Guzhang Maojian tea, Mayang sweet oranges, Xinning Langshan navel oranges, Jiangyong pomelos, and Yanling yellow peaches are typical agricultural products in poverty-stricken areas of Hunan. On 26 March, 2018 at a Changsha press conference, it was announced that they have been included in the China Central Television (CCTV) project entitled “National Brand Plan –Targeted Poverty Alleviation via Advertising” The CPC Hunan Provincial Committee Publicity Department is actively working with CCTV, to introduce and promote these five special kinds of Hunan agricultural products to the public. CCTV will promote them without charge beginning April 1. It is believed these efforts will help to quickly reduce poverty.
CCTV initiated the “National Brand Plan – Targeted Poverty Alleviation via Advertising” project on 1 September 2016. It has since broadcast public welfare advertisements for 22 agricultural products from Guizhou, Qinghai, and Yunnan provinces and the Ningxia Hui Autonomous Region on CCTV-1, 2, 4, 7, and, 13. This has significantly promoted product trading volumes, improved field transaction prices, and farmers’ income, which has benefitted 382,000 poor households consisting of more than 1.5 million people.
Beginning 1 April, CCTV will launch a new round of “Targeted Poverty Alleviation Advertising”. Hunan will be featured in this new round of advertising thanks to the efforts of the CPC Hunan Provincial Committee Publicity Department.