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爱奇艺《中国有嘻哈》启动嘻哈公益项目 娱乐价值外的正能量突围
2017-09-11 14:52:41 中国青年网
9月9日,由爱奇艺纯网自制、中国首档Hip-hop文化推广节目《中国有嘻哈》总决赛的节目中正式对外宣布启动“嘻哈公益”项目。此次公益项目,由爱奇艺《中国有嘻哈》节目组、爱奇艺公益频道、VC工作室、市场部,联合中华少年儿童慈善救助基金会爱心家园救助中心共同发起。关爱留守儿童心灵成长一直是社会广泛关注的问题,爱奇艺作为国内最大的综合视频服务平台,也始终致力于各类公益慈善事业。长期以来,爱奇艺公益通过亲身参与公益组织,极大调动社会各界资源参与到公益当中,并通过纯网内容与公益活动的有效联动,将“青春、阳光、正能量”的品牌价值观向社会深度传递,不断聚集社会各界的公益力量。
由爱奇艺纯网自制、中国首档Hip-hop文化推广节目《中国有嘻哈》自开播以来,总播放量已突破26亿次,热搜榜相关嘻哈关键词最高18个在榜,关键词累计超300次,在国内音乐市场掀起嘻哈热潮,带动整个嘻哈文化产业的发展。在总决赛当期节目中,爱奇艺正式宣布将联合中华少年儿童慈善救助基金会爱心家园救助中心,启动“嘻哈公益”项目,并发动人气嘻哈选手呼吁社会各界公共关注留守儿童的心灵成长,将节目嘻哈选手的偶像效应转化为公益价值影响,共同为中国少年儿童的健康成长贡献力量。其中,中华少年儿童慈善救助基金会作为此项目所募捐款和捐物的唯一合法接收者,也将定期向社会公示众筹进展。借由平台自身强大的资源调动能力与整合能力,爱奇艺持续探索公益与互联网的有机结合,合理运用视频平台与用户间互动性,调动参与热情。
自上线以来,爱奇艺坚持将“阳光、青春、正能量”作为平台内容核心价值,并始终心系公益事业。2012年,爱奇艺率先推出国内视频行业第一个专属慈善公益事业的“爱奇艺公益频道”,并通过平台自身的强大公众影响力,积极参与到社会公益事业建设当中。截至目前,爱奇艺公益频道已经先后重度参与“大自然在说话”“龙之心瓦结小学”“爱心包裹项目圆梦212大型公益行动”“行走的力量”“亚洲熄灯两小时”等大型公益活动;持续关注环境保护、关爱儿童、卫生医疗、扶贫赈灾等不同领域慈善项目;并与CARE FOR CHILDREN、国际救助儿童会、世界自然基金会、中国教育基金会等多方慈善机构展开广泛合作。
不论针对网剧还是网综,爱奇艺都在积极通过纯网自制内容突显平台“阳光、青春、正能量”的核心价值取向。自制网综《爱上超模II》播出期间,爱奇艺与国际慈善机构CARE FOR CHILDREN达成紧密合作,通过边越野跑、边募资的新颖形式,将募资善款用于改善亚洲孤儿的成长环境,引发社会媒体的交口称赞。自制网剧《寻人大师》也曾与儿童慈善会共同发起“以你之名以心寻人”的快闪活动,同样引起社会强烈关注。爱奇艺旨在推动社会公益事业的同时,吸引更多爱心人士参与到公益事业当中。此番,爱奇艺在《中国有嘻哈》节目收官之际,顺势推出嘻哈公益项目,希望通过爆款综艺、公益频道及社会公益组织的合力共推,升华综艺价值观、将节目品牌影响力有效转化为公益力量的同时,借助节目的明星效应与粉丝效应,向用户普及快乐公益、走心公益,号召更广泛的力量参与进来,最大力度助推社会公益事业的健康、持续发展。
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