首届长沙对外传播“杜鹃花奖”启动作品征集

The First Changsha Azalea Awards officially launched its call for entries on March 19. Themed "Bonds, Blossoms, Beyond," the awards invited creators, communicators, and practitioners from around the world to share stories about Changsha and introduce the city to the world.

3月19日，首届长沙对外传播“杜鹃花奖”正式启动作品征集，以“联结·绽放·共生”为精神内核，邀请全球创作者、传播者、实践者讲述长沙故事，向世界递出长沙名片。

The azalea was designated as the official flower of Changsha in 1985, symbolizing the city's spirit of openness, inclusivity, proactive attitude, and dedication to serving human beings. As a symbolic emblem for promoting Changsha's international image, the "Azalea Awards" aims to align Changsha with the pulse of global civilization, helping build the city into a leading hub for cultural communication with worldwide influence.

杜鹃花于1985年被确立为长沙市花，象征开放包容、积极进取、造福人类的精神特质。作为长沙城市形象国际传播品牌符号，“杜鹃花奖”旨在推动长沙与世界文明脉搏同频共振，助力打造具有全球影响力的文化传播新高地。

The solicitation seeks international communication works, activities, and figures that have emerged or taken place between September 1, 2025 and September 30, 2026. The submissions should have made significant contributions to showcasing Changsha's image and promoting exchanges between China and the rest of the world. The submission categories include International News Works, International Communication Products (Video/Audio/Photo/Publication), International Communication Events, and International Communication Figures (Individual/Group). Following a merit-based selection process, the jury will evaluate each category and award up to 10 annual "Azalea Awards" and 10 nomination awards for outstanding projects.

本次征集作品为2025年9月1日至2026年9月30日期间创作或发生的、在展现长沙形象与促进中外交流方面成效显著的国际传播作品、活动及人物。分为国际新闻作品、国际传播产品、国际传播活动、国际传播人物四大类，坚持优中选优、宁缺毋滥的原则，经评审各类别精选优秀项目授予年度“杜鹃花奖”不超过10个，提名奖10个。

The award categories encompass international news reports, communication products, special events, and outstanding figures, comprehensively covering all fields and aspects of international communication. In terms of the selection criteria, the awards emphasize ideological depth, artistic merit, and communicative impact, valuing both the professional quality of the works and their reception and influence within the international community. Regarding submission and promotion, the awards are open to global submissions, employing innovative promotional methods to attract participation from a wider range of entities both domestically and internationally. These efforts aim to make the "Azalea Awards" a key window for the world to experience Changsha.

在奖项设置上，涵盖国际新闻作品、传播产品、特色活动、杰出人物等多个类别，全面覆盖国际传播各领域、各环节；在评选标准上，突出思想性、艺术性、传播力，既看重作品的专业水准，也注重国际社会的接受度和影响力；在征集推广上，面向全球广泛征集，创新宣传推广方式，吸引海内外更多主体参与，让“杜鹃花奖”成为全球感知长沙的重要窗口。

The "Azalea Awards" organizing committee has also invited Xiong Chao, winner of the Cannes Lions Gold Lion and visual effects director for the Beijing Winter Olympics opening ceremony, to serve as visual director and create a bespoke brand visual identity (VI) system. Centered on the core concepts of "Bonds, Blossoms, Beyond," the system encompasses logo design, trophy design, and collateral materials, serving as a design model that seamlessly blends Eastern aesthetics with Western expression.

本届“杜鹃花奖”还邀请戛纳创意节金狮奖得主、北京冬奥会开幕式视效导演熊超担任视觉总监，打造专属品牌视觉VI系统。该系统以“联结·绽放·共生”为核心理念，涵盖标识设计、奖杯设计与延伸物料，是融合东方意境与西方表达的设计典范。