After 2 weeks of walking past and admiring a new WWF campaign, I finally remembered to bring my camera.

What I like about it is that it takes three of the biggest energy wasting habits and has developed a simple campaign around this issues (air conditioning, lighting, and water).

The issue of water quality in China is not a new one, and with the well publicized algae blooms in China highlighting the problems on a more frequent basis, many in China are beginning to understand the link between development and water.

As a quick refresher, in taihu last year there was a large algae bloom that chocked off the oxygen from the water.  It killed fish, it was undrinkable, and it was largely a result of industrial chemicals mixing with agricultural runoff in highly concentrated levels.  It was a condition that we saw again in Qingdao 2 weeks ago.

For many, the level of awareness has yet to fully transition.  Sure, farmers can trace their dying crops to highly plluted rivers, and fisherman can tangibly feel reduced fish stocks, but the question remains what connections the average consumer is making to these conditions and their health.

The recent Ecologist article Nitrates and Cancer provides another example of why we should be paying attention:

Chinese scientists are reaching a very different view: that nitrite in drinking water is closely linked with cancer incidence and mortality. Indeed, nitrite pollution may be responsible for up to half of all cancer deaths in developed countries – even when nitrite and nitrate levels are within legal limits.