ABOUT

Background

Last year, almost 7 million people died from air pollution. 10,000 of those deaths were in London – a city that exceeded its EU air-pollution limit for 2016 by January 8th 2016.

Because air pollution is almost invisible, people can’t easily see when they’re putting themselves in harm’s way. And because the science explaining how it harms people is complicated, it can be hard for us to grasp just how big a problem air pollution is.

Brief

Environmental technology specialist Plume Labs is developing technology that helps people control personal exposure to air pollution and improve their health. The challenge was getting Londoners to engage with it in a way that made air pollution impossible to ignore.

The engaging and inspiring content and experience ensure the core audiences gain a real insight into AstraZeneca and arm them with enough information to make an informed decision about partnering and recruitment opportunities, before being efficiently handed off to the other relevant touchpoints within the AstraZeneca digital eco-system.

Objectives

Raise awareness of poor air-quality in London; make people care more about local air quality; crowdfund research to develop Plume’s technology.

Idea

The Pigeon Air Patrol…

The world’s first flock of avian environmental crusaders, The Pigeon Air Patrol flew around London equipped with Plume’s air-pollution sensors. The Patrol monitored air-quality in real time – sharing results live on Twitter as they flew. Anyone tweeting @PigeonAir received an instant update on pollution in their local area, from the nearest Patrol pigeon.

Results

6000+ new pollution data points uncovered across London
40,000 conversations online
2,000+ news stories globally
667 million+ impressions
93% of those who engaged said they cared more about air pollution as a result, which is a key predictor of behaviour change
Facebook Trending Topic
Crowdfunding goal exceeded inside 3 days