The Youth Union's 'billion-view' campaigns

TP - The 12th term marked a special milestone in the comprehensive innovation of the Youth Union's propaganda and education work towards modernization. The educational space has expanded to the digital environment, present on social media platforms and mobile applications, with communication campaigns attracting billions of views, creating unprecedented reach.

When patriotism is spread through digital technology.

Speaking at the 14th National Congress of the Party, First Secretary of the Central Committee of the Youth Union Bui Quang Huy affirmed that, in the face of unprecedented opportunities and challenges, the role of educating and nurturing the younger generation has become even more urgent. According to Huy, one of the key tasks is to continue to innovate the content and methods of educating the younger generation on revolutionary ideals, ethics, and cultural lifestyles.

One of the key solutions is to adapt methods to the demands of the new situation, focusing on promoting digital transformation; strengthening multi-directional interaction, utilizing various methods and forces to educate young people; and making union members the "subjects" of educational work.

With that spirit in mind, in recent times, Youth Union branches at all levels across the country have strongly reformed their educational methods towards digitalization. One of the most outstanding achievements of the past term is the Youth Union's success in transforming traditional educational campaigns into media phenomena in cyberspace.

The "Peace is Beautiful" campaign is a clear example of this innovation. Launched to celebrate the 50th anniversary of the Liberation of Southern Vietnam and the reunification of the country (April 30, 1975 - April 30, 2025), the campaign, implemented on both TikTok and Facebook platforms, garnered over 3.6 billion views, becoming the most prominent media campaign of April 2025, according to BuzzMetric.

Following its success, the "Proud of Vietnam" media campaign, aimed at celebrating the 80th anniversary of National Day, achieved unprecedented numbers, creating a symphony of patriotism in the digital age. On TikTok, the campaign attracted 199,343 posts with approximately 5.2 billion views. On Facebook, it recorded 378,545 pieces of content with approximately 6 billion views. On YouTube, 14,234 videos were uploaded, reaching approximately 500 million views. In total, the campaign's content attracted 10.8 billion views across digital platforms, ranking BuzzMetric as the most outstanding media campaign for two consecutive months (August and September 2025), and also the largest media campaign during the 80th anniversary of National Day.

Mr. Nguyen Minh Triet, Alternate Member of the Central Committee of the Party, Permanent Secretary of the Central Committee of the Youth Union, and President of the Central Committee of the Vietnam Student Association, along with young people, experience Dong Ho folk paintings. Photo: Trong Tai

Behind those impressive figures lies a fundamental shift in the Youth Union's educational approach: instead of one-way transmission, the Union creates a space for young people to directly participate in content creation, share emotions, and spread messages across multiple platforms.

The Central Committee of the Youth Union mobilized the power of its multi-platform media ecosystem to implement the "Proud of Vietnam" campaign, from the Union's own media outlets such as Tien Phong newspaper, Thanh Nien newspaper, Thieu Nien Tien Phong and Nhi Dong newspapers, to many media units and content creators with significant influence on social media. The collaboration of Kenh14 and many platforms such as Schannel, Beatvn, Theanh28, Top Comment, KSC Group, Vitamin Network, Wind Media, Ngoa Media, Golden Star Media, Eyeplus Media, Woman News, the Vietnam Social Admin Association... contributed to creating a strong ripple effect, spreading the campaign's message widely.

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Not limited to the digital environment, the campaign was also concretized by provincial and city Youth Unions, affiliated Youth Unions, and many schools through a series of practical activities. Numerous "Proud of Vietnam" journeys were organized at historical sites; activities to honor and care for families of policy beneficiaries, visits to Vietnamese Heroic Mothers, and the "drinking water, remembering the source" program took place widely. These activities contributed to connecting online messages with historical and traditional values ​​in real life, helping to express patriotism through concrete and meaningful actions.

What's special about this campaign is that it doesn't just stop at visual communication but also harnesses the power of music to connect with young people. The album "Made in Vietnam," consisting of 16 songs, has helped bring patriotism closer to young people through modern artistic language.

The song "My House Has a Flag Hanging On It," performed by singer Ha Anh Tuan, became a viral sensation on social media, transforming a familiar image of every family into a sacred symbol of national pride. Meanwhile, the "Proud of Vietnam" music journey across 10 provinces and cities connected the past with the present through the authentic experiences of young artists at historical sites, families receiving government assistance, and areas affected by natural disasters.

This is a new approach to traditional education, transforming history lessons into vivid experiences, so that young people not only listen to stories but also directly feel and share them.

Digitizing the "story of the wartime era"

Another highlight of the term was the acceleration of digital transformation in traditional education, history, and patriotism. During the 2023-2025 period, the entire Youth Union developed 6,688 digital maps of historical sites across the country. This is a significant step forward in bringing history to the digital environment, enabling young people to access information about revolutionary relics and landmarks using modern, visual tools.

In the "Proud of Vietnam" campaign, the Central Youth Union released a synchronized digital toolkit including logos, infographics, avatars, Facebook cover photos, and CapCut video templates... allowing users to easily change their online identity with just a few simple steps. As a result, millions of personal accounts and fan pages simultaneously donned the red of the national flag, turning the internet into a vibrant "sea of ​​flags," showcasing national unity and pride.

Simultaneously, 4,893 historical sites were restored and renovated with a total budget of over 1,720 billion VND. 8,233 activities related to the preservation and restoration of historical sites were organized, attracting over 545.5 million young people.

Significant progress has been made in digitizing historical documents. The entire organization has digitized 34,117 documents and artifacts with a total value of nearly 155 billion VND. These valuable materials are no longer confined to archives but are gradually being moved into the digital space, making it easier for younger generations to access and learn about the nation's history.

The project "Stories from the Time of Fire and Flowers," aimed at collecting, digitizing, and disseminating the memories, stories, and artifacts of historical witnesses, continues to be a highlight in traditional education.

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Young people spread the "Proud of Vietnam" campaign. Photo: Xuan Tung

To date, the "Stories from the Fiery Years" portal has recorded over 233,000 stories collected from the memories of 46,303 historical witnesses. This is not only a valuable data repository but also a bridge that helps the younger generation gain a deeper understanding of the heroic years of the nation's struggle.

The achievements during the past term show that the Youth Union's educational work is undergoing a strong transformation in the digital age. Building on this foundation, the Youth Union continues to inspire a desire to contribute, cultivate revolutionary ideals, and spread patriotism among the young generation of Vietnam.

Source: https://tienphong.vn/nhung-chien-dich-ty-view-cua-doan-post1852736.tpo