7 December 2011: A public awareness campaign titled “Redraw The Line” has been launched to mobilize a critical mass of people, communities, and cities to drive demand for clean energy, transport, and environmentally sustainable consumption, in response to the challenges posed by climate change.

The campaign was created by the Asia-Pacific Media Alliance for Social Awareness and Ogilvy & Mather, with support from the Asian Development Bank (ADB) and the Swedish International Development Cooperation Agency (SIDA). During its first year, this Asian regional initiative will target the Philippines, Thailand and Viet Nam. Other countries will be added over the next five years. A climate change market survey on consumer awareness and attitudes will be conducted and will determine key climate concerns of each participating country.

The campaign will count on the participation of the media, entertainment and advertising industries, private sector entities, bilateral and multilateral development agencies, and youth organizations and university institutions. [ADB Press Release]