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Photos courtesy of Sadat/Xinhua (top); He Junchang/Xinhua

Sometimes actions have consequences you don’t see coming—consequences that have long lasting effects. Before the Olympic games in Beijing, the Chinese government, determined to have a picture perfect two weeks, instituted a series of actions to ensure the cleanest air possible in Beijing. Some factories stopped production for a few weeks. Beijing drivers learned to drive their cars only every other day.

Although not apparent in the first few days of the Olympics, as each day wore on, the air conditions seemed to get better and better. Marathoners didn’t pass out. The world watching on TV got to see blue skies. Commentators marveled that the worst had not come to pass. Even Beijing residents noticed the difference.

But here’s the rub.

Turns out recent reports from China indicate that Beijing residents are very happy with their new air quality and want it to continue now that the Games are over. Unlike in many countries (the U.S. and others), in China there was a two-week object lesson in the implications of manufacturing and driving and growth on the environment—measured simply by how blue the sky was.

There was talk before the Games of these being the “Green Olympics.” Rather than through some enormous marketing effort, it seems China’s desire to make a good impression on the world through their actions has also made a good impression on the locals.

As China works to balance continued growth with a desire for more blue skies, what started as a marketing effort may have a much further reaching impact.