The China Cultural Relics Protection Foundation and State Administration of Cultural Heritage launched a photo contest on Aug. 30 to promote awareness of cultural heritage among university students.

Comedian and cultural relic enthusiast Wang Gang is a spokesperson for the contest, and has been calling for entries.

More campaigns to get the public better involved in protecting and preserving cultural heritage will follow in coming years, including traditional cultural-inspired fashion design contests, folk art exhibitions, performances of local operas, folk songs and dances, and a television series documenting ancient treasures, says Ma Zishu, deputy head of the foundation.

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