This article examines a major change in campaigning through the means of mass media during the reform era. As the media commercialized and partially privatized, the state has tried increasingly to involve societal actors in the production of public service advertisements (PSAs) on television. Today, PSA campaigns are initiated by state and Party units, but their funding, production and broadcasting is made possible by a collaborative effort between broadcasters, advertising companies and commercial enterprises who voluntarily support their further development. I conducted 27 in-depth interviews with officials, broadcasters and producers in Beijing to tap into the policy rationale behind the use of public service advertisements in campaigning and the incentive structure facilitating collaboration between companies and state units. Interviews with judges of PSA competitions and content analysis of price-winning advertisements reveal the standards of the central government to employ public service advertising as a means of campaigning.
