Nine of 10 people in the world breathe polluted air. Yet, research showed that in Nordic countries few people knew that air pollution is ranked as the single biggest environmental threat to human health according to the World Health Organization.
Blueair, a leading manufacturer of air purifiers, wanted to create awareness in the Nordics of the prevalence and dangers of air pollution and bring its purpose ‘Clean Air for Everyone’ to life. The target group was the public in Nordic countries and our approach was based on insights from independent opinion polls, in-depth interviews, media analysis and desk research. Findings showed that the campaign should be positive in tone and at the same time informative and factual.
The primary challenge was that in Nordic countries, contrary to many other countries, air pollution is an invisible problem – the objective was, therefore, to develop a creative idea to raise awareness for air pollution, make it visible and stimulate sales for Blueair.
The Nordic region has one of the highest percentages of Internet use in the world. Therefore, we developed Air View, a digital service showing users what they are breathing by visualising air pollution particles in real-time at their exact location. The service combines air quality data from measuring stations and Google Street View. The free digital platform doesn’t require registration or downloads, making it easy to use and efficient.
To drive traffic to Air View, we worked with influencers and tier one environmental media. To support sales, we pitched Air View to Elkjop/Elgiganten, the leading Nordic retail chain, and as a result the retailer did its own promotional campaign with no financial investment from our side. To amplify awareness, we secured partnerships with key health authorities and opinion leaders such as the Global Allergy and Asthma Patient Platform. Further, an educational film and creative social media adverts were developed to support the launch.