3·15 Financial Education Publicity | Nurturing Hearts, Building Defenses, Drawing Together - Agricultural Bank of China Launches 2026 "3·15" Financial Consumer Rights Protection Education and Publicity Campaign

March 15 Financial Education Promotion

Innovation Technology and Future Creation

Since March, the Agricultural Bank of China has focused on the theme “Clear and Bright Financial Networks, Protecting Peace of Mind in Consumption,” launching a series of lively financial education activities. These activities integrate financial knowledge into daily life, online scenarios, and folk culture, making financial knowledge as gentle as spring rain nourishing people’s hearts.

Digital Empowerment

Building a Safeguard Network for People’s Livelihood Services

“Before, I was worried about whether my child was eating well in the cafeteria. Now, I can see what my child has eaten just by opening my phone, and I can recharge their meal card with a few taps. We feel very reassured.” In Xianing, Hubei, parent Ms. Zhang praised the “Smart Canteen” feature on the Agricultural Bank’s mobile banking app. To promote faster and more convenient basic financial services, the bank integrated online payments, account management, and other functions to create an open “Finance + Life” service ecosystem. These services are embedded in high-frequency internet scenarios such as dining, shopping, travel, and medical care, bringing convenient finance into thousands of households.

At the Wulong Fairy Mountain branch in Chongqing, an elderly-friendly intelligent form-filling machine paired with AI digital voice guidance can read and fill in ID information with one click. 65-year-old Mr. Zhang proudly said, “No trouble for others, I can handle it myself.” In Shanxi, Shanghai, Zhejiang, Shaanxi, Gansu, Xiamen, and other places, bank volunteers have gone into communities, helping elderly customers use features like “Large Font Version,” “Elderly Community,” and “Voice Navigation” on the mobile banking app, helping them bridge the digital divide.

In 2,679 county areas, the Agricultural Bank’s “Nongyin Huinong Cloud” digital platform provides villagers with agricultural business opportunities, sales channels for farm products, production and management services, and customized credit solutions, using digital technology to support villagers’ production and daily life. Citrus grower Ming Shilun from Ziyang, Sichuan, shared, “In the past, I made seven or eight trips to the greenhouse in a day. Now, relying on IoT devices, I can monitor the greenhouse conditions even when I go out.” Li Guang, the “Financial Village Director” of Dawang Village in Tieling, Liaoning, said, “The ‘Credit Village’ scene gathers villagers’ credit data, and data analysis helps match them with suitable loan projects, building a bridge for cooperation between villagers and banks.”

▲ Staff at the Agricultural Bank’s Kangkang East Road branch in Tibet warmly serve ethnic minority customers

The Agricultural Bank is leveraging digital finance to connect thousands of service lines, promoting the principle of “more data runs, fewer trips for the people.”

Cultivating Character

Enhancing Awareness of Online Risk Prevention

In the Quancheng Road business district in Jinan, Shandong, the local bank has set up a “Financial Fuel Station” for new employment groups such as truck drivers, ride-hail drivers, food delivery workers, and couriers, dismantling scams like “Internet loans” and “high-yield promises” on the spot. After delivering lunch, rider Xiao Li paused to listen. “I now understand that the so-called ‘rebate for order brushing’ claimed by scammers is completely different from the ‘systematic order assignment’ offered by legitimate platforms. I must recognize the difference!”

▲ Staff at the Weifang Fangzi branch in Shandong explains the dangers of professional debtors to truck drivers

The Yunnan Yuxi Tonghai branch combines consumer protection education with the celebration of International Women’s Day on March 8, using flowers as a medium. They set up a “Flower Arrangement DIY Area” on the Spring Festival Flower Street. Participants insert labels with consumer protection slogans into flower baskets, experiencing the joy of flower arranging while reinforcing knowledge of financial risk prevention.

▲ Staff at the Yunnan branch use interactive Q&A to promote financial knowledge among the public

At the Ningxia Longchuang Employment Assistance Center, a “silent” anti-fraud campaign is underway. Bank volunteers use sign language to explain typical scam cases to people with disabilities, providing precise financial anti-fraud education and safeguarding the financial consumption safety of vulnerable groups through practical actions.

Through targeted and precise education, the Agricultural Bank delivers financial safety knowledge into thousands of households, helping risk awareness take root and flourish, effectively protecting people’s “money bags.”

Upholding Integrity and Innovation

Drawing a Unified Circle for Consumer Protection Promotion

The Agricultural Bank has innovatively launched a themed music animation short film titled “New Voices in Consumer Protection—Eight Basic Rights I Walk With,” blending trendy animation styles with the classic IP “Agricultural Bank Little Green,” accompanied by familiar melodies, carefully presenting the “Protection Atlas” of financial consumer rights. For risk scenarios such as professional debtors, excessive personal information requests, and overseas card fraud, the bank produces long images, comics, short videos, and other engaging promotional works, distributing them across the entire bank to foster a positive atmosphere for consumer protection education.

Branches in Xinjiang Bingtuan, Jiangxi, and others have launched innovative campaigns like “Ancient Paintings Reinterpreted—Consumer Protection Proverbs” and “Huaxia Calligraphy—Ink Fragrance of Consumer Protection,” embedding risk warnings into ancient life scenes and conveying anti-fraud and anti-non-regular activities knowledge through traditional ink art. The Heilongjiang branch held a cultural performance titled “Financial Escort into the ‘Old and Young’,” and the Shenzhen branch organized a themed show “Little Hands, Big Hands, Growing with Finance,” integrating fraud prevention knowledge into songs, dances, skits, and magic shows. The Yunnan branch brought financial classes into the Jingpo Manao Song Festival. The Guangxi branch incorporated anti-non-regular activity messages into Zhuang bamboo pole dances, using ethnic languages to highlight risks, organically combining financial education with folk culture.

The Agricultural Bank continues to uphold the political and people-oriented nature of financial work, adhering to the philosophy of “Farmers First, Progress Every Day,” actively contributing to improving consumers’ financial literacy and risk prevention capabilities, and creating a harmonious, transparent, and healthy financial consumption environment.