CCTV in China has launched a Public Service TVC campaign highlighting the importance of environmental protection via the hopes of an unborn baby. The campaign asks over 1 billion people to think about China’s environment and the repercussions it has on future generations - a subject that is very sensitive in China.

The campaign begs the question - If you’re a baby born in China today, imagine the very first breath of air that fills your lungs. How clean will that air be?