The Body Shop reveals smart posters that filter out London air pollution

The Body Shop has unveiled a series of clever OOH ads in London that remove pollutants from the atmosphere.
The cosmetics and skin care company has teamed up with environmental tech firm Airlabs to pilot the scheme at three high-profile and highly polluted locations in the capital.
Airlabs’ air cleaning system removes harmful pollutants from city air including nitrogen dioxide and particulate matter. The Body Shop has signed on to incorporate the innovative cleaning units into its OOH ads as part of its commitment to environmental activism.
The posters will be active at three JCDecaux bus stops sites in New Oxford Street, Tottenham Court Road and High Holborn as part of a pilot scheme.
Airlabs research shows that Central London has exceeded legal limits of N02 levels nearly every day so far this year. It claims the bus stop ads will deliver up to 95% cleaner air, helping protect passengers standing inside a bus stop who are at high risk from pollution exposure as they wait by the road for their bus. The clean air provided could fill more than 80 buses every day.
“While these air cleaning units have yet to be introduced on a wider scale, we’re making a start to help protect Londoners from air pollution exposure, as well as help raise awareness of this incredible technology available,” said Elen MacAskill, The Body Shop’s UK marketing and corporate responsibility director.
Via: The Drum 

Clean air ‘breath’ sheets to tackle London’s pollution crisis

A ground-breaking material hailed by medical experts for its ability to absorb harmful airborne molecules and disperse cleaner air will be launched today in Leicester Square.
“The Breath” was created by a team of leading Italian researchers and has been rolled out across several European cities, including Rome and Milan, over the last three years.
The material is now being brought to London as part of a corporate partnership between The Breath and media company Urban Vision.
Urban Vision is to attach sheets of the air-cleaning substance to all of its outdoor advertising sites in the capital in a bid to remove damaging pollutants from the air.
The launch of The Breath follows a series of alarming studies warning of the dangers posed by air pollution to Londoners.
Last week a study commissioned by London Mayor Sadiq Khan found that tens of thousands of children in the capital’s schools are exposed to illegal levels of air pollution that can permanently damage their health.
Another study conducted by Kings College London found that in 2010 dirty air contributed to up to 9,500 deaths in London.
The same study estimated the annual economic cost of these health impacts was equivalent to £3.7 billion.
Gianluca de Marchi, president of Urban Vision, said: “More needs to be done to tackle the scourge of air pollution.
“I believe the use of innovative technologies such as The Breath will help to contribute towards improving the health of Londoners.
“Urban Vision has a strong reputation for looking after cultural and historical beauty in some of the world’s most important cities. But today we can say that our work also contributes to improving the environment and protecting people’s health from the harmful effects of air pollution.”
The material uses a series of nano-molecules and the local atmosphere’s natural air flow to remove harmful pollutants such as nitrous oxides, sulphur oxides and particulates.
The material can be used for both indoor and outdoor purposes, including for office workstations, classrooms and public advertising spaces.
The Breath’s Italian inventors claim that once the material is installed it can absorb high concentrations of air pollution within a 25-metre area.
By installing 250 sq/m of the material over a one-year period, The Breath’s inventors say its impact on the environment is the equivalent of removing pollution from over 750,000 unleaded vehicles and 300,000 diesel cars.
The Breath, which has won a series of technological and innovation awards in Italy, was hailed last year by Professor Umberto Veronesi – the former scientific director at the European Institute for Oncology.
In March 2016, he said The Breath was a good example of the benefits from the alliance between technology and science, which he said was important in helping to “win the fight in the treatment and prevention of cancer”.
Initial tests from 1-4 Leicester Square carried out by Universita Politecnica delle Marche in Italy last autumn have proved to be positive.
Using these initial results, researchers at The Breath estimate that just two 10 m² sheets of The Breath correctly positioned in the square over a one-year period could cancel out nitrogen oxide emissions from 5,475 diesel vehicles and unleaded cars.
Via: London News Online

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