This is one of the better examples we’ve found that art can be a powerful way to deliver a message. DDB China Group – they provide “creative solutions” for different companies – and the China Environmental Protection Foundation created an interactive, outdoor art project in order to promote the environmental benefits of walking over driving. Throughout 15 cities in China, giant white canvases with the image of a bare tree were used to cover 132 crosswalks. In order to cross the intersections, pedestrians had to first walk thru a pad of environmentally friendly green paint. The resulting footprints created the look of leaves covering the tree. Now, when we say that it sent a powerful message about environmental responsibility, consider this: nearly 4 million people were estimated to have participated in painting the leaves. In addition to those people, the final posters were hung in urban locations where they were no doubt seen by however many more
millions of people. Wow.
