An environmental campaign running in London this week is highlighting poor air quality in the U.K. capital by deliberately targeting the rich in their own backyard.
Created by non-profit creative industry alliance Central Office of Public Interest (COPI) and AMV BBDO, it uses air pollution data to show how it could affect real estate prices—in particular, at some of the city's most exclusive addresses and neighborhoods. The campaign highlights a website, AddressPollution.org, which will generate a free report giving the annual average levels of air pollution at a every London address, along with health costs, and encourage people to sign a petition on air quality. Data is supplied by King's College London.
Outdoor ads include projections onto homes in expensive areas of London such as Chelsea and Westminster, which, because they are central, tend to have higher levels of Nitrogen Dioxide. Billboards carry messages like "Location, Location, Lung Disease" and "These houses cost an arm, leg and lung." There are also digital animations of a brain, heart and lungs being affected by air pollution, which been developed by The Mill. These will run in DOOH sites with high footfall and on social.
Humphrey Milles, founder of COPI, says in a statement: “Air pollution is killing people across the country, and London is worst hit—but people don’t believe it will affect them personally. The Air Quality Rating is a tool to change these perceptions and show just how real, and dangerous, air pollution is across the capital, including in some of the wealthiest neighbourhoods."
The campaign comes in the week running up to the U.N. Climate Action summit, as well as a planned day of climate change strikes in the U.K. on Friday Sept. 20.