China takes "urgent" energy challenge to masses

China’s leaders have called on ordinary people to help tackle the “urgent” problem of booming energy demand and massive pollution, which they warn threatens growth, launching a huge propaganda campaign. “For the long-term development of our Chinese nation, saving energy and reducing pollution are so important, so urgent,” Ma Kai, head of the powerful ministry that controls energy policy, said at the televised launch of the country’s first large-scale appeal to consumers to change their lifestyle. (September 1, 2007)