In 2024 Public Service Announcement (2023) entered the M HKA collection thanks to a donation from A Maior. A Maior is a clothing and home furnishings shop in Viseu, Portugal, managed by Bruno Zhu’s parents. Since 2016, an eponymous curatorial program has been managed by the artist using the store as a site where artistic experimentation materialises in accordance with the shop’s seasonality and daily operations. 

Public Service Announcement (2023) is a 350 x 250 cm billboard image depicting Yu Yan, Bruno Zhu’s grandmother. The two regularly collaborate on a series of lookbooks featuring A Maior’s clothing and accessory lines to mark the fashion seasons of the store. In this work, Yu Yan models A Maior cosmetics line and wears a t-shirt featuring the slogan “Born To Serve Cunt Forced To Work Minimum Wage”. Jessica Zhu, Bruno’s sister, was the makeup artist.

The work was commissioned for an exhibition held at Kunstinstituut Melly in Rotterdam and displayed on the institution’s facade from 8 December 2023 until 1 September 2024. The artwork was in dialogue with the well-known billboard Melly Shum Hates Her Job (1989) by Canadian artist Ken Lum. Both artworks, though from different generations, feature women of working-class backgrounds and a statement on labour.