Interactive H5 campaign page
— referenced via official WeChat article
A lightweight interactive entry point introducing the core concept and campaign message.
At Beijing Normal University Philanthropy Research Institute, I supported the Laoniu Children’s Museum launch through an H5 teaser, a short video series with public figures, and the translation of the same narrative into an opening-night event and a national museum-education forum (co-hosted with the Hawaii Children’s Discovery Center).
At the time, the idea of a children’s museum was still unfamiliar to many audiences in mainland China.The challenge was not only to announce an opening, but to make the concept legible: why “play” matters, how it connects to education, and what kind of public space the museum wanted to become.We needed a pre-launch narrative that could travel online, and a set of offline moments that could convene educators, partners, and museum practitioners.
We treated the launch as a sequence rather than a single announcement. One message stayed consistent across formats: play is not “extra” — it is part of how children learn and grow. The goal was coherence: one narrative, multiple touchpoints.
• H5 teaser: a lightweight explainer that introduced the museum idea and framed “play + learning” in plain language.
• Short video series: invited Yu Minhong, Yao Ming, and Li Yinuo to share brief messages on education, play, and growth — making the concept quotable and shareable.
• Opening night: translated the narrative into an on-site experience with partners and guests, aligning messaging, agenda, and materials.
• Education forum: convened museum-education practitioners nationwide, with sessions co-hosted with the Hawaii Children’s Discovery Center to connect the project to a broader professional network.
H5 → video → opening night → forum → recap materials. Each step linked back to the same idea, so audiences could enter from different channels without losing the thread. This created a repeatable approach for concept-heavy cultural projects: define the idea first, then scale across formats with consistency.
As this was an early-stage project, original H5 and video links are no longer publicly accessible. WeChat articles are provided here as verifiable public records of the campaign outputs.
Online → Offline
Digital content helped convert public attention into on-site participation
Multi-format narrative
H5, video, live events, and forums formed a single continuous storyline
Institutional visibility
Positioned the museum within national education and museum networks
This case demonstrates how cultural and educational ideas can be translated into public-facing narratives through a combination of digital content, events, and institutional collaboration. It also shows an early practice of building content systems that connect online attention with offline participation, rather than treating communication as a single campaign.