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氣候

90% of Beijing residents want environmental protection over economic growth

背景: 

As a result of rapid economic development, 16 of the world’s 20 most polluted cities are now in China. A recent study by China’s Center for Disease Prevention and Control stated that more than 17 provinces in China show heavy air pollution and more than 600 million people are affected by it. Pollution from energy production and usage, transportation, city-generated waste, and food production are elevating China’s exposure to catastrophic habitat destruction, natural resource exhaustion, and climate change.

Though residents in cities including Beijing are in accord to the notion of climate change, roughly 1 in 3 people still feel that tackling climate change is not their responsibility. A survey conducted in 2013 showed that less than 13% of residents were able to name even five simple and effective things they could do to help protect the environment. With the rise of China’s middle class, younger generations hold the key to China’s climate change future.

我們的工作: 

In 2011 we launched a four-year campaign in China called 5 To Do Today to influence attitudes, incite behavioral change, and create collective support for climate action. We believe that individuals can make a significant, collective impact by modifying daily routines to reduce their individual environmental footprint.

Our efforts to fight climate change from the ground up are focused on engaging the public to act on these five strategies:

  • Walk, bike, or take public transportation as often as possible.
  • Only buy and use energy efficient products and appliances.
  •  When possible, turn off, unplug, or minimize the use of anything that consumes electricity or water.
  • Consume responsibly by buying environmentally conscious foods with smaller carbon footprints, products not high in chemicals, not using plastic bags, or wasting food.
  • Recycle. 

Moving forward our goal is to use new and existing methodology, networks, and contacts from our wildlife campaigns to:

  • Raise awareness of China’s pressing environmental crisis ranging from air pollution to food sustainability.
  • Support Chinese law and policymakers in environmental protection efforts and legislation.
  • Measurably increase responsible environmental behavior, self-awareness, and collective action in China by acting on 5 To Do Today.

The campaign kick-off featured public service messages from longtime WildAid Ambassador Jackie Chan, world-famous pianist Lang Lang, NBA player Pau Gasol, and a team of Chinese celebrities including Li Bingbing, Yang Lan, and Guo Jingjing. These PSAs were broadcast thousands of times on nearly a dozen TV channels and public transit channels in 2012 and 2013.

In addition to TV messages we also developed partnerships with the Energy Foundation, Top10, and Shanghai Soong Ching Ling Foundation to produce documentaries, magazine and infographic messages, and on-the-ground environmental education with schools and children. We continue to liaise with the Chinese National Development and Reform Commission, the Chinese National Energy Conservation Center, and the US Embassy in Beijing to encourage continued support for campaign.

In 2014, we will continue to build momentum by taking 5 To Do Today into the field with interactive projects for schools, communities, and the public. 

We will continue to produce PSA messages and build out an extensive social media campaign to support our growing list of celebrity ambassadors to share their thoughts and views online.

The Impact Timeline

  • November 2010: 5 To Do Today launches its Chinese website.
  • March 2011: Lang Lang’s “Save the Earth” PSA begins production and processing.
  • June 2011:  Lang Lang’s “Save the Earth” PSA aired on half a dozen TV stations, cumulatively running over 1,300 times.
  • July 2011: Secured a partnership with the Energy Foundation to produce a mini series documentary highlighting China’s environmental protection roadmap.
  • September 2011: Lang Lang’s 5 To Do Today billboards launch in Chengdu Airport.
  • March 2012: 5 To Do Today meets Minister and Vice-Chairman of the National Development and Reform Commission and the National Energy Conservation Center.
  • May 2012: Jackie Chan and Pau Gasol spread 5 To Do Today messages on social media, reaching over 30 million fans and 6,000 video views.
  • June 2012: 5 To Do Today launches on Sina Weibo on World Environment Day.
  • May 2013: New 5 To Do Today PSAs and documentaries air on more than a dozen TV stations and over nine domestic airlines.
  • June 2013: 5 To Do Today launches magazine ad on China’s annual Energy Saving Week.
  • August 2013: 5 To Do Today and partner organization Top10 launches “Energy Efficient Appliances Guide” infographic online.
  • September 2013: 5 To Do Today conducts first survey study in Beijing, Shanghai, Chengdu, and Guangzhou to measure environmental attitudes and behavior.
  • October 2013: 5 To Do Today gains support from Chinese celebrities Hai Qing and Huang Haibo for new PSAs. 
你可以做甚麼？: 

Visit our Chinese campaign page and submit your five today. (U.S. campaign page.)