Core Viewpoint - The article emphasizes the transition of ecological environment protection in China from addressing visible pollution issues to managing new pollutants, which are less perceptible but pose long-term risks. This shift is essential for achieving the "Beautiful China" goal and requires a robust scientific outreach and innovation strategy [1]. Group 1: New Pollutants and Public Awareness - New pollutants include persistent organic pollutants, endocrine disruptors, antibiotics, and microplastics, characterized by strong biological toxicity and environmental persistence. Public awareness is low, with about 80% of respondents unaware of perfluorinated compounds and 60% underestimating the pollution risks of daily chemicals [2]. - The Shenzhen Environmental Science Research Institute (Shenzhen ESI) has developed a strategy focusing on "cognitive enlightenment—behavior guidance—co-governance participation" to enhance public understanding and involvement in new pollutant management [2]. Group 2: Innovative Communication Strategies - Shenzhen ESI has implemented three innovative strategies: modular content, scenario-based formats, and targeted communication. This includes breaking down complex knowledge into relatable themes, utilizing online and offline platforms for engagement, and customizing content for different audiences such as businesses, schools, and communities [2]. - The institute has created engaging IP characters like "New Xiao Wei" and the "Four Families of New Pollutants" to simplify complex scientific concepts and enhance public engagement [4]. Group 3: Multimedia and Educational Initiatives - The "Unveiling New Pollutants" video series, produced in collaboration with the National Key Laboratory of Environmental Benchmarking and Risk Assessment, has gained significant traction, with over one million views and multiple awards for its educational impact [5]. - Various educational activities have been organized for different age groups, including lectures for government and universities, training for businesses, and interactive events for students, fostering a culture of participation in environmental protection [6]. Group 4: Achievements and Future Directions - Shenzhen ESI has established a comprehensive science popularization system that has reached over one million people, significantly enhancing public awareness and willingness to act on new pollutants [8]. - The institute plans to continue expanding its efforts in scientific innovation and public education, aiming to create a collaborative governance model involving government, enterprises, and the public for effective new pollutant management [8].