Hitachi, Tudou takes action against global warming with WWF donations

Last year Hitachi launched a branding campaign introducing animated character Mengmo created by Japanese artist Aya Kato. The pink and green Mengmo resembles an elephant representing a balance of natural elements in the world.

This year Hitachi is partnering with online video site Tudou for a ‘Take an action, save energy’ campaign, bringing back Mengmo as a virtual icon to certify registered campaign supporters. Hitachi and Tudou have pledged to donate one cent to WWF for every registration, aiming for one million.

The campaign features beautiful illustrations of Mengmo and runs as a background ad on Tudou. The artwork is also available to fans as video and wallpaper downloads.

The ad clicks throught to Hitachi’s minisite carrying more information about Mengmo and the environmental initiative. To date, the campaign has recruited more than 160,000 supporters.

Hitachi, celebrating it 100th anniversary this year, is determined to reduce annual carbon dioxide emissions by 100 million tons by 2025.