Ethical Advertising / Green Pedestrian Crossing Project In China
August 29, 2012
The China Environmental Protection Foundation developed an outdoor campaign, displayed on the street, to creatively promote this message. They decided to leverage a busy pedestrian crossing; a place where both pedestrians and drivers meet.
The campaign [by Jody Xiong of DDB China] involved laying a canvas 12.6 metres long by 7 metres wide on the ground, thus covering the pedestrian crossing with a large leafless tree. On either side of the road, beneath the traffic lights, were placed sponge cushions soaked in green, environmentally friendly, washable paint. As pedestrians walked towards the crossing, they stepped on the green sponge, thus leaving green foot imprints on the canvas of the tree. Each ‘green’ footprint on the canvas looked like leaves growing on a bare tree, which made people feel that by walking they could create a greener environment.
The ‘Green Pedestrian Crossing’ was carried out across 7 thoroughfares in Shanghai. The campaign was then extended to 132 roads across 15 cities in China, with a participation exceeding 3,920,000 people.
The total number of pedestrians that participated exceeded 3,920,000 people. Key media both online and offline rapidly wrote about the campaign and, according to research, the overall awareness of environmental protection had increased 86%. After the campaign, the print was exhibited at the Shanghai Zheng Da Art Museum.