Chinese media, advertising, and urban life.

MSN China has initiated an MSN Messenger campaign allowing Chinese netizens to express their "prayers and blessings" toward the "Sichuan / Wenchuan earthquake disaster area" by changing their MSN signatures to display a rainbow (see photo below). This campaign follows in the footsteps of the recent "(L) China" MSN / QQ IM campaign, covered in detail by Shanghaiist.

According to MSN, the rainbow represents hope and a good things to come: "We [MSN] believe that there is always a rainbow after the wind and rain."

Participation in the campaign only requires adding an "(R)" before your MSN Messenger screen-name. For detailed instructions and the text from which the above quotes are translated, link here (in Chinese).