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WWF China Launch Blue Sky App

The Sustainability Channel 0 Add to collection

O&M China reveal app that lets you 'clear away' blue skies

WWF China Launch Blue Sky App

WWF China and OgilvyOne Beijing have joined hands again this year to support Earth Hour

by creating a new “Blue Sky” iPhone app that allows users to turn their photos of polluted gray skies into

clear blue skies with a simple finger wipe. Users can share the before and after pictures on their WeChat

Moments and Sina Weibo (Chinese microblog). In addition, the app invites users to pledge against air

pollution by signing their phone screens and sending their signatures to the WWF website, where all

supporters’ blue signatures will be combined to collectively clear away a gray sky and inspire a movement for

cleaner air.

Chinese film celebrity and WWF Earth Hour global ambassador Ms. Li Bingbing will kick off the live event

on March 29 at 8:00 pm at The Place (Shimao Tianjie), a popular shopping destination in Beijing with Asia's

largest outdoor overhead screen. After signing a pledge of support through the app, Li Bingbing’s signature

will be projected onto the overhead screen to inspire others to action. Shoppers and passersby can also

pledge to the movement by signing their own names through the “Blue Sky” app on one of several iPads onsite.

Signatures collected will be shown on TV screens on-site that will show gray skies being transformed

into blue skies from a mosaic of blue signatures.

Social@Ogilvy Shanghai has also pitched in to create custom content for WWF China’s ambassadors to

share across their own social networks. The team is engaging social media influencers and celebrities in

business, athletics, health, literature, lifestyle and the arts to help further spread the message on Sina Weibo

and WeChat.

Dan Wang, Brand Manager, WWF China, commented, “As China’s smartphone market reaches a 90

percent penetration rate this year, an innovative and meaningful mobile app can make a big difference in

helping us reach more Earth Hour supporters in China. This is why our partnership with O&M is so

important. They've helped us introduce a digital and social element that can engage millions of people to join

the global community and take personal action to reduce air pollution now.”

Doug Schiff, Executive Creative Director of OgilvyOne China, said, "Many in China feel only the

government can improve the worsening air conditions, but WWF wanted to encourage individuals to think

up and support individual initiatives, and this app is a step in that direction."

Born in 2009, Earth Hour has become the biggest public engagement event in China, taking place in a

variety of historic landmarks such as the Bird’s Nest and the Great Wall, with those locations showing

support by turning their lights off. The yearly event has also broadened in message and relevance, with the

struggle with air pollution being a key focus this year.

The “Blue Sky” app is available in English and simplified Chinese. It is now downloadable through the App

Store and is compatible with iOS 6.1 and later.

view more - The Sustainability Channel
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lbbonline.com, Fri, 28 Mar 2014 11:16:13 GMT