The New Life Movement (Chinese: 新生活運動; pinyin: Xīn Shēnghuó yùndòng) was a government-led civic movement in 1930s China to promote cultural reform and Neo-Confucian social morality and to ultimately unite China under a centralised ideology following the emergence of ideological challenges to the status quo. Chiang Kai-shek as head of the government and the Chinese Nationalist Party launched the initiative on 19 February 1934 as part of an anti-Communist campaign, and soon enlarged the campaign to target the whole nation.[1]