A media campaign is helping Hubei, the epicenter of the coronavirus outbreak in China, stand on its feet by encouraging online shoppers to buy produce from the province.

Hubei, known as the land of fish and rice, suffered greatly after being cordoned off to curb the spread of the new coronavirus. Its agricultural produce, from lotus roots to oranges and mushroom, could not make their way to the market.

But with restrictive measures gradually easing and the epidemic situation greatly improving, Hubei is trying to find its footing again – with the help of the nation.

The central government has proposed a slew of measures to strengthen support for Hubei's economic and social development.

Chinese broadcaster CCTV has also launched a campaign, aptly titled "Thank you for group buying for Hubei," to encourage demand for products that are made in Hubei.

CCTV news anchor Zhu Guangquan and Li Jiaqi, one of the most successful live stream hosts online in China, hosted a live broadcast to sell Hubei products, from hot dry noodles to navel oranges, on Monday night. Over 3.5 million people tuned in for the live stream.

The media campaign is also being featured on mobile TVs on buses, elevators in residential buildings and screens in malls. The initiative has been played on 860,000 screens in 400 cities across China, including Beijing, Shanghai and Guangzhou.

Many netizens said joining the initiative is their contribution to helping Hubei shake off the dust of the previous months.

(Top image: The supermarket put up posters of the initiative. /CCTV)