Eco campaign tells car-happy Chinese: Walk more, drive less!

Global Green Awards for Creativity in Sustainability 2010

China’s emergence as a major automobile market has led to high levels of air pollution in the cities. It has also caused an increase in the country’s carbon dioxide emissions that warm the planet.

Now, an innovative outdoor campaign, called green pedestrian crossing, is urging Chinese people to walk more and drive less.

This campaign targeted young Chinese people who chose to drive over walking. The campaign involved the creation of an outdoor poster advertisement on pedestrian crossings across 7 thoroughfares in Shanghai.

Green pedestrian crossingThe China Environmental Protection Foundation, in association with DDB China Group (a marketing communications company), has won the Grand Prix at the 2010 Global Green Awards for Creativity in Sustainability.

The Green Awards, presented from the UK, culminated on December 2 with a glittering, ‘green carpet’ event at the Natural History Museum in London. The awards ceremony announced winners for all 16 categories and the 2010 Grand Prix. I was one of the international judges for this year’s awards.

The Green Awards Grand Prix is given to the overall winner which is judged the best amongst all the entries. It is meant to recognise a campaign which, in the opinion of the expert judging panel, best exemplified an outstanding environmental message, and had the greatest capacity to raise public awareness.

Judges were impressed by the creativity shown by the campaign and the simple and effective use of local knowledge. Moreover, the results of the campaign supported the judges’ decision. The campaign reached an estimated 3.9 million people and increased general public awareness about environmental awareness by 86%.

Watch video about the campaign:

Read full list of 2010 winners

Author: Nalaka Gunawardene

A science writer by training, I've worked as a journalist and communication specialist across Asia for 30+ years. During this time, I have variously been a news reporter, feature writer, radio presenter, TV quizmaster, documentary film producer, foreign correspondent and journalist trainer. I continue to juggle some of these roles, while also blogging and tweeting and column writing.

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