The MOE completed a media campaign to raise awareness about the progress achieved in educational institutions across the board, through measures introduced to reflect the guidelines of the 19th CPC national congress and the National Education Conference. Media coverage focused especially on “Education Endeavor 2018”, an MOE effort aimed at substantially improving the quality and equality of education at all levels of learning. Issues of concern to the public and high on the MOE’s list of priorities featured prominently in the campaign, including closing the urban-rural gap in the provision of compulsory education, reducing class sizes, implementing nutrition programs in rural schools, regulating the practices of after-school training agencies, and improving the quality of vocational and higher education .

The campaign took the form of press conferences and interviews. Press conferences were held at community level serving as platforms for MOE officials to explain the latest national educational policies and for representatives from local-level education authorities and universities to present measures aimed at improving the quality of education. Meanwhile, media outlets conducted in-depth interviews with elementary school teachers and students, village leaders, and directors of city/county education bureaus.