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Campaign: Reducing air pollution in China

Reducing air pollution in China

Client: WWF
WPP company: Ogilvy & Mather, Beijing

Air pollution in China has increased by 50% in the last decade as a result of rapid industrialisation and growth in car ownership. Sixteen of the planet’s 20 most polluted cities are in China. Pollution levels are predicted to quadruple within 15 years unless the country can slow its growth in energy consumption and automobile use.

To kick off its “20 tips for sustainable development” campaign, O&M helped conservation charity WWF organise an event to highlight the dangers of excessive emissions. An eye-catching seven by nine metre exhaust cloud was displayed in a busy shopping area of Beijing, showing people how much pollution they could prevent by not driving for just one day.

The event received media coverage in daily newspapers, local TV news broadcasts and foreign-language TV as far afield as Hong Kong, Europe and the Middle East.