World Athletics 'Every Breath Counts' campaign
Air pollution is a hidden threat, claiming more than seven million lives a year. In reaction to this, World Athletics have a vision, a world where people can run, move and play freely – without the risk of severe health impacts from air pollution. The Every Breath campaign invites citizens across the world to sign the Declaration for Clean Air helping to ensure the future of sport by securing access to clean air for everyone.
We partnered on
Campaign brand
Visual design
Animation
A call for local and national governments
The Every Breath campaign invites citizens across the world to sign the Declaration for Clean Air. This calls for local and national governments, as well as business, to urgently agree to set more stringent targets and increased monitoring for air pollution – in line with the World Health Organisation (WHO) standards. Our creative team worked in unison with our good friends over at Greenhouse Communication, resulting in an inspiring visual identity that was a force for good – for both people and planet. The campaign collateral included OOH, social, stadium animation and motion for film. Please click to play the trailer film below.
Keep it social
The aim of the social media campaign graphics was to engage audiences – driving awareness of the campaign and declaration for clean air. This demanded a striking and resolute identity that was activist in look and feel, as well as consistent in its application across all ensuing touch points.
Colour Play
Colour gradation plays a huge role in characterising the main themes and concerns of the campaign. It represents a successfully transition from polluted to clean air, while at the same time successfully grabbing a viewer attention – with the intent to prompt action and realise this shared goal.
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