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."
Key Themes Behind This Trend
- Eco-friendly Art
- Murals using pollution-removing topcoats transform urban spaces into eco-conscious artworks.
- Public Awareness Campaigns
- Educational art installations draw attention to environmental issues while encouraging public participation in pollution reduction.
- Green Building Materials
- The use of eco-friendly coatings on buildings promotes sustainable construction practices and cleaner city environments.
Where This Applies
- Urban Planning
- Integrating pollution-reducing technologies within cityscapes offers new solutions for urban air quality improvement.
- Advertising
- Sustainability-focused ad campaigns leverage environmental innovations to resonate with eco-conscious consumers.
- Construction
- Adopting green building materials aids in creating structures that contribute positively to the environment.
