Finger-pointing toward greener pastures
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Philip McMaster shows his design of "Peace + One" on his T-shirt. Du Lianyi |
The court jester-like hat on Philip McMaster's head, the weathered inline skates strapped to his feet and the three-fingered salute he totes like a gang member all belie a noble purpose.
The Canadian MBA professor has come to China to spread the gospel of sustainable development using a three-tiered marketing campaign based on society, environment and economy. The purpose of the campaign is to bring street credibility to science's most important challenge.
McMaster is a marketer-cum-business and environmental consultant committed to making money responsibly in the 21st century. But, he says he is far from the "granola munching, tree-hugging" conservationist he fears people may perceive him to be.
His aim rather is to help businesses develop eco-friendly brands, as well as rub shoulders with environmental big wigs at conferences, and reach out to students with his three-fingered environmental message. Dubbed "Peace + One", McMaster says he designed the three-point hand signal to unite people amid environmental adversity in the reprise of generations of anti-war activists who immortalized the two-fingered peace symbol.
He's also optimistic about Peace + One's potential to become a global symbol, especially if China's vast populous adopts it.
A marketer and former MBA teacher of Entrepreneurship and Social Enterprise in Canada and China, his hand gesture has been attracting supporters ever since he introduced it at the Hong Kong Environmental Protection Association awards dinner in February last year.
Two months later, he explained the meaning behind the symbol to renowned scientists and policy makers at the United Nations Climate Change Conference in Bali, Indonesia. Wang Rusong from the Chinese Academy of Sciences was so impressed with the idea he invited McMaster to join an expert panel at the Shenzhen Eco City International Forum this coming March.
On weekends, the Canadian is a regular fixture at the National Stadium. He's hard to miss in his red maple-leaf hat as he skates around the site pouncing on every opportunity to get his three-fingered symbol into tourists' photos.
"Friends keep telling me it's just about the money, but some are now realizing they benefit from investing in society and the environment too - doing good things with your money, like (Warren) Buffet and (Bill) Gates only enhances your status."
McMaster says he introduced his symbol to community trainers for China Children's and Teenager's Fund (CCTF) last month, who have agreed to help spread the message.
"It's a good idea," deputy director of CCTF's international department Ben Xu says. "It's a good symbol to disseminate this kind of awareness, but it has to be combined with a focus on local Chinese traditions. And, we will give it Chinese cultural characteristics."
(China Daily 06/30/2008 page10)
