While the Chinese economy is booming, the skies above its cities are darkening. One of the biggest causes is the phenomenal growth in the number of cars and exhaust emissions. To kick of their ’20 tips for sustainable development’ campaign and drive people to their 20to20.org mini-site, WWF expressed one tip in dramatic fashion. Along with an increase in new volunteers, WWF recieved coverage of the event in a number of Chinese newspapers as well as on CCTV 9, Beijing TV, Phoenix TV; even international news stations as far away as Deutsche Welle Broadcasting in Germany an Al Jazeera in the Middle East. The copy on the balloon: Drive one day less and look how much carbon monoxide you”ll keep out of the air we breathe.
Agency: Ogilvy Beijing, China.