Developed by Ogilvy China, the ‘Hero’ print and outdoor campaign is the NGO’s response to a national target of reducing per capita energy consumption by 20 per cent in 2010 compared with 2005.The creative concept honours citizens who have saved extraordinary amounts of energy or water in the course of their daily lives.
WWF assessed the efforts of 2,000 families, 70 schools and 100 colleges from September last year until June before awarding the top three energy saving ‘heroes’ in each category.
The organisation has also initiated an online contest on Sohu.com, inviting the public to submit articles on energy saving.
