In 2019, the Information Office of the Ministry of Education completed a media campaign to celebrate the 70th anniversary of the People's Republic of China and follow up on guidelines aimed at substantially improving the quality and equality of education at all levels of learning emanating from the National Education Conference. Issues of concern to the public and high on the MOE’s list of priorities featured prominently in the campaign, including balanced development in compulsory education, reforms to and development in aesthetic education, preschool and vocational education, and action plans for rural rejuvenation, among others.

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.