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

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

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

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

"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 behaviour, attitude and practices towards environmental protection.

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

According to Tisot, the campaigns will consist of public service announcements, films, TV shows, documentaries, events and performances, goodwill ambassadors will also help disseminate information through TV, print, radio, Internet and mobile phones.

The signing marks the continuation of the strong partnership between the Royal Norwegian Embassy and the UNDP in the areas of energy and the environment. They have previously worked together on climate change and clean development mechanism initiatives.

Source: China Daily