●The Challenge
　　China's rapid growth over the past decades, while drastically reducing levels of extreme poverty, has had a critical impacton the country's enviroment and natural resources. The general public's lack of awareness and information, as well as indifference towards protecting the environment has further contributed to the degradation of land, water and air. In a 2002 Internet poll of Chinese citizens by the People's Daily, the environment ranked tenth as a concern behind other social issues. According to a 2005 survey, less than 20% of the population was actively engaged in any environmental initiative. Levels of environmental awareness on the harmful consequences of environmental degradation to health, livelihood and sustainability remains low.

●The Response
　　The primary objective of this project is to communicate environmental knowledge, to raise the public's environmental awareness and to convert the knowledge into a change in behavior towards environmental protection. CEAP will support a series of visible and innovative national and local awareness campaigns targeting the youth, rural and urban residents and communities. The campaigns will consist of public service announcements, films, TV shows, documentaries, events/performances as well as goodwill ambassadors to help disseminate information through TV, print, radio, internet and mobile telephones.

　　In conjunction with the campaign efforts, CEAP will also work at the policy level with government officials to support activities to strengthen decision-making processes and policy implementation on environmental matters. To this end, the programme will carry out a design of a national strategy on capacity development for improved access to information, participation and remedy in environmental decision-making. Additionally, CEAP will coordinate with and build on previoussuccessful awareness campaigns conducted both globally and domestically from governments, donors and civil societyorganizations, while developing new approaches and methodologies to be utilized on CEAP's campaign activities.

　　The partners on this project include UNDP, Ministry of Environmental Protection and China International Centre forEconomic & Technical Exchanges of Ministry of Commerce. The Cooperating unit of the project is the Center for EnvironmentalEducation & Communications. The sponsors are Government of Norway and Arcelor Mittal. The project document was signed in June2006. The Project Management Office is located in CEEC.

●Expected Activities
　　National campaign launched in Spring-2007, supported by TV shows, goodwill ambassadors, public service announcements, documentaries and other awareness activities.

　　Local campaigns designed around major events such as the 2008 Olympics in Beijing. Possible themes also include sustainable consumption issues in the southeast and ecological vulnerability in the north and west.

　　Campaign Resource Centre (CRC) established offering technical guidance, know-how and resources to assist local organizations create and develop innovative awareness raising packages.

Start Date: June 2006
End Date: June 2009
Executing Agency: Ministry of Environmental Protection

UNDP: US$ 500,000
Government: US$ 500,000
Bilateral: US$ 500,000
Private Sector: US$ 2,000,000
Total Budget: US$ 3,500,000

CEAP Project Document.pdf Download