branches across the province. Guided by the concept of “co-construction, co-governance, and sharing,” and focusing on key areas such as preventing illegal fundraising and anti-fraud, the company is injecting financial momentum into building a higher-level Safe Shaanxi through precise deployment, targeted efforts, and innovative formats, safeguarding the peace of the Sanqin region (Shaanxi) with financial responsibility and protecting people’s welfare with professional services.
Raising Awareness, Coordinating Actions
Building a New “Comprehensive Coverage” Publicity Matrix
Ping An Life Shaanxi Branch deeply understands the original aspiration and mission of “finance serving the people.” It has established a special leading work group headed by branch leadership, outlining an overall layout of province-wide coordination, multi-point efforts, and comprehensive promotion.
Leveraging landmark positions, it achieves a deep integration of culture and safety. Combining local characteristics, the branch and its sub-centers selected high-traffic, high-value landmarks as publicity bridgeheads. The branch displayed large-scale anti-illegal fundraising and telecom fraud posters on the outdoor giant screen at the Xi’an International Football Center during the 2026 CFA China Team • Xi’an International Youth Football Championship U23 match, alerting spectators to anti-fraud key points. The Yulin sub-center entered the nationally protected cultural heritage site—Yulin Weicheng (Yulin Old City Wall), setting up an education point under the majestic Zhenyuan Gate, integrating financial safety knowledge into the rich historical and cultural atmosphere, enhancing citizens’ risk prevention awareness while sightseeing. The Ankang sub-center, closely following the city’s economic pulse, delved into the core commercial area of Jindi Plaza, using immersive on-site experiences to explain financial policies to passing citizens, creating a strong atmosphere of “everyone participates in safe construction.”
Reaching the grassroots level, it breaks the “last hundred meters” of financial science popularization. The branch extended its reach deep into communities, entering the Kaiyuan • First City Community in Weiyang District, Xi’an, creating a composite publicity scenario integrating financial anti-fraud and first aid skills. By integrating internal and external resources, community residents could learn anti-fraud knowledge while mastering emergency rescue skills, achieving multi-dimensional empowerment of safety publicity.
Expanding into scenario gaps, it achieves comprehensive coverage of traditional and emerging industries. The Baoji sub-center precisely targeted publicity blind spots. On one hand, it built a dual defense line of life safety and property safety in medical facilities such as the Municipal Maternal and Child Health Hospital and community hospitals. On the other hand, it proactively engaged with new scenarios like courier stations and logistics parks. This complementary layout of “medical facilities, new industries, and traditional communities” marks a profound change in the branch’s publicity front construction, moving from point to surface and from breadth to depth.
Precise Measures, Targeted Efforts
Enhancing New Prevention Effectiveness for “Key Groups“
Illegal fundraising and fraud methods are constantly evolving, and the susceptibility risk points of different audience groups vary. The branch adheres to classified strategies and precise profiling, conducting highly targeted publicity for key groups such as the elderly, youth, and workers in new industries.
Protecting the silver-haired generation, building a “firewall” for elderly security. The elderly are a high-risk group for financial fraud. Publicity staff entered communities and senior activity centers, using down-to-earth Shaanxi dialect to transform complex legal provisions into vivid case stories. By deconstructing false schemes like “guaranteed profits” and “house-for-pension,” they guided seniors step-by-step in operating apps like Ping An Jin管家 (Ping An Gold Steward) to enhance their prevention capabilities using digital tools. They reminded the elderly to “guard their retirement funds and not fall for small gains,” effectively safeguarding the legitimate rights and interests of the elderly group.
Cultivating the youth group, sowing the “golden seeds” of rational investment. The Shangluo sub-center went deep into Shangzhou District No. 15 Primary School to carry out anti-illegal fundraising campaigns on campus. By launching a “small hands holding big hands” initiative and using formats popular with young people, such as animation demonstrations and fun challenges, they planted the seeds of financial safety in children’s minds. This also transmitted the message to families, building a linked defense system of “school driving society, students driving families.”
Warning insurance consumers, maintaining a healthy industry “ecosystem.” Targeting the “illegal agency fee refund” black industry currently disrupting the financial market order, the branch issued risk warnings and interpreted real cases, deeply analyzing the serious consequences of “illegal agency” such as personal information leakage, financial loss, and loss of coverage. It guided consumers to view insurance products rationally and resolve reasonable demands through official, formal, and legal channels, purifying the financial market environment.
Caring for “two drivers and two workers,” safeguarding new employment form workers. For new industry groups such as food delivery riders, couriers, and ride-hailing drivers (two drivers and two workers), the Baoji and Xianyang sub-centers carried out activities delivering safety and care. Combining their work characteristics, they focused on popularizing mobile payment traps, financial investment scams, and traffic safety regulations, providing dual protection for the property and personal safety of these urban strivers.
Innovative Formats, Integrated Empowerment
Shaping New Highlights of “Fengqiao Experience” in Safety
Innovation in publicity formats is key to improving effectiveness. Ping An Life Shaanxi Branch proactively broke away from the traditional model of hanging banners and distributing flyers, deeply integrating safety construction with social services and technological empowerment. At various publicity sites, the branch set up participatory, gamified interactive models, transforming dry legal knowledge into tangible sensory experiences, effectively enhancing the public’s memory depth and participation enthusiasm. Particularly, the introduction of CPR and Heimlich maneuver first aid training in community publicity not only reflected the company’s service philosophy of “professionalism creates value” but also allowed the public to feel the company’s warmth through tangible benefits.
Practicing the insurance application of the new-era “Fengqiao Experience.” Ping An Life Shaanxi Branch closely integrated this publicity campaign with the diversified resolution of conflicts and disputes. By collaborating with communities and sub-district offices, it smoothed channels for customers to express demands, resolving financial disputes at the grassroots level and nipping them in the bud. This model of “publicity driving service, service optimizing governance” is a vivid microcosm of the branch’s practice of the new-era “Fengqiao Experience,” effectively promoting a positive interaction between financial safety and grassroots social governance.
Staying True to the Original Aspiration, Fulfilling the Mission
Writing a New Chapter of “Long-term Peace and Stability” Development
This series of publicity campaigns had broad coverage and strong penetration. Across the province, thousands of various publicity materials were distributed, benefiting tens of thousands of people. The in-depth implementation of the series of activities significantly enhanced the ability and self-awareness of the people in the Sanqin region to identify and resist illegal financial activities such as illegal fundraising and telecom fraud, achieving good social and publicity effects.
Serving the overall situation, demonstrating the “ballast stone” role of the insurance industry. Financial security is an important part of national security. Through solid publicity work, Ping An Life Shaanxi Branch made positive contributions to creating a stable social environment, fully demonstrating the social responsibility of an insurance enterprise.
Empowering with technology, creating a normalized publicity “cloud front.” In addition to offline efforts, the branch utilized its official self-media platforms and football match advertising screens to produce financial knowledge into “cloud classrooms” and “micro-videos,” achieving round-the-clock, uninterrupted publicity work, making financial safety concepts readily accessible and visible anytime.
Looking to the future, unswervingly contributing to the construction of a Safe Shaanxi. Standing at a new historical starting point, Ping An Life Shaanxi Branch will always adhere to the original aspiration of finance serving the people, guided by Party building, institutionalizing, normalizing, and branding the publicity and education on preventing illegal fundraising and the work of safe construction. At the same time, it will continue to broaden publicity channels, focus on “high-risk points” and “key groups,” and with more powerful hard measures and more perceptive warm services, fortify the financial safety defense line, contributing more “Ping An wisdom” and “Ping An solutions” to Shaanxi’s high-quality development and the construction of a higher-level Safe Shaanxi.
Thousands of households’ lights, peace is the wish. Ping An Life Shaanxi Branch will take this publicity campaign as an opportunity to grasp the pulse of the times and deeply cultivate the fertile soil of the Sanqin region. While safeguarding the property safety of countless families, it also conveys a steadfast protection of a better life on a spiritual level, writing a vibrant and significant chapter for building a harmonious, stable, and prosperous Safe Shaanxi.