Sustainability is an imported concept in China not adapted to Chinese culture. How might we rebrand environmental protection in China so people feel concerned?
From studying Chinese people behaviours towards environment and linking it with the recent historical events and local values, I developed a communication guideline for designers and highlighted opportunity areas for my master project.
This thesis research was conducted in over 15 cities across China and summarized in this 100 pages book. Each human behaviour was illustrated into an animal to highlight specific characteristics.