Recently, news that a ‘netizen from Nantong has leased an advertising billboard along Jiangsu Avenue’ has sparked widespread online discussion. The story began when a resident of Nantong, Jiangsu Province, driven by deep affection for his hometown and a desire to promote local culture, personally funded the rental of an outdoor billboard along Jiangsu Avenue—a major thoroughfare connecting key cities in the province—to showcase Nantong’s urban image, scenic attractions, or dialect-based cultural elements.The ad design was simple yet distinctly local, featuring phrases in the Nantong dialect, images of Langshan Scenic Area, or traditional indigo-printed textiles—intangible cultural heritage symbols of the region. It quickly went viral on social media, hailed by netizens as ‘the most down-to-earth city advertisement.’ Many locals expressed pride and emotion, while some tourists outside Jiangsu developed newfound interest in visiting Nantong. Although some questioned whether this was a form of commercial promotion, the individual clarified it was purely a personal gesture to support his hometown.This incident reflects a growing sense of civic identity among the public and highlights how individuals can creatively engage with public spaces in the digital age. Beyond official narratives, grassroots initiatives are now offering more authentic and relatable ways to tell local stories, breathing fresh energy into urban branding.
近日，一则‘南通网友承包江苏大道广告牌’的消息在网络上引发热议。事件起源于一位来自江苏南通的网友，因对家乡深厚的情感和推广本地文化的热情，自费租下位于江苏大道（通常指连接省内主要城市的主干道）沿线的一块户外广告牌，用于展示南通的城市形象、特色景点或方言文化等内容。此举不仅体现了普通市民参与城市宣传的积极性，也反映出新媒体时代下‘民间代言’的新趋势。该广告内容设计简洁而富有地方特色，例如使用南通话标语、展示狼山风景区或蓝印花布等非遗元素，迅速在社交平台走红，被网友称为‘最接地气的城市广告’。不少本地人表示感动与自豪，也有外地游客因此对南通产生兴趣。尽管有人质疑此举是否涉及商业炒作，但当事人回应称纯属个人行为，旨在为家乡‘打call’。这一事件折射出当代公众对城市认同感的增强，以及个体通过创意方式参与公共空间表达的可能性。在官方宣传之外，民间力量正以更鲜活、亲切的方式讲述地方故事，为城市形象注入新活力。
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