Finding sustainable sources of energy has undoubtedly become one of the greatest problems facing the world today and now affects the status of economic development and environmental protection worldwide. As the world's largest developing country with one of the fastest growing economies, China's energy demands are soaring while pressure placed on the natural environment continues to grow. If continued, these conditions will not only affect China's road to development, but also international sources of energy and environmental security. Encouraging energy efficient policies while developing and implementing re-usable sources of energy will help China achieve sustainable growth. One particular means by which to influence government policy from the grassroots level remains mass media campaigns designed to penetrate the public consciousness. These campaigns act as a speakerbox to influence public attitudes which have an increasingly positive effect on government policy. A final purpose to these campaigns is their ability to cast attention on policymakers and increase accountability. Last year, Sheri Liao convened the first Energy Journalist Forum with help from the WWF and the Energy Foundation. Approximately twenty newspapers and television reporters were represented in the conference where a common goal and exchange of ideas produced greater understanding among individuals. Previous Journalist Forums have brought speakers from the UNEP China Office, the State Environmental Protection Agency (SEPA), the Deputy Commissioner of SINOPEC Research and Development and researchers from the National Climate Center. These individuals have spoken on a variety of issues relating to energy policy, renewable energy sources, climate change, public participation and the role of government. In addition to speakers, journalists have participated in many different campaigns to increase public awareness of energy problems and to voice public concerns to the government. The “2020 China Energy Development Challenge” and “Efficient Architecture” campaigns stress energy conservation and sustainable development policy research.