WWF China app turns Beijing’s polluted grey skies to blue

WWF China app

Signatures of support turn grey sky blue

WWF has launched an iPhone app in China that enables users to turn grey, polluted skies a shade of blue to mark Earth Hour, the global environmental awareness event when cities turn their lights off for an hour.

Those using the ‘Blue Sky’ app, which is available in English and simplified Chinese and can be downloaded here, are then encouraged to share their before-and-after pictures on social platforms WeChat and Weibo.

The app launches along with an event fronted by Chinese film star Li Bingbing, who will kick off proceedings half an hour before Earth Hour begins, at 8pm, Saturday 29 March.

The event will be held at The Place (Shimao Tianjie), a Beijing shopping area which claims to have Asia’s largest outdoor overhead screen.

After signing a pledge of support through the app, Li Bingbing’s signature will be projected on to the screen to inspire others to sign their own names using iPads on site.

The idea is for a mass of signatures to turn grey skies blue on the screen.

The agency behind the activation was Ogilvy.

Dan Wang, brand manager at WWF China, commented: “As China’s smartphone market reaches a 90 per cent penetration rate this year, helping us reach more Earth Hour supporters in China. This is why our partnership with O&M is so important. They’ve helped us introduce a digital and social element that can engage millions of people to join the global community and take personal action to reduce air pollution now.”

Doug Schiff, ECD of OgilvyOne China, said: “Many in China feel only the government can improve the worsening air conditions, but WWF wanted to encourage individuals to support individual initiatives, and this app is a step in that direction.”


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