This August, a special "screen swap" quietly began in China's urban commercial districts, starting from Shandong. In Heze, Shandong, numerous merchants spontaneously replaced their prime outdoor advertising spaces—typically reserved for high-paying commercials—with posters featuring scientists like Qian Xuesen and Deng Jiaxian etc.

What began as a simple initiative by one shopping mall evolved into a spontaneous chain reaction across multiple cities in Shandong, then expanded into a nationwide movement spanning Inner Mongolia, Jiangxi, Anhui, and beyond. The significance of this grassroots campaign—dedicating the most expensive advertising real estate to the nation's true pillars—has long transcended that of mere public service announcements.

One citizen remarked, "Compared to internet celebrities, it is the scientists who silently dedicate themselves to our country who truly deserve to be our top stars."

When the most vibrant areas of a city no longer offer only goods but also inspiration, when children look up not at fleeting pop icons but at scientific giants, a nation’s spiritual elevation quietly takes root in the glow of its lights.

作者：刘亚

视频：杜昊

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