How do you promote the benefits of walking versus driving to people? In the case of this beautiful design from China, the answer was footprints. Using a street-wide canvas printed with the image of a leafless tree, pedestrians acted as the creators life, giving the tree leaves as they walked over the image. Large foam pads soaked with environmentally friendly, quick drying paint were placed at the streets edge. As passerby crossed the street their footprints left the image of a fully leafed and healthy tree – a symbol of healthy air and a clean environment.
Launched as part of a campaign by The China Environmental Protection Foundation in collaboration with Jody Xiong of agency DDB China, The Green Pedestrian Crossing was carried out on 7 main streets of Shanghai and later expanded to 132 roads in 15 cities across China. The project highlighted the important issue of air quality in the nation known for its massive pollution and thick smog.
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It’s hard to imagine a better way to reach the people, as an estimated 3,920,000 people participated in the event, leaving their mark on the project while learning about the issue of environmental protection. It is estimated that after online and offline exposure the overall awareness of environmental protection had increased 86% in areas where the project took place. Following the campaign, the socially created prints were exhibited at the Shanghai Zheng Da Art Museum.