Siping Police

In the new media era, the Internet has established a convenient bridge for communication between “government and people”. A large number of official media outlets changed their thinking, turned away from being serious and aloof, and embarked on the road of lively and escapist "official propaganda". They pick up hot topics at their fingertips, and are very down-to-earth. This kind of innovative publicity is often deeply rooted in the hearts of the people and makes a huge difference. The official Douyin account "Siping Police" of the Public Security Bureau of Siping City, Jilin Province, which has just celebrated its first birthday, is such a large Douyin government affairs account worth tens of millions. In the past year, it has gained 14.7 million fans, with each video receiving hundreds of thousands to millions of likes, and the cumulative number of likes is nearly 90 million. This "most popular government account" has also ranked first in the influence of government short video accounts several times. Along with various honors, it has successfully ranked among the "top" array.

A government affairs short video account has become a "phenomenon-level Internet celebrity". The Siping police officer relied on his original "Joker" style to popularize the law, and used a more down-to-earth and generally accepted comedy performance "Sword Walking" "Pioneer" successfully made it out of the circle. The original short skits to popularize the law have frequently aroused heated discussions, and common knowledge of law popularization such as anti-drugs, crackdown on gangs and evil, prohibiting the sale of guns and ammunition, eliminating online loans, prohibiting drunk driving, and robbery have also been popularized one by one.

Use light-hearted and funny original short videos to popularize the law. Behind the innovation and "adventure", the "police" is brilliant. What’s the logic behind Siping Police’s popularity? In addition to being humorous and close to the people, the Siping Police's short video on legal education also has a unique "ancient culture" label. The screenwriter and creative team behind it is the Wuerwo team under the New Studio Short Video.

Dong Zheng is an auxiliary police officer in the Propaganda Department of the Siping Municipal Public Security Bureau. As the Siping Police became popular, he was dubbed "Uncle Dong" by netizens as a "post-85s" generation.

He recalled that the Siping police officers "were so angry that they couldn't stop it" after participating in the outstanding story sharing meeting of China's young good netizens held in November 2018. After the tour, CCTV, Xinhua News Agency, People's Daily's official WeChat account, etc. began to pay attention to the Siping police incident and reprinted it. This "very naughty" official account gradually became known to many people from "Internet celebrity".

Dong Zheng has an inherent advantage in making short videos. He graduated from the Central Academy of Drama with a major in acting, and his background in a solid major gave him his own thoughts on police propaganda work.

In June 2018, Dong Zheng received a task - to innovate police publicity work. With his flexible mind, he thought of the most popular short video at the moment. "I make a short video to popularize the law and get to the root of it. I just want to use this form to improve everyone's legal awareness." Dong Zheng said, hoping that one day, when someone wants to commit a crime, they will think of the short video to popularize the law. "If everyone's legal awareness is improved, then when our grassroots police officers and auxiliary police officers go out to police, the probability of danger will be smaller and there will be fewer sacrifices."