倡导 chàngdǎo to advocate
to advocate; to initiate; to propose; to be a proponent of (an idea or school of thought)
How to remember 倡导: 倡 guide + 导 guide = to advocate.
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How it is used
- To advocate/champion an idea or practice, actively promoting it - 倡导绿色出行 (chàngdǎo lǜsè chūxíng) to advocate green travel.
- The subject is often an authority, organization, or thought leader initiating and pushing a value; formal register.
- Near 提倡 (tíchàng, to promote/encourage), but 倡导 sounds more like being the originating champion of a movement.