Marketing Featured South Asia

This campaign for clean air turns pollution by-products into pencils

Bengaluru, India To help improve the air quality for India’s underprivileged school children, nasal health brand Otrivin has launched an initiative called ‘Otrivin Pollution Capture Pencils’ where the brand distributes the ever-essential pencils to young students in Bengaluru. A pretty normal sighting – but with an incredible tech behind it: they are created from pollution by-products. 

The project is in collaboration with Wunderman Thompson Singapore, and in the initial phase of it, Indian innovation company Panjurli Labs was engaged to develop twenty-two specially designed purifiers. These were installed inside and outside school buildings, and for two months, were able to wipe out up to 74% of airborne pollutants and clean over 2 billion cubic feet of toxic air, said the agency.

The process of creating the pencils involved residues being gathered and then mixed with graphite. In the end, the project was able to create 10,000 custom-designed and non-toxic pencils. These were distributed to students and will similarly serve as a fundraising tool to add more air purifiers in local schools.

Farhad Nadeem, global marketing & digital director of Otrivin, shared that the Otrivin ‘Pollution Capture Pencils’ pilot in India is one such action that attempts to convert air pollution into positivity. 

“We hope that this initiative, while not solving India’s pollution challenge, inspires people to take simple actions to make the world a better place to live in and breathe,” Nadeem added.

Meanwhile, Mateusz Mroszczak, chief creative officer of Wunderman Thompson Singapore, commented, “We’re really proud to have partnered with Otrivin to take a small, but meaningful step to help bring cleaner air to India’s children.”

Wunderman Thompson revealed that Bengaluru was chosen as the city to focus on due to its air quality which is considered to go over WHO’s threshold of healthy air. Based on WHO’s data, 98% of Indian children breathe toxic air not just outdoors, but also in their classrooms where they spend almost 8 hours a day in their classes. Furthermore into the project, three low-income schools within the city’s industrial areas of Peenya, Hegganahalli, and Mallasandra were selected. 

In addition, the packaging of the pencils was designed by Indian multidisciplinary artist Gautam Dutta. Dutta said that in conceptualising, he had to visit the schools to find inspiration. Seeing how the children managed to smile despite their situation birthed into the joyful designs by Dutta that aim to represent the children and capture their imagination.

Marketing Featured Southeast Asia

Defective face masks formed into a giant lung in this latest campaign by a Thai air purifier

Bangkok, Thailand – Thailand-based SCG Bi-ion, a tech solution for cleaning air indoors, has partnered with Wunderman Thompson to launch an innovative campaign that aims to encourage Thais, especially those living in the metro in Bangkok, to take the ‘extra’ step in breathing clean air. 

‘Bangkokians’ have been used to engulfing unhealthy air for a long time and may see intentional steps such as installing SCG Bi-ion’s tech as ‘vain’ rather than necessary. In order to prove its point that it’s just the opposite, the campaign, conceptualised by Wunderman, has developed a giant lung installation–made of defective face masks. 

The life-size art sculpture under the #CleanairMatters movement is formed through more than 60,000 defective face masks which aim to symbolise the number of Thais that have died from airborne diseases during the years 2019-2022. The huge installation bears a potent message at its base that says, ‘‘When was the last time you really breathed clean air?’’

Inside the monument gives an immersive sound experience of clean air areas such as a deep forest, beach, and waterfall. People can scan a QR code to learn more about the dangers of poor air quality, airborne inflicted illnesses, and ultimately, how to improve air quality with the SCG Bi-ion.

In addition to the giant lung installation, the brand’s campaign also launched another innovative on-ground initiative called the ‘Airbulance’, which is a mobile experiential space fitted with SCG Bi-ion. The mobile unit aims to let people experience breathing clean air effected by the brand’s tech. It reports a live monitoring of air quality index and passersby were invited to go inside it. 

The ‘Airbulance’

Wachirachai Koonamwattana, head of service solution business at SCG, said, “Under our axiom of ‘PASSION FOR BETTER LIVING’, SCG has always worked at our fullest capacity to integrate innovative solutions for living improvement. Especially, inside the buildings where we spent most of our time. Therefore, we have to ensure that indoor air quality must be clean and safe for everyone, so that our future generations can have the finest quality of life.”

Uraiwan Pongthavornsawat, associate creative director of Wunderman Thompson Thailand, commented, “Bad air is a life and death issue, with too many deaths caused by this. Thai people have silently put up with this problem long enough and I think it’s time we need to start a conversation and do something about it before it’s too late”

According to the agency, the campaign reached more than a million Bangkokians and dramatically garnered 1,300,000 THB in PR value. Social media also recorded above 30,000 social engagements, which triggered a lot of heated conversations on clean air.

The two initiatives have been followed by an original documentary film, ‘LIFE AND BREATH’, which tells the story of people working the most dangerous jobs and how they risk their lives from just breathing bad air.