Biography
May Mei is a trailblazer in international non-profit management, media production, and environmental advocacy with over a decade of experience. Her illustrious career began in Chinese media, where she directed and produced over 500 episodes for major television programs. This rich media background laid the foundation for her influential work in environmental protection, leveraging her skills to create impactful narratives.
She holds a Master’s in Executive MBA from Chang Kang Graduate School of Business, a Certificate in Production for Film and Television from UCLA Extension, a Post-graduate program in Television Journalism from Beijing Broadcast Academy, a Bachelor of Arts in Journalism from Hunan Normal University, and a Theatre Degree from Hunan Arts College. This diverse educational background supports her multifaceted career in nonprofit management, media production, and environmental advocacy.
“Being in the entertainment business for ten years was something I enjoyed and was used to, as my family’s business is film and TV. My media knowledge and background give me tools that I use today to really engage people and share important information with them about the Earth’s wellbeing. In my experience, people can make better choices when they truly understand things. Ignorance can be tackled by sharing information. And we don’t want our children or nature to pay for our ignorance.”
May’s significant contributions to Chinese television as a producer and director for renowned networks such as CCTV and Hunan Satellite TV reflect her family’s deep-rooted connection to film and television. This unique perspective underscores her belief in the power of media to shape minds and create lasting change.
“The year I moved with my son back to Beijing, the pollution was so bad. I couldn’t believe it. I asked myself, ‘What are we leaving behind for our children and the next generations?’”
This pivotal moment propelled May into environmental advocacy, leading her to join WildAid China. Over 12 years, she ascended to become the organization’s chief representative, playing a crucial role in the groundbreaking campaign against shark fin soup consumption—a campaign that profoundly changed China’s eating habits.
May founded GoalBlue in 2016, a Chinese startup NGO dedicated to promoting low-carbon dietary and lifestyle trends among China’s urban and millennial populations.
Breakthrough Program
May was selected for the Climate Breakthrough Award program in 2016.
In China, high red meat consumption threatens public health and creates environmental strain. Food waste adds to the problem. Being at the forefront of a food revolution in the country, May wants to scale the budding work of GoalBlue in cultivating low-carbon dietary behavior, promoting healthier and more sustainable food choices, and reducing plastic packaging and food waste among specific populations in China: the urbanites and millennials. Long-term, this has the potential of creating a healthier China with a reduced carbon footprint and a more sustainable food system.
GoalBlue also seeks to work with influential business leaders to create more environmentally friendly products and services.
POST Breakthrough Program
“In 2016, when I set up GoalBlue, China’s whole media landscape had changed. Social media was booming, so television stations could no longer be the sole influencers for millions of people. We needed to find a different way to encourage the younger generation to pursue a sustainable lifestyle. The usual engagement strategies no longer worked. The biggest challenge for us was to stay very alert because social media trends change fast and we didn’t want to lose connection to our audience.”
GoalBlue has organized and joined more than 70 campaigns, reaching a total of 1.2 billion people. In 2020, GoalBlue launched “Good for Earth, Good for Me,” a program featuring celebrities with strong influence over the younger generations, calling on the public to ” be responsible consumers.” Through a diversity of activities around music, sport, art and craft beer, “Good for Earth, Good for Me” has reached a viewership of 790 million. GoalBlue also works with influential business leaders to create more environmentally friendly products and services.
As May reflects on her journey, her words serve as a testament to her dedication to environmental advocacy and the power of media in driving change. Through GoalBlue, she continues to inspire and educate millions, fostering a world where sustainability is not just an option but a way of life and where the younger generation takes control of a brighter future.
“So far, we’ve seen that younger people understand sustainability problems. What’s still lacking is getting them to take climate action. We try to bridge that gap by letting the younger generation act in a way that feels natural. We use social media as a platform to engage them online as well as to organize events offline.”