BEIJING, Dec. 18 (Xinhua) -- "Fuwa", the 2008 Beijing Olympic mascots, will deliver clean, green messages in a nationwide campaign launched on Dec. 18 to promote public environmental awareness.

Representing the five elements of nature and four animals from diverse regions in China, the Fuwa will promote environmental messages in a series of animated public service announcements to air on Chinese television and on screens within the Olympic facilities and stadiums.

Entitled "China Environmental Awareness Program (CEAP)," the 3-year project by the United Nations Development Program (UNDP) and the Chinese government, set up with initial funding of 3.5 million U.S. dollars, aims to raise environmental awareness among decision makers and the general public through media campaigns built around high-profile national events such as the 2008 Beijing Olympics.

"The Olympics provide a unique opportunity to highlight environmental issues at a national and global level and get people involved in environmental work," said Yang Lan, who was one of the ambassadors for the Beijing 2008 Olympic bid and is also one of China's top television journalists.

"The challenge will be to convert environmental knowledge into a change in behavior, attitude and practice, "said Khalid Malik, UN Resident Coordinator and UNDP Resident Representative in China, addressing the launch.

According to Malik, the national campaign will focus on issues of air pollution, climate change, access to clean water and sustainable consumption through a variety of media vehicles such as public-service announcements, documentaries and TV shows.

The Olympic mascots are just a start. The project will "transport athletes through the Olympic compound on fuel-cell buses to promote clean public transport, showcase environmentally friendly materials and solutions used to build the Olympic facilities and establish an education center inside the Olympic venue to raise public awareness about innovative approaches to water conservation," said Yu Xiaoxuan, Director of the Environment Department of the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG).