Cannes Lions

CHARITY

OGILVY BEIJING, Beijing / GREENPEACE / 2011

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Overview

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Credits

Overview

Execution

A ‘Disposable Forest’ was placed in a popular Beijing shopping area. Greenpeace handed out permanent-use chopsticks and encouraged people to make a pledge not to use disposable ones. Then people made a pledge by way of signature at the event, uploading their pledge to their Weibo account (China's Twitter) or going to the website to sign on.

Outcome

In the first two weeks over 100,000 people pledged, at the event and on the Greenpeace mini-site, helped by a surge of Weibo (China’s Twitter) uploads, encouraging many more to sign on. Posters spread the word and convinced restaurants to make a change.As a result, 2,000 (and counting) restaurants across greater Beijing have replaced their disposable chopsticks with permanent-use ones.

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