This Campaign Sucks by Dentsu Brings Awareness to London's Air Quality
Laura McQuarrie — June 21, 2024 — Eco
References: dentsu & marketing-beat
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."
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."
Trend Themes
1. Eco-friendly Art - Murals using pollution-removing topcoats transform urban spaces into eco-conscious artworks.
2. Public Awareness Campaigns - Educational art installations draw attention to environmental issues while encouraging public participation in pollution reduction.
3. Green Building Materials - The use of eco-friendly coatings on buildings promotes sustainable construction practices and cleaner city environments.
Industry Implications
1. Urban Planning - Integrating pollution-reducing technologies within cityscapes offers new solutions for urban air quality improvement.
2. Advertising - Sustainability-focused ad campaigns leverage environmental innovations to resonate with eco-conscious consumers.
3. Construction - Adopting green building materials aids in creating structures that contribute positively to the environment.
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