Created by Jody Xiong
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 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.