Addresspollution.org

Air quality reports are now freely available for every UK address thanks to the new campaign and platform addresspollution.org, a rating system that shows the stark reality of pollution and the impact on people’s health and property value.

The initiative, by AMV BBDO and creative industry alliance Central Office of Public Interest (COPI), combines data provided by the university Imperial College London, creativity, and design to raise awareness about the UK’s most significant environmental health problem. It also attempts to drive legal action to force the disclosure of air pollution ratings within the property industry.

Initially released in May 2019 as a London pilot, it received nearly one million visits at launch, securing funding to commission 1.5 billion new data points so it could be rolled out nationally in 2021.

Launched with an OOH take-over, the campaign was then amplified through a collaboration with political grime artist Drillminister and a blitz on social media with a number of posts exposing the high levels of pollution in different sites in the UK. The strong, eye-catching social media assets also feature different organs, such as breathing lungs covered with spikes.