A new short film entitled "Hairy Nose" warns about the dangers of China's air pollution in an uncanny and humorous way.
Air pollution in China is inevitable to say the least. In 2015, all of its 366 cities failed to achieve the air quality standards set by the World Health Organization. With this, it is not surprising that wildlife conservation group WildAid found that more than 90 percent of Chinese people are concerned about air pollution in their country.
All About 'Hairy Nose'
The GOBlue program of WildAid encourages Chinese people to practice smart transportation decisions that entail low-carbon emissions to help improve air quality and decrease greenhouse gas emissions.
"Hairy Nose" is the latest public service announcement (PSA) of GOBlue and it conveys a very powerful message that magnified the impacts of grave air pollution in the distant future.
In the short film, the people are seen having long nose hair to help them filter the dirty air they are breathing. The hairy nose has become so normal in their world that people actually turn it into a fashion statement or a usual part of culture.
However, toward the end of the film, one man fails to succumb to air pollution and decided to cut his nose hair regularly to show defiance to what has become of their world.
In the end, the film leaves viewers a thought-provoking message and that is "Change air pollution before it changes you."
Media Exposure To Mitigate The Problem
In China, this new PSA is now being shown in social media platforms, national television stations and street screens.
WildAid has successfully boost media presence in Asia, without having to pay expensive fees. In 2014, the group acquired almost $200 million worth of airtime donated from media partners. This has become its way of bringing important messages to the public every week.
Air Pollution In China
Air pollution in China has evolved to be one of the most serious problems of the country.
As per statistics, at least 500,000 people die prematurely due to air pollution.
Air pollution is said to be worst in the northern parts of the country. True enough the life expectancy in these places is about 5.5 years lower than those living in the south.
Lung cancer deaths have also rose by 465 percent over the past three decades at the minimum.
"Air pollution is the number one environmental and health concern in urban China, but most people are waiting for the government to enact change or improve the situation," says WildAid China's May Mei. "It's important that individuals know they have a role to play too."
WildAid is a wildlife conservation group that has been working to weaken climate change in China since 2011. The group primarily uses television, billboard advertisement and documentaries to send their message across. The group particularly targets behavior change among individuals to mitigate greenhouse gas emissions.