China Life 3·15 in Action: Bringing Consumer Protection Knowledge to the Public

Spring breeze brings warmth, and protection guides the way. The 2026 “3.15” International Consumer Rights Day arrives as scheduled. Focusing on the theme of the China Banking and Insurance Regulatory Commission’s “Clear and Bright Financial Networks, Safeguarding Peace of Mind Consumption” campaign, China Life Insurance Company Limited (hereinafter referred to as “China Life,” stock code: 601628.SH, 2628.HK) concentrates on key groups such as new employment workers, the elderly, outdoor frontline workers, and others. The company coordinates with branches nationwide to carry out multi-dimensional,特色化, and approachable financial consumer protection education and publicity activities tailored to local conditions.

Deeply rooted in the actual needs of the public, the company integrates professional consumer protection knowledge into warm services and innovative scenarios, making financial safety concepts more than just textbook knowledge—bringing them into streets, alleys, and into thousands of households.

“Intangible Cultural Heritage + Consumer Protection”

Bringing Financial Education to Life and Spreading It Widely

In March, at West Lake Park in Fuzhou, new willow shoots sprout, and the clear waves ripple with spring. Visitors throng the park, lively and bustling. Here, a unique cultural event themed “Inheriting Fujian Charm, Protecting People’s Livelihood” — combining intangible cultural heritage and consumer protection — kicked off.

“Look, the robot is dancing!” A child’s exclamation drew the attention of passersby to the stage. Accompanied by music, a group of robots moved their mechanical arms in unison, interacting with dancers, igniting the scene. People took out their phones to record, applause and laughter filled the air.

China Life Fujian Branch deeply integrates Fujian’s特色文化 with consumer protection knowledge, transforming complex professional content into lively, easy-to-understand, and memorable presentations. After the robot dance, an original puppet shadow play micro-movie titled “Protecting the Right Path in Your Hand, Clear Rights and Interests” made a stunning debut. On a small stage, puppets vividly depicted scams like “agent withdrawal of insurance” and explained proper rights protection procedures, earning nods and applause from the audience.

Next, a Tai Chi master performed a specially choreographed “Consumer Protection Kung Fu” routine, demonstrating scam detection, building defenses, and eliminating chaos. The powerful moves combined with catchy anti-fraud slogans kept the audience engaged. “This kind of activity is interesting. I learned a few tricks and can remember how to avoid scams—double win!” young spectators couldn’t help but mimic the moves.

At the “Intangible Cultural Heritage Market,” adults and children gathered to view heritage displays, answer questions, and complete challenges, immersing themselves in anti-fraud and non-fraud knowledge amid laughter. Nearby, staff patiently answered questions at consultation booths, creating a one-stop experience of “visiting exhibits, playing, and learning,” truly embedding consumer protection concepts into people’s hearts.

(图：中国人寿福建省分公司非遗消保宣传活动现场)

Reaching the Frontline

Making Consumer Protection Campaigns Grounded and Relevant

“Brothers, take a break and have some water. Let’s talk about common scams that target ordinary folks!” Under the warm sun, Shaoyang Central Road Community in Hunan was bustling. Various promotional materials were neatly arranged under tents. Staff from China Life Shaoyang Branch were conducting financial anti-fraud education for local sanitation workers.

They delivered targeted theoretical sessions using simple湘音 dialect, sharing stories and real scam cases. They distributed materials, analyzed actual scams like online fraud, agent withdrawal, false investments, and explained typical cases such as “high-yield investment traps” and “impersonation of police or legal officials.” They broke down scam tactics step by step and shared prevention tips.

“Before, I didn’t have much chance to learn about these. I thought scams were far away from me, but after listening, I realize danger is right around the corner. These tips are really useful!” said a sanitation worker in uniform, holding a brochure, expressing genuine appreciation.

(图：中国人寿湖南省分公司环卫工人消保宣传活动现场)

Meanwhile, China Life Beijing Branch continued to intensify efforts to bring services into shopping districts, communities, enterprises, rural areas, and schools, integrating financial consumer education with fun activities and warm services.

At a lively consumer protection charity market, red riddles fluttered in the wind. The “Identify Financial Scams” game booth was crowded with enthusiastic citizens. Staff actively invited participation, presenting interesting riddles and lively games related to consumer protection knowledge, helping people learn scam prevention while having fun. Alongside Lei Feng volunteer activities, volunteers from China Life Beijing Branch visited community buildings and leisure squares, sitting with residents during morning exercises and breaks, providing face-to-face financial knowledge, exposing scams, and explaining personal information and asset safety tips with heartfelt and attentive guidance, effectively raising community residents’ financial safety awareness.

(图：中国人寿北京市分公司消保宣传进社区活动现场)

Meeting Diverse Needs

Warm Services to Protect City “Runners”

In the bustling streets of Shanghai, trucks shuttle constantly, and delivery riders rush by. These “runners” measure the city’s development with their steps, while continuous insurance protection makes their progress more secure. China Life Shanghai Branch focuses on new employment groups like truck drivers, ride-hail drivers, food delivery personnel, and couriers, who work at a fast pace, are highly mobile, and vulnerable to scams. They launched a dual-themed campaign of “Financial Anti-Fraud + Insurance Services,” breaking routine, proactively serving frontline workers, and safeguarding their rights.

“Brothers, take a break between sorting. Let’s talk about anti-fraud tips and insurance claims!” The Jinsha River Road marketing team formed a dedicated promotion group, innovating with “point-to-point education, door-to-door service, on-site Q&A” flexible models, tailored to workers’ schedules without adding extra burden. For couriers with relatively fixed routines, they set up temporary service stations at SF Express sorting centers, offering special sessions and on-site consultations. Staff used simple language to explain the eight rights of financial consumers, dissect scam tactics, and detail insurance products and claims procedures.

For food delivery riders with fragmented schedules and dispersed locations, staff went into shopping district delivery lockers, dining areas, and rider gathering points, taking advantage of short waiting times to conduct one-on-one mobile education, handing out brochures, and explaining scam prevention tips, ensuring consumer protection knowledge and services are accessible anytime and anywhere.

(图：中国人寿上海市分公司快递员消保宣传专项活动现场)

Warmth for the Elderly

Bridging the Digital Divide to Protect Their Happiness in Old Age

Targeting the elderly, whose awareness of financial risks is weak, prone to scams, and facing digital gaps, China Life Ningxia Branch collaborated with multiple units to launch the theme activity “Protect Silver Wealth, Cross the Digital Divide, Enjoy a Happy Old Age.”

The event adopted a multi-faceted approach of “lectures + practical exercises + free clinics + visits,” fully accommodating seniors’ habits. Bilingual presentations in dialect and Mandarin, staff holding brochures, and real scam cases like impersonation of police, fake investments, and false insurance schemes were used to analyze scam methods and prevention tips in simple language. The well-known anti-fraud motto “Don’t listen, don’t believe, don’t transfer” was emphasized.

Staff also personally guided seniors on how to operate smartphones—how to identify unfamiliar links, set mobile payment passwords, use electronic medical insurance cards, and check insurance info online. Grandma Zhang, after learning how to check her insurance policy, smiled happily, saying, “Thank you, I finally learned how to see my insurance details myself, no more bothering my kids!”

Additionally, free medical consultations and warm visits from volunteers enhanced the event, improving elderly risk awareness and conveying humanistic care, promoting age-friendly financial services.

(图：中国人寿宁夏分公司老年群体消保宣传活动现场)

From the banks of Min River to the lands of Xiao and Xiang, from the borderlands of Ningxia to the Central Plains of Henan, China Life’s 3.15 financial consumer protection campaigns are in full swing across the country. Branches focus on the theme, leverage regional特色, target key groups, innovate publicity methods, and optimize services. With warm, powerful, and effective actions, they bring consumer protection knowledge into grassroots communities, deepen awareness, and enhance various groups’ ability to prevent financial risks and defend their rights, contributing the “China Life Power” to maintaining financial market stability and safeguarding people’s livelihoods.