Norway signed a US$1 million partnership deal with the United Nations Development Program (UNDP) on Friday, and pledged to help raise public awareness of the need to protect the environment.

The million-dollar framework, signed in Beijing by representatives from the Royal Norwegian Embassy and UNDP, is designed not only to raise environmental awareness, but also to improve policy makers' knowledge of the environmental challenges facing the nation.

It will reinforce two of the UNDP's ongoing programs with the State Environmental Protection Administration (SEPA), namely the China Environmental Awareness Program (CEAP) and the EU-China Biodiversity Program (ECBP).

"Effective implementation of environmental management and conservation programs depends on education, raising awareness and training in the relevant areas," said Alessandra Tisot, UNDP senior deputy resident representative in China.

"Without an understanding of how to conserve their natural resources, or indeed, why they must do so, few people and communities will be motivated to take the action needed to curb environmental degradation," she added. "That's why Norway's contribution is so crucial and timely."

Initiated in June with total funds of US$3.5 million, the CEAP is designed to raise public awareness of the environmental challenges facing China and initiate a change in people's behavior, attitude and practices towards environmental protection.

Under the initiative, high-profile national and local awareness campaigns will be launched, targeting young people, and rural and urban residents and communities.

According to Tisot, the campaigns will consist of public service announcements, films, TV shows, documentaries, and events and performances. Goodwill ambassadors will also help spread the message through TV, print, radio, Internet and mobile phone promotions.

(China Daily September 30, 2006)