Abstract: During COVID-19, domestic public service advertising presented innovative features such as multi-level release subjects, three-dimensional carriers, relatively rich contents and focusing on emotional appeal to realize the effect of empathy. The advertising effect has improved. Combined with the existing communication experience, in the future, public service advertising communication in public health emergencies should further understand the needs of the audience, tap the national cultural characteristics, gather social intelligence, bring into play the benefits of channel linkage, integrate new technologies and maximize the communication value.

Key words: public service advertising, COVID-19, public health emergencies, innovative communication