A demonstration could have been just that, a demonstration. But, by inviting passers-by to participate by peddling a bicycle that powered energy-saving bulbs and comparing that to a bike that powered traditional bulbs, the event became more fun, more meaningful, and got a lot more interest, right then and there as well as on the nightly news and the daily newspapers.

As the event was so public, over 100 volunteers were signed up - something WWF is constantly striving to accomplish. But the real results were the extensive news coverage on CCTV, the nation’s most viewed channel, stories within Beijing’s most influential newspapers and additional exposure through a variety of top websites and blogs.