NGO Tells Shanghai Residents: Walk, Don’t Drive

April 12, 2011 § 2 Comments

“Walk, don’t drive.”  That was the message of the Green Pedestrian Crossing campaign, sponsored last year by the China Environmental Protection Foundation.  Launched in car-crazed Shanghai, the campaign spread to 15 other Chinese cities and, according to the Foundation, reached “3.92 million people and increased general public awareness about environmental awareness by 86%.”

How the Foundation arrived at these figures is not entirely clear.  But the figures–and their accuracy–aside, the campaign, as captured in the following 2-minute video, was highly original.

In the words of the China Environmental Protection Foundation, the award-winning campaign  (Adfest 2011 “Best of Show”; Gold Design Lion at Cannes International Advertising Festival 2010) “demonstrated to the public that even an ordinary moment could be ‘green,’ and that taking one small step can make a significant contribution to protecting the environment.”

Whether it made a dent in China’s driving mania–or in the country’s carbon output–is doubtful, but the Green Pedestrian Crossing campaign was certainly eye-catching and deserving of all the awards it garnered.

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