Our team wanted to change that by engaging the elderly community to take action and educate.

The Workshop Concept

After diving into research about China's carbon emission problem, our team decided to host a workshop where elders can learn about pollution in their community with an animation, an open forum, and an educational takeaway brochure. This workshop would educate the elderly and encourage them to share with their own community what they have learned. The elderly are deeply respected in Chinese culture, so we wanted to play to that heavily. 

The workshop would first be located in Baoding - China's biggest polluting city. This workshop would be held in a community center within the first month of the Chinese new year. We would reach our target audience of the elderly chinese population (70+) through flyers, direct invitations, and advertising. 

The international community was also recognized as a secondary audience.
They would be reached by advertising including a series of posters, and digital bus stop ads.