How we helped to organise the biggest civil investigation of air quality ever.
A person inhales about 15.000 liters of air per day. That amount even increases when you’re moving intensively. Up to 60 liters per minute while jogging for example. Or 20 liters per minute for a child who’s playing outside. Luckily, the air that we breathe is free, but still incredibly precious. Because how clean is the air that we breathe?
That’s the question that De Standaard investigates with CurieuzeNeuzen Vlaanderen. Together with Universiteit Antwerpen and Vlaamse Milieumaatschappij they organised the biggest civil investigation of air quality ever. But they needed the help of 20.000 civilians who would measure the air quality in their street. So, we helped De Standaard in activating civilians to be part of the campaign by making them dwell on the quality of the air that they breathe.
The campaign focused on 3 themes: jogging, biking to work and playing outside. 3 activities almost everyone can relate to. In TV, cinema, print, radio, OOH and of course social media we asked people how clean the air is that they breathe. And we asked them to be part of the campaign and measure the air quality in their street.
In September 2019, the campaign was awarded a silver EFFIE. Every year, a jury consisting of marketing professionals grants Effies to the most effective marketing campaigns. This year, the jury stated: "If you have a nose for a strong strategy, and you implement it into the smallest detail, you deserve a silver Effie."