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WWF calls on China to curb excessive consumption to mark Earth Overshoot Day

Green group WWF has launched a campaign to raise awareness about the need for sustainable consumption in China.

A number celebrities have been recruited to get the message across that people are currently consuming beyond the earth’s means. The campaign is timed to mark Earth Overshoot Day, which is tomorrow, 13 August.

WWF campaign China

The campaign, devised by Grey Global Group China, has also engaged 13 retailers including Carrefour, Walmart and Ikea to support the campaign.

Canon Wu, chief digital creative officer, Greater China, Grey Group, said: “As we look deeper into the issue, we’ve stumbled upon some very alarming facts: This year, 2015, Earth Overshoot Day marks on August 13, where as in 2000, it was marked on October 1. Each year, Earth Overshoot Day is pushed ahead. We must get the public to care, and take Earth Overshoot Day seriously. We want to build greater public awareness on reducing the excessive consumption of our natural resources by starting making changes of our very own way of living.”

Dr Li Lin, executive director of programmes at WWF China, added: “As we approach Earth Overshoot Day, we want to pass the idea of sustainable consumption by getting more people involved, by inviting social responsible companies to join us, and consequently to put and convert the industry chain in motion to act on sustainable consumption, and eventually makes it the new consumption norm.“

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