INVISIBLE AIR POLLUTION MADE VISIBLE ON MOBILE PHONES

TitleINVISIBLE AIR POLLUTION MADE VISIBLE ON MOBILE PHONES
BrandLUNG FOUNDATION
Category A07. Use of Real-time Data
Product/ServiceNON PROFIT
Entrant HAVAS LEMZ Amsterdam, THE NETHERLANDS
Idea Creation HAVAS LEMZ Amsterdam, THE NETHERLANDS
PR HAVAS LEMZ Amsterdam, THE NETHERLANDS
Production HAVAS LEMZ Amsterdam, THE NETHERLANDS
Production 2 NEWAMS FILM COMPANY Amsterdam, THE NETHERLANDS
Production 3 MANUEL FERRARI Amsterdam, THE NETHERLANDS
Production 4 MYSTIC BREW MUSIC & SOUND DESIGN Amsterdam, THE NETHERLANDS
Production 5 PARTOUT | DIGITAL NATIVE AGENCY Eindhoven, THE NETHERLANDS
Credits
Name Company Position
Havas Lemz Havas Lemz ?

The Campaign

The Lung Foundation makes invisible air pollution visible: with a selfie. The selfie is a mobile air check, that anyone with a mobile phone can do anywhere. It reveals the air quality around you, by adding a colourcoded cloud of air pollution on your selfie. We aggregate the national and realtime data on air pollution, as measured by government institute RIVM and make this accessible to the general public, throughout the country. We reach people directly on their mobile phone, urging them to check the air they're breathing in now on the Lung Foundation mobile site.

The campaign hit a homerun, with already 200.000 checks in the first week and over 400.000 in the first month. And we’re still counting. The campaign received press-coverage (worth over 1,8 mio EUR) on national, regional and local levels. Armed with almost 500.000 personalized calls for better air quality, we visited the national parliament in The Hague to demand a National Air Plan. A National Air Plan to improve the air quality in The Netherlands. Because no one should get sick from the air he or she breathes.

Air pollution is a dangerous but invisible problem. We made it visible for everybody, everywhere, on their mobile phones. With a mobile air check. A simple selfie reveals the amount of air pollution around you. For this we combined scientific data and hourly air pollution measurements and made this information accessible to the general public. With colourcoded 'moustaches' of air pollution on your selfie. Always up to date, always location based. We aggregate national and realtime data on air pollution, as measured by government institute RIVM and make this accessible to the general public, throughout the country.

First we launch the campaign through a national PR effort, reaching out to over 600 local media outlets and city councils. This bottom-up approach creates the right local relevance that pushes through to national media. A campaign in tv, online media and interactive billboards introduces the mobile air check in The Netherlands. We invite the public to join the fight for healthy air and healthy lungs, explaining how to check the air they are breathing right now. And in outdoor communication we livestream the exact air quality of that moment, to be relevant every second. Geo-targeted social and display advertising also builds on this innovation, offering people the direct opportunity to check the quality, right there and that moment.