We partnered with many of the major digital platforms in China.

When netizens went to these sites there page would become clouded with smog.

By tracking IP addresses, the smog on screen directly reflected actual smog outdoors at their current time and location.

The live AQI was then displayed - followed by a sobering message:

“If you won’t accept this digital web experience, why would you accept this in real life?”

“Take action by going to WWF.com to learn more about is being done to address this problem"

Over 8 million people had their web experience hijacked by smog.

The idea contributed to a 230% increase in traffic to the WWF website.

We ultimately reached over 50 million people via social sharing.