Core Viewpoint - The article highlights the efforts of Zheshang Bank Jinan Branch in promoting financial literacy through a three-pronged approach of "education empowerment + digital innovation + grassroots cultivation," aiming to create impactful and sustainable financial knowledge dissemination brands in the context of digital transformation and rising public financial literacy needs [1] Group 1: Media Integration and Innovation - Zheshang Bank Jinan Branch embraces media integration trends, establishing a multi-platform communication network that includes radio, television, short videos, live broadcasts, and long-form articles [2] - The branch's financial advisors have been actively engaging with the public through live broadcasts, providing education on financial rights and safety principles, and addressing hot topics like retirement investment and product selection [2] - The branch has created a series of visually engaging educational materials, such as the "Consumer Protection Monthly Lecture," which simplifies financial risk concepts for better public understanding [2] Group 2: Community Engagement and Educational Initiatives - Since 2020, the branch has partnered with a local elementary school to implement the "Small Financial Volunteer" project, which provides financial education to rural children and integrates legal and safety education [3][4] - The project has reached over 800 students and organized more than 60 volunteer activities, earning recognition as an exemplary case in financial consumer protection and service innovation [6] Group 3: Focus on Fraud Prevention - In response to the rising issue of telecom fraud, the branch has utilized short videos to create awareness, producing themed content that reenacts common scams to enhance the elderly's ability to recognize and prevent fraud [7] - During the Financial Education Promotion Week, the branch's vice president emphasized fraud prevention strategies through live broadcasts, addressing new scam tactics and urging the public to protect personal information [10] Group 4: Future Directions - The branch aims to continue enhancing its media education system, leveraging various platforms to expand the reach and impact of financial knowledge dissemination, thereby fulfilling its social responsibility in creating a safe and orderly financial consumption environment [10]