Air Pollution is an invisible Killer. India has 14 out of 20 world’s most polluted cities. India also accounts for a quarter of the world’s deaths due to air pollution. On World Environment Day, Aditya Birla Group wanted to raise an alarm about the rising levels of air pollution in the country & let the people re-look at the issue through a different lens.
We fought air pollution with air pollution.
Air ink an ink made from exhaust pollution was used to paint the worst fears on the canvas. Each piece of Art focused on the adverse effects of air pollution and how it affects everything around us - from heritage monuments and wildlife to human health and flora & fauna.
With its support of Air-Ink, we brought together art, design, innovation and an ecological mindset, creating awareness for a global problem by approaching it artistically. Working with a carefully curated selection of renowned Illustration artists , we managed to create a Global buzz featuring the art made out of Air pollution. The campaign was first rolled out on Aditya Birla Group’s Social media profile. After its popularity online, Life size huge art pieces was then exhibited for a month in Aditya Birla Group offices. Visitors to locations were invited to create their #BeatAirPollution own poster with Air-Ink.
What started as Pieces of art turned into a global conversations.
The campaign generated earned media worth 3.5 Million.
Stamp of Honor:
There is no better feeling than an applause from the best. So strong was the
buzz for Art out of Air Pollution, it caught the eye of the United Nations Environment, the most recognized and global environmental authority that sets the global environmental agenda. United Nations Environment advocated, endorsed and amplified the
campaign across their social media handles & Website tapping onto their 2.23 Million
Followers on Social Media
On Facebook, engagement-rate went up by a record 62%.
On Twitter #FilterTheFuture trends nationally with over 11 million
The campaign garnered a total reach of over 10 Million on social media.