by Sofia Lorenzini
Chinese cars market is still the biggest in the world, with more than 500 million cars that congestion streets e make air unbreathable, with consequences on environment, given that 40% of carbon dioxide comes from cars.
China Environmental Protection Foundation decided to create the campaign “Green Pedestrian Crossing - More Walking, Less Driving”, to make Chinese citizens aware on environmental issues connected to car traffic, inviting them to do something, in their own way, walking more and driving less.
Jody Xiong, creative director of design agency DDB Group China, created some installations made of giant canvases, 12.6 meters long by 7 meters wide, laid across the pedestrian crossing of 132 streets in 15 cities, in the middle of busy crossroads, places where pedestrians and cars meet. On the canvases Xiong drew big trees without leaves, and on every corner of the pedestrian crossing he placed sponge cushions soaked in green environmentally friendly washable and quick dry paint.
Xiong explained: "As pedestrians walked towards the crossing, they would step onto the green sponge and as they walked, the soles of their feet would make foot imprints onto the tree on the ground. Each green footprint added to the canvas like leaves growing on a bare tree, which made people feel that by walking they could create a greener environment."
Also Deputy Mayor of Shanghai participated to the campaign, which caused a lot of curiosity between the pedestrians, who went on the crossing just to walk on the artwork, and the campaign got the media attention, that brought out the news. By the end of the campaign, 3,920,000 people had contributed to the paintings.
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