The year 2020 is on track to rank among the top 5 hottest years on record. To draw consumers’ attention to green cooling, NRDC collaborated with the Institute of Public & Environmental Affairs (IPE) to support the “Green Cooling – Cooling the World” social media campaign initiated by the Publicity Center of the Ministry of Ecology and Environment (MEE) via Weibo. The campaign kicked off on China’s national “Low Carbon Day” on July 2 with a microblog encouraging consumers to purchase high-efficiency air conditioners and refrigerators to help reduce carbon emissions. The campaign then leveraged the “Dashu (hottest)” day in the Chinese lunar calendar -- which occurred on July 22 this year-- by rolling out a video dialogue featuring  Mr. Tu Ruihe, Head of UNEP China Office, and Mr. Jia Feng, Director of MEE Publicity Center, on the importance of high efficiency cooling. The campaign continued to gather momentum with an expert dialogue released during one of China’s three annual shopping festivals in August and a “Back to School” special cartoon released in September, both of which continued to call attention and provide practical tips to reducing cooling energy consumption.. With retweets by the MEE, UNEP and prominent news media outlets, the Green Cooling campaign has garnered over 6.5 million views on Weibo since its launch.