China appeal tries to clear air.(Who ... When ... Where ... How ... WHAT?)

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Green is the new black. Taking that slogan rather literally, WWF (World Wildlife Fund) China last year launched an awareness campaign using the "so-hot-right-now" green movement, not the actual color, to showcase how being green can erase the black ... smoke that is.

According to WWF China, while the Chinese economy is booming, the skies above its cities are darkening. One of the biggest causes is the phenomenal growth in the number of cars and exhaust emissions.

To kick off their "20 Tips for Sustainable Development" campaign and drive people to their 20to20.org mini-site, WWF China articulated one tip in rather dramatic fashion: a huge black bubble attached to the exhaust pipe of a small car, that reads: "Drive one day less and look how much carbon monoxide you'll keep out of the air we breathe."

The bubble tagged along behind the car, and according to WWF China, created quite a stir. Along with an increase in new volunteers, WWF China received coverage of the event in a number of Chinese newspapers and news channels, as well as on international news stations as far away as Deutsche Welle Broadcasting in Germany and Al Jazeera in the Middle East. The campaign took the bronze in the Outdoor category at last year's Cannes Lions International Advertising Festival.

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