Global Action Plan Breathable Billboard

To promote cleaner air in London and help prevent the return of pre-lockdown air pollution levels, we launched the “BreathableBillboard”.

In partnership with Global Action Plan, the charity behind Clean Air Day, we tapped into the Daily Air Quality Index API to get real time, localised pollution data and used flowering lungs to visualise local air quality.

When pollution levels were low the sites were bright and clear, and the lungs blooming. But when air pollution is high or approaching illegal levels, they changed colour, withered and the messaging changed. The billboard launched at high-profile London digital sites in Canary Wharf, Finchley Road and Westfield Square. The campaign drove the public to the online hub cleanairhub.org.uk informing them on steps to take to help tackle air pollution.

Text (The air quality is currently good) weaved into an image depicting lungs made up of fresh healthy flowers.
Text (The air quality is currently moderate) weaved into an image depicting lungs made up of decaying flowers.
Text (The air quality is currently bad) weaved into an image depicting lungs made up of dead flowers.