The “818” (August 18) is one of three major online shopping “festivals” in China. NRDC capitalized on the heightened retail activity during this year’s “818” to call consumer attention to making energy efficient and environmentally responsible choices in terms of cooling appliances, from purchase to end-of-life disposal. Specifically, NRDC released a series of communication materials during the week leading up to 818, including: “Buy Efficient Appliances and Save More”, “Ten Common Mistakes in Air Conditioners Usage”, “Ten Common Mistakes in Refrigerator Usage” and “Green Cooling Advances the Blue Sky Action Plan.” These materials were distributed both offline and through online channels (partner organizations, media outlets, and appliance retailers). The week’s communication activities culminated in the “Green Recycling, I’m in!” publicity event on August 16 which we organized along with the Beijing Energy Conservation and Environmental Protection Center (BEEC). The event drew participants from China’s three leading retailers of electrical appliances, Gome, Suning and Dazhong. We also invited a consumer advocate to share recommendations for individual actions. Finally, NRDC called on manufacturers and retailers to equip their sales staff with the knowledge to guide purchaser behavior.