Title	INVISIBLE AIR POLLUTION MADE VISIBLE ON MOBILE PHONES
Brand	LUNG FOUNDATION
Product/Service	NON PROFIT
Category	B02. Pro-Bono led Education & Awareness
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

Name	Company	Position
Havas Lemz	Havas Lemz	?

The Campaign

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. We combined scientific data and hourly 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. The mobile check is very easy to do: take a selfie and the air pollution you breathe becomes visible. On television, online and digital billboards the Lung Foundation asked everybody to check the air quality around them. And after one month, over 400,000 people already checked the air on their mobile.

Creative Execution

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. We combined scientific data and hourly 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 invite the colourcoded 'moustaches' of air pollution on your selfie. Always up to date, always location based. 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.

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 Haque 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.

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. In outdoor communication we use contextual video billboards. 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.