Jindan Launches Migratory Bird Protection Plan With Artist Chen Fenwan and SEE Bird Protection

Jindan (金典), the premium dairy brand, has launched its "Migratory Bird Protection Plan" (候鸟守护计划) in autumn 2026, partnering with visual artist Chen Fenwan (陈粉丸) and conservation organisation SEE Bird Protection (SEE 任鸟飞) to link product packaging with wildlife protection.

At the centre of the campaign are "Love Gives Life" art patterns (爱生万物 艺术纹样) created by Chen Fenwan, which have been adapted into bird-strike prevention visual markers — designs intended to make glass surfaces visible to birds in flight. These patterns appear on co-branded custom packaging sold online. Purchasers receive complimentary "Refuse to Hit the Wall" bird-strike prevention stickers and access to limited-edition merchandise.

A dedicated mini program allows participants to trace migratory bird routes across animated migration maps and unlock rewards as they progress. Consumers are also encouraged to share sticker DIY projects or document small personal actions taken on behalf of birds, extending the campaign's reach through user-generated content.

Offline, Jindan has partnered with SEE Bird Protection to host a public birdwatching event at Beijing Olympic Forest Park, framed around the idea of moving from "seeing" to "action." Attendees are invited to join as "Migratory Bird Protectors," positioning participation as a form of citizen conservation.

The campaign connects a fast-moving consumer goods product directly to a measurable conservation function — the bird-strike stickers carry a practical application beyond branding — while routing consumer engagement through both digital interaction and in-person community activity. This dual-channel structure reflects a broader pattern among Chinese consumer brands seeking to attach everyday purchasing to environmental causes that have tangible, visible outcomes.