One ordinary September morning, a local resident named Mr. Du found himself unexpectedly moved while stopped at a traffic light in the busiest commercial district of Siyang County. Glancing upward during his commute to drop his child at school, he was struck by the sight of a massive roadside billboard that carried no commercial celebrity endorsements whatsoever. Instead, the display featured the deeply familiar faces of two legendary figures etched into the nation's collective memory: Qian Xuesen, the pioneer of China's aerospace program, and Yuan Longping, the father of hybrid rice. Their profound gazes overlooked the bustling streets and constant flow of traffic in this small county town.
The towering digital screen at the Huayuankou intersection presented two simple yet powerful maxims alongside the portraits. One quote, attributed to Qian Xuesen, read: "Do not lose confidence; as long as you persist, you will eventually achieve results." The other, reflecting Yuan Longping's lifelong ethos, stated: "A person is like a seed; strive to be a good seed." Devoid of flashy promotional language or elaborate commercial packaging, the display conveyed a timeless message that resonated deeply with passersby. The solemn and minimalist public service advertisement stood out vividly against the backdrop of the surrounding commercial ads.
During the brief pause of the red light, a delivery courier halted his scooter and looked up in contemplation. Parents ferrying children slowed their pace, and elderly residents holding grandchildren's hands softly read the names and quotes aloud. In these fleeting moments, the influence of these exemplary figures quietly permeated the daily rhythms and routines of this small town.
According to reports, the decision by Siyang County authorities to place scientist portraits in the prime advertising space of the commercial core area represents a deliberate shift of central advertising resources toward public welfare messaging. This initiative serves as a practical application of using public spaces for value guidance. By adopting a "see it at first glance" approach, the local government aims to bring the inspiration of role models directly into the everyday lives of citizens. The goal is to move the spirit of scientific dedication off the pages of textbooks and into the fabric of local life, allowing residents—especially young people—to encounter these powerful examples while shopping, commuting, or simply walking down the street. Concurrently, the move subtly communicates a clear societal priority: that distinguished heroes and models represent the brightest spiritual landmarks of our era and deserve the highest respect from all of society.
The implementation of this screen update was carried out by a media company under the Siyang Transportation Holding Group, which manages the city's outdoor advertising resources. The county plans to roll out themed promotions highlighting meritorious models and advanced exemplars from various fields in phases. By establishing a normalized and sustainable publicity mechanism, Siyang intends to transform street-level advertising spots into permanent windows for spiritual and cultural communication, integrating the spirit of these role models into residents' daily lives and enriching the city's overall character.
This initiative has quickly sparked widespread resonance online. One netizen commented emotionally: "Siyang, Jiangsu—a fourth-tier small city—has done something truly 'top-tier': reserving the golden commercial district space for scientists. No commercial rhetoric, just spiritual brilliance. It lets people on the go look up and encounter role models, and lets children inadvertently plant the seeds of their ideals. This is the city's most touching romance." Another highly-liked comment read: "Whatever we look up to, we see the backbone of our nation. True idols shouldn't only exist in textbooks; they deserve to be seen and admired."
Related observers note that when a small town chooses to honor science at its most bustling crossroads, and when commercial neon gives way to the glow of spiritual values, this simple act of "leaving the C-position for national pillars" is helping the values of scientific reverence and emulation of excellence take root on every street corner.