For Clean Air Day 2024, Dentsu UK and Ireland created This Campaign Sucks, and a pollution-catching mural on one of the most heavily trafficked streets in London. The art installation at 222 Euston Road uses an eco-friendly clear topcoat capable of reducing pollution in the air by up to 73% when applied to concrete and brick and up to 36% on vinyl. Beyond purifying London's air, the mural makes the public aware of the ways they can support change, and a cleaner city.
According to Dentsu EMEA head of sustainability, Pamela Stathaki, "Our 2024 Consumer Vision report found that 79% of UK consumers prefer to shop for brands that offer solutions that not only minimize the negative impact on the world, but rather restore and create a positive impact for the environment."