Air pollution has increased drastically over the years, especially in India, with 21 of the top 30 cities in the world with the worst air pollution in our country. It is clear that we need to take urgent steps to fix the situation. But what can an ordinary person do against a threat so large?
This was the central question we asked ourselves at Star while designing the #CleanAirEveryday campaign. Air pollution is caused by many sources from industrial emissions to construction, but in Indian cities there’s one significant contributor that we, as individuals, can control to actually make a difference: transportation. In Mumbai, for example, transportation accounts for 26% of the PM 2.5 pollution. In Delhi, that figure is more than 30%.
Through a combination of high-impact visuals and emotionally resonant short films, this ongoing campaign urges viewers to take a pledge to drive their car one day less a week. We decided to focus equally on sharing precise and hard-hitting information about air pollution (such as the fact that every trip in a car is 14 times more polluting than a bus) and striking an emotional chord with our large audience.