# Pollution-Removing Murals This Campaign Sucks by Dentsu Brings Awareness to London's Air Quality By Laura McQuarrie | Published 2024-06-21 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/this-campaign-sucks References: [marketing-beat](https://www.marketing-beat.co.uk/2024/06/20/dentsu-global-action-mural/) & [dentsu](https://www.dentsu.com/uk/en/thiscampaignsucks)  For Clean Air Day 2024, Dentsu UK and Ireland created This Campaign Sucks, and a [pollution-catching mural](https://www.trendhunter.com/trends/anti-pollution-serum) on one of the most heavily trafficked streets in London. The [art installation](https://www.trendhunter.com/trends/clean-something-for-nothing) 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](https://www.trendhunter.com/trends/foodcontact-big-bags) 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 Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 75% | Activity: 82% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### 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. ## Related on Trend Hunter - [Sleek Pollution-Reducing Paints](https://www.trendhunter.com/trends/ecos-1.md) - [Colorful Aerial Installations](https://www.trendhunter.com/trends/clean-power-campaign.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Air-Purifying Tree Sculptures](https://www.trendhunter.com/trends/treeone.md) - [Branded Cooling Murals](https://www.trendhunter.com/trends/white-claw-mural.md) - [Skin-Caring Pollution Tools](https://www.trendhunter.com/trends/ai-drop-finder.md) - [Air Purifying Architectural Towers](https://www.trendhunter.com/trends/verto-air-purification.md) - [Environmental EV Air Purifiers](https://www.trendhunter.com/trends/audi-urban-purifier.md) - [Air-Purifying Stroller Canopies](https://www.trendhunter.com/trends/airpurifying-stroller.md)