Clean Air Wins
Making the intangible tangible
This London-focused campaign was a collaboration between C40 Cities and the UK Healthy Air Coalition to activate public, partner, and grassroots support for clean air in different boroughs of London, whilst raising awareness for the Ultra Low Emission Zone.
The brief
To activate public, partner, and grassroots support for clean air in different boroughs of London whilst raising awareness for the Ultra Low Emission Zone.
The challenge
Making the intangible tangible and get people to stop in their busy steps to realise the impact of air pollution. Aware of the polarising discourse of the ULEZ expansion and the invisibility of the issue, the campaign assets had to be engaging, attention-grabbing and mobilising with the potential to be newsworthy and shareable.
The approach
By connecting air pollution to other tangible toxic imagery, such as contaminated water, we used out-of-home billboards, clean graffiti and voxpox videos to illuminate the health and environmental implications in a way that is agreeable while still being newsworthy, shareable and attention-grabbing. We followed up with a QR code to an educational webpage that linked to a pledge to demand cleaner city air.
The results
A highly-engaging multi-channel campaign using eye-catching out-of-home billboards, novelty clean graffiti that visualised the problem directly on the streets, and digital content that prompted further viral discourse and engagement online to mass audiences.
- 75,000 plays of digital screens,
- 100+ locations for billboards, 16 sheets, clean graffiti, pedal power OOH and bus stops
- Multiple boroughs targeted
- 50k video views online
- 100’s of pledges signed
- Diversity in audience goals reached
“Working with Enviral has been amazing – I can easily say this was one of the best shoots I have ever been on.”
Fatima Said, Manager, Digital Content Strategist, Clean Air Wins