On September 22nd, a reporter from Dazhong.com saw in a commercial plaza in Luxi New District, Heze, Shandong Province, that the corridors and atrium were adorned with dozens of large, bright red posters, creating a stunning scene. From the initial tribute on a single screen to the "walls filled with honors," the tribute campaign that began in early August this year continued in relay fashion on the eve of the National Day holiday.

Qian Xuesen, Deng Jiaxian, Yuan Longping, Guo Meili, Du Fuguo, Nie Haisheng... Portraits of these meritorious figures replaced commercial advertisements, unfurling along the shopping mall's circulation route. Passing customers slowed down in front of the posters, some looking up to identify the figures, and others taking photos to preserve the memory.

Initially, a shopping mall in Shan County, Heze replaced its commercial advertising spaces on the exterior walls with a giant public welfare poster of Qian Xuesen, accompanied by his famous quote: "Don't lose confidence. As long as you persevere, you will eventually achieve results." The shopping mall is adjacent to the Experimental Primary School and Experimental Middle School, which are the only routes for parents to pick up and drop off their children. The operator hopes to use the most eye-catching way to make children "look up and see the backbone of the nation." The poster was quickly spread after being photographed by citizens.

Subsequently, various shopping malls in Heze city took the initiative to display their screens. This tribute spread from Heze to Shandong, and then to the whole country. Supermarkets and department stores from various regions gradually joined in, showing portraits of meritorious figures on outdoor screens in rotation.

Without unified organization or deliberate planning, this spontaneous action originated from businesses has broken the barrier that the spirit of role models "only exists in textbooks, not in life", making commercial spaces a front for the dissemination of spiritual civilization.

From a poster in a supermarket in the county town, to spontaneous relay activities in business districts across multiple regions, and now to the walls adorned with honors. In this spontaneous tribute, merchants have actively sacrificed commercial interests, leveraging the advantages of large pedestrian flow and wide coverage in business districts, integrating the spirit of patriotism, dedication, and contribution into the daily urban life, making respect for science and tribute to dedication a social norm.

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