最具国际传播力的中国公益故事' 选题评选结果报告（中建篇） · 报、德国《商报》、悉尼先驱晨报、北非内容平台 SyndiGate、印度内容平台

蓝海云平台，开创国际传播全新模式，领航中国文化走出去

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" 最具国际传播力的中国公益故事 "选题评选结果报告 ( 中建篇 )

蓝海云平台实施

关于蓝海云平台

蓝海云专注于国际传播，以创新的融媒体平台模式，

领航中国文化走出去，是“国家文化走出去重点项

目”。

蓝海云是视听图文全球传播平台。基于互联网，汇

聚全球数千家媒体用户，成为一个媒体聚集的“媒

体的媒体”。蓝海云上目前有 6000 多家注册媒

体用户，分布 120 多个国家和地区，其中不乏许

多国际主流权威媒体，如：美联社、彭博社、欧

洲新闻图片社、非洲新闻通讯社、CNN、BBC、

CBN、探索频道、福克斯商业频道、英国旅游频

道、今日俄罗斯、印度 ZEE TV、印尼共和国电视

台、菲律宾 ABS-CBN、法国世界报、华盛顿邮

报、德国《商报》、悉尼先驱晨报、北非内容平台

SyndiGate、印度内容平台 HT Syndication 等。

蓝海云上的视听内容，通过其合作的数千家媒体，

同步到达数亿受众，在全球规模化传播。

蓝海云上还汇聚了上千名国际专业制作人，通过平

台的全球协同制作体系，在线协作完成“国际表

达”视听节目的制作，使其符合国际传播标准。

总之，蓝海云集制作与传播一体，基于互联网和云

储存，成为在全球范围内整合制播资源的融媒体。

蓝海云平台，已经使得数万分钟的中国视听图文内

容，通过其数千个合作媒体渠道，到达了数以亿计

的外国受众，推动着中国内容规模化地走向世界。

蓝海云以此突出成绩，被认定为“国家文化出口重

点项目”，成为国家重点扶持的对外媒体，领航中

国文化走出去。

www.bon-cloud.cn

评选结果概述

" 最具国际传播力的中国公益故事 " 国际媒体评选首轮揭晓：《还雪域圣地一片清洁——记一位中国公

益摄影师的环保勘测项目》、《“耳朵树”计划：失聪儿童对中国传统文化的别样体验》、《重返卡拉

麦里——野马女孩的生命拯救》、《献给外来工的团圆计划》等参选故事选题获评“十大最具国际传播

力中国公益故事”选题。

此次征集活动共有 102 家企业、公益组织等各类机构提报选题，151 个公益故事选题参评。蓝海云平台

上 6000 多家合作国际媒体机构中包括 CNN、美联社、彭博社等知名媒体在内的媒体机构评审参与了

评选。

151个参选选题

10 个获评选题

102 家企业、公益组织等各类机构参与

" 最具国际传播力的中国公益故事 " 选题评选结果报告 ( 中建篇 ) 4

参与评选的媒体评审 ( 部分 )


更多评审专家参看“部分参评海外媒体列表”


获评故事选题评分

排名故事名称分数

1 还雪域圣地一片清洁——记一位中国公益摄影师的环保勘测项目 8.00

2 “耳朵树”计划：失聪儿童对中国传统文化的别样体验 7.28

3 重返卡拉麦里——野马女孩的生命拯救 7.26

4 公益救助与心脏病患儿“心连心” 7.20

5 藏族企业家巧授传统藏袍编制技法帮助员工脱贫致富 7.19

6 送给留守儿童的礼物——艺术家用石头与树枝搭建公益图书馆 7.17

7 用科技守卫社区 7.11

8 从受益人变为公益人——蜡染传承人杨晓珍的别样故事 7.11

9 献给外来工的团圆计划 6.78

10 拯救频临失传的古法手工艺，90 后女孩创业做公益 6.61


优秀获评故事选题示例 ( 中建篇 )

献给外来工的 " 团圆计划 "The reunion plan for immigrant workers

税艳玲和肖学武是佛山南海三标项目的一对外地务工夫妻，由于工作原因，常年不能和女儿在一起。2016 年 9 月 20 日，他们的女

儿突然出现在佛山南海三标的施工现场。当孩子喊着 " 妈妈 " 跑向税艳玲时，税艳玲高兴得抱着孩子泣不成声。原来，这是中国建

设集团南海三标项目部为外来务工人员定制的团圆计划，希望通过这种方式让农民工们能在工地上感受家的温暖，也希望有更多的

人能够关注到这些农民工和他们留在家乡的孩子，让他们不再孤单。工地上的务工人员常年跟着项目东奔西走，经常一年也不能和

家人团圆一次，有工人甚至会因此出现心理问题，家中留守的孩子也会因长期不能得到父母的关爱而感觉孤单。项目部负责人说他

们会一直持续关注与农民工子女相关的公益事业。

Shui Yanling and Xiao Xuewu are immigrant worker couple working for Nanhai Sanbiao project in Foshan. They are not

able to live with their daughter due to work. On September 20 of 2016, their daughter came to the construction site of

the project unexpectedly. When her daughter cried ‘Mama, mama” and run into her arms, Shui Yanling was so excited

that she couldn’t help sobbing and couldn’t say much. This turned out to be a reunion plan for immigrant workers

arranged by the project department of Nanhai Sanbiao project of China Construction Group, by which the company

wishedand made effort to make sure immigrant workers could experience the warmth of family, and more people would

have concern for those workers and their children who are left in hometown. Immigrant workers who work on the

construction site move frequently with the project all year round and scarcely reunite with their family. Some workers

even have got psychological problems, and their children usually feel lonely due to lack of care from parents. The project

leader said they willcontinuously raise concern of the public aboutthe immigrant workersand their children.

6.78分


评分问卷示意


评分流程示意


媒体名称评委评委评价

英国广播公司

新闻频道

(BBC News)

Matthew

Stuttard

电视记者

或许吧。同样，这个故事像是公司的一个公关噱头，如果焦点不是在这个家庭上，将马

上招来冷嘲热讽。中国外出务工人员的境遇让很多人感兴趣 - 我们没有遇到这样的情况，

也没有我们国家的人口统计信息，但是国家之间普遍存在类似的情况（国际输出劳动力）。

但是，这个故事有点过于伤感。

Maybe. Again, it appears to be a big PR stunt for the company and there

would be instant cynicism if the focus was not fully on the family. The situation

of migrant workers in China IS of interest - we don't have this situation or

demographic within our countries, but we do have this between countries

(ie international migrant workers). But the pitch also comes across as over-

sentimental.

美联社美联电视

Michael

Bodenhorst

拉丁美洲

区域副主编

听起来有点像（公司和政府的）宣传稿。媒体总是会刨根问底，他们不想见到仅仅“一

个”工人生活得到改善的例子，他们需要更多事实才能充分相信。

sounds like propaganda (for the company and for the government) .

Broadcasters are a bit more inquisitive and they dont want to see "one" example

of how life of workers is allegedly improving, they need more fact based policy

stories to be convinced.

福克斯新闻Andre Sztajn

节目总监

这个想法很好，但是不应忽视广受指责的外地务工者的生活条件，不是他们的工作条件，

而是他们的临时住所。

The idea sounds great, but it should not be overlooked the often criticized

conditions in which these foreign workers are, maybe not at their work place,

but where they temporarily live. This can be a possible backlash.

印度 ZEE

新闻频道

Paramjeet Singh

视频内容

高级编辑

外地务工者是中国城市中的一个特殊群体。经济增长需要他们，尤其是在一些大城市，

他们不能享受城镇居民的权利，无论工作内外都不能得到充分的保障。他们从事城市人

不屑一顾的工作，生活艰苦，他们的子女无法在城市里就读公立学校，中国建设集团为

他们的家人提供了团圆的机会，这令人长舒一口气，这种感觉真好。

Migrant workers are a special group in urban cities in China. While they are

needed for economic growth, particularly in the major cities, they do not enjoy

the rights of urban residents and are not sufficiently protected either in or

outside of work. They take up jobs that the urban residents are unwilling to do

and live in very poor housing conditions, and their children do not have access

to public school systems in the cities china Construction Group to provide the

chance for families to reunite is a breath of fresh air, and is a feel-good is good

thing

部分媒体评委评价集萃

针对“如果您掌握预算是否会批准这个选题进入制作环节？”的问题，部分参评评委给出了自己的意见和建议，部分截选如下：



哥伦比亚

广播电视

(CBS)

David Rogers

执行制作人

是的，我会批准这篇故事，但是还应讲述父母为何离开他们的子女以及他们多久才能见

到自己的子女。如果我们更加深入地了解这个特殊的家庭，这将是一个非常感人的故事。

重要的是交代这个家庭的历史，从孩子们离开家起讲诉到他们重新团聚。这个道德升华

是非常重要的。父母疼爱自己的子女并且不惜一切将他们抚养成人，这是普遍的，如果

我们能够理解父母都参加工作，为了让他们的女儿过上更好的生活，我们就可以理解他

们为何远离家乡以及他们的重聚对这个项目的其他工人的感染。

Yes I would approve this but there would need to be a brief piece in there about

why the parents choose to leave there kids, and the frequency at which they are

able to see them. This could be a very touching piece, if we understood more

about this specific family. Its really important to give the family history, and

track the journey from the time the child leaves home to being reunited with

the family. Why this moral lift is so important. Parents loving their children and

going to extreme lengths to raise their kids is universal, so if we understand that

the parents are both working to provide a better life for their daughter, then we

will be able to understand why they both left home and how this reunion also

effects the other workers on the project.

环球电视Vinícius Torrubia

高级视频编辑

这是一个出色的故事，它为我们揭示了非常真实的窘境，人们可能都知道，但是没有亲

眼目睹，他们很难想象生活的艰辛。这是一个非常揪心也非常重要的问题，影响着全世

界各地的外籍工人。

This is a good story because it expose a very real problem that people know

but, maybe, they don't imagine who hard it is until they can see. It is very

compelling and a very important problem who affects a lot of immigrants

workers around the world too.

巴基斯坦国家

广播电视公司

Rashid Munir

节目制作人 / 编导

我同意这个故事很感人，但是有点老调重弹。我认为，对于处于养家糊口原因希望移民

到其他国家的人而言，可能面临着情感难题。尽管这个故事涉及了亲自情感问题，但它

的确是一个普通的话题。

NO, I agree to this extent that this is a touchy topic but a very stereotype one.

In my opinion it could be an emotional threat for those who want to be migrate

to another country for the survival of their families. Although it has an parental

feeling in it but it is a common topic.



黑山广播电视台Adam Mitevic

视频后期制作人

是的，我会批准这个故事。通过不断的努力拼搏，跟上艰辛的工作的脚步，家人们切身

感受到中国在过去十年间施工现场的工作的艰难。近期的移民危机理所当然地轰动了世

界，不仅是因为这是一个亟待解决的问题，而且展现了家庭在为了更好的生活而奋斗的

过程中经历的艰辛。这个故事让我们认识到了社会和企业相互合作的重要性，多一些尊

重和，更重要的是，多一份团圆感。工地上的外地务工者以及他们的家人生活不易，两

地分居对下一代的影响力是否巨大。这个故事的关键在于，从人类的层面而言，对家人

的关爱是我们最珍惜的纽带。

Yes, I approve this pitch. In the constant struggle to keep up with often difficult

and demanding jobs, families are on the front of feeling the blows of ever

changing nature of work on construction sites in China for the past decade.

The recent immigrant crises have surely shook the world, not only as an issue

that demands swift resolution but as an example of what families go through

in a search of a better life. This story shines a light on social and corporate

integration that has given immigrant workers a sense of respect and most

importantly, a sense of of being reunited. Migrant workers on a construction

site and their families share a difficult fate as separation shapes future

generations of children. The importance of this story is at a human level, where

empathy for family is perhaps the strongest connection we have and cherish.

Rede GloboTiago Marconi

视频制作人

如果我没有误解这个项目的总体理念的话，我会批准这个故事。我的疑问是，孩子为何

不留在父母身边，或者她可以回到她的家乡？我觉得，如果仅仅是一次探访，这并不是

什么大团圆的结局，她走后，大家都会再次伤心。故事很感人，但是并不鼓舞人。我认

为听众可能会认为这个家庭很悲惨，而无法认识到这个项目的目的是解决问题。如果我

误会了，这个项目的确努力让工人的家人团聚，那这个故事很有潜力，远离心爱的人是

一个非常具有戏剧性的情景，成功解决这个问题可以紧紧抓住听众的心。当然，故事是

当代中国经济发展为背景的，这对于西方听众而言非常有吸引力。

I would not approve it, unless I have misunderstood the whole idea of the

program. My doubt is: that child stayed to live with her parents or she went

back to where she came from? If it is only a visit, as I understood, there is no

happy end, after she leaves everybody will be sad again. It is touching, but not

inspiring, I think the audience would keep feeling terrible about the family and

would not see the program as a solution to its problem. If I got it all wrong and

the program actually tries to keep the workers' families living together, then it

has great potential, being away from the beloved ones is a strongly dramatic

situation and initiatives that successfully deal with it could captivate the

audience. And, of course, the context in which the story is, the contemporary

Chinese economic development, seems to be very appealing to western

audiences.



环球通讯公司Eduardo Galindo

执行制作人

我不太确定是否能批准这个故事。如国际视角部分所述，这个故事特别讲述了一个外国

人非常熟悉但并不怎么特别喜欢的话题。家庭团圆这一积极方面绝对非常有吸引力，但

是世界上大多数读者可能认为这不过是公司的“小小鼓励罢了”。这一点同样会引发更

多的问题，而不是解决问题，比如：公司为什么不投资为员工家属兴建临时住所，以便

使他们的家属可以随行？或者，为什么不能更加友善地安排工作班次或时间表，这样工

人就可以偶尔回家探望家人。我认为，这些问题会给读者留下更多不确定感，而不是温情。

I am not positive I would approve this pitch. As the International perspective

sections states,this piece in particular deals with a topic that a lot of people

outside of china are familiar with and don't particularly like. While the positive

aspecto of reuniting families temporarily is definitely appealing, the majority

of audiences worldwide might perceive this to be a "small gesture" on the part

of the company. This would also raise more questions than it answers, like why

doesn't the company invest in temporary accommodations for the workers

families so that they can travel with them. Or why aren't the work shifts or

schedules friendlier so that the worker can sporadically visit their families. These

questions I believe would leave the audience with a bigger sense of uncertainty

than tenderness.

SABC

Mpho Ruth

Maringa

责任编辑

尽管外地务工的问题是普遍的，但这个故事有鲜明的地方特点，可能更加吸引当地的听

众。这个故事具有一定的情感，使得故事很有吸引力也容易引起共鸣，但是缺乏一定的

深度，无法产生普遍的吸引力。心理学方面很有意思，需要探讨和理解缺乏父母的养育

对孩子产生的影响。这是一个非常有感染力的故事，但是需要更多国际元素作为背景，

这样才能引起世界其他听众的共鸣。团圆和它背后的情感寓意使故事更加扣人心弦。

Although the issue of migrant works is universal this story has a local tone

and may appeal more to local audiences. It has the elements of emotainment

that can make it compelling and evoke emotion but it lacks a certain depth

that would give it universal appeal. The psychological aspect is interesting

and the impact of lack of parenting on children is something that needs to be

explored and understood. It is an important story to tell however it needs more

international elements to contextualise it and make it resonate for the rest of

the world. The reunion and its emotional undertones will make it gripping.

福克斯体育Andre Pessoa

高级记者

这可能是一个不足。我不能批准。这是一个很普通的故事，一代一代周而复始。从长远

来看，任何优秀的媒体上都有类似的故事。

NO. It is a common story that is repeated from generation to generation. Any

good media archive will find a similar story that has not changed over time.



MNC Channels

Arie Arnast

创意内容频道

主编

久别的家人团圆的故事在每个读者的心里都有一个属于它的空间。因为每个读者都有故

事主人公相同的经历。是的，我希望出版这个故事。我在故事中读到了极高的人性之美。

这个故事讲述了可怜的人们遭遇的不幸，以及最终奇迹如何来临，这使人感到了释怀。

一家人就应在一起，孩子永远属于父母。作为一名亚裔，我认为家庭的价值非常重要，

没有家就没有强健的社会。我可以感受到大量的戏剧性情节和幸福的眼泪。眼泪和拥抱

是这个故事的突出之处。无需更多的讲述，因为图画已经说明了一切。

The story of the reunion of the family that long separated always have a place

in viewers hearts. Because every viewers always put their self in the same shoes

as the people in that story. Yes, I interested to produce the story. I think that

the high value of humanity in this story. The story about unfortunate event that

happen to the poor people and how miracle come at the end, it really bring a

relief to some people. Family should stay together, children belongs with their

parents. As a fellow Asian, I think that family values are important, family makes

the strong society. I sense that will be loads of drama and tears of happiness.

The tears, hugs will be the strength side of the story. There's no need of more

naration cause picture will tell the story.

SABCDhiren Lalkisson

创意总监

我会批准这个故事。对他人心理上的影响是非常感人的，让这个故事十分扣人心弦。故

事还讲述了中国的外出务工问题，由于全世界普遍存在移民问题，这些移民者面临着相

似的窘境，因此这个故事对全球的听众都有心理上的吸引力。

I would approve this story pitch. The psychological impact on the lives of these

people are touching and make a compelling story that one wants to hear. It also

gives insight about immigrants in China, and as there are immigrants all over

the world who may face similar situations it has appeal psychologically and

universally to a wide audience.

印度 Zee

娱乐电视公司

Khalid Munshi

宣传片制作人

的确。这是一个非常鼓舞人心的故事。故事讲述了外出务工者与子女之间的情感纽带，

为了生计，他们不得不背井离乡。可以将这个孩子从乡村到城市与父母团聚的经历排成

一部电影。其中涉及了大量的情感。故事还突出了中国建设集团这样的公司为了给外出

务工者送来欢乐所付出的种种努力。

surely. It's a very inspiring story. It covers the emotional connect of the migrant

workers with their children, whom they have to leave and come far away for

a living. A proper film can be made tracing the kid in their journeys from their

villages to the cities to meet their parents. Lot of emotions involved. It can

also highlight the effort taken by companies like China Construction Group, in

bringing joy to the migrant families.



斯洛文尼亚

广播电视台

Barbara B.

Stegeman

高级编辑

我批准这个故事，它非常好地描述了主人公一家团聚的故事。这个故事适合世界上的所

有地方：父母专注于工作，每天工作远不止 8 小时。另外，这个故事展示了“残酷”人

生中温馨的一面，这也是欧洲主流媒体惯用的描写手法。

I would approve the story pitch as it offers a good depiction of the main

characters, a strong story of one family reunited. The story works well

everywhere in the globalized world where parents seems to be preocuppied

with daily work, often much longer than 8 hours per day. Besides that, the story

provides a more humane face of the 'rough' capitalism of China, as it is often

portrayed in the main-stream European media.

印度 Network 18

电视台

Vikram

Bhargava

创意总监

尽管这个故事很让人揪心，但不确定听众会做出什么样的反应。我认为，虽然媒体愿意

播出这样的故事，这种积极主动全世界皆然。我个人并不看好。全世界的人们都在通过

各种努力解决面临的困境。在大多数西方国家，人们还待在自己的舒适区中。公众可能

没有认识到这些努力，但这对务工夫妻对此心存感激。

Although the story is most heart wrenching, but not sure about the audience

response to the story. Although i think media organisations would be willing to

telecast it, still you can see these kind of initiatives being taken all around the

world. I personally don't see much potential in this visually. People are making

efforts to cope up with the problem around the world. And mostly in western

countries, people are in their comfort zone. Mass may not realise such efforts,

although can be appreciated by the working couple.

MultiChoice

Sophie

Chamboko

数字内容经理

长期背井离乡在外务工人员的故事不仅局限于中国或中国人。因此，这个故事是全球性

的。同时，带来了心理问题和孤独的因素。就这个故事而言，它讲述了工人们的心理状

态。国际上越来越多的研究表明，快乐的员工心理更加健康。这个故事不仅可以具备教

育视角，也就是说确保你的员工心理上的满足，而且在一个每天充斥着令人忧伤、沮丧

的新闻的世界里，这个故事给人以心灵上的温暖。

The story of migrant workers being separated from their families for extended

periods of time is not one that is unique to China or the Chinese people. For

this reason, this story would be of interest internationally. Again the element

of mental health and mental well-being comes through. In this case, it is the

mental well-being of the workers. More and more studies are being released

internationally, that prove that happy staff produce better results. Not only

could this story have an educational angle i.e. the benefits of ensuring that your

staff are psychologically content, but it is also incredibly heart-warming in a

world where there is a plethora of sad and disheartening news every day.


其他参评媒体列表 ( 部分 )

机构标识机构名称所在地

Associated Press TV 全球

European Pressphoto Agency 全球

Zoomin.TV 全球

BON TV 全球

CITY 7 阿联酋

EMTV 巴布内亚新几内亚

People's TV 菲律宾

Sky News 英国

Aljazeera 卡塔尔

GMA 菲律宾

Nigerian Television Authority 尼日利亚

Thailand TV Channel 3 泰国

Fox 美国

RTM TV 马来西亚

Kompas TV 印度尼西亚

Mediacorp 新加坡

CTV 加拿大

JXRY TV 荷兰

CUNY TV 美国

SPIN TV 印度

MediaPason Group 意大利

Gruppo Editorial Trentino (Trentino TV/TML) 意大利

Ecuador TV 厄瓜多尔

AOMEN TV 澳门

FW TV 阿根廷

知名媒体


其他媒体



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