Campaign details

Brand: Reckitt Benckiser
Agency: Ipsos
Country: India

Synopsis

Tackling a climate emergency

The impact of pollution on the environment should not be downplayed. We're all familiar with the factors involved: oil spills at sea; domestic sewage; industrial discharges and exhaust emissions to name but a few. Land-based sources account for around 44% of all the pollutants in the oceans, while atmospheric toxins add an additional 33%.

Back on land, in London we're highly conscious of pollution levels and when the AQI (Air Quality Index) reaches 70, we know that they're unacceptably high, presenting a health hazard. In 2017, however, air pollution levels in Delhi hit an unprecedented AQI of 800 which was – quite literally – off the scale.

Air pollution is an invisible killer and has been described as causing a 'silent genocide' around the world. Some 22 of the world's top 50 polluted cities are in India. It is estimated that a staggering 40% of children in Delhi are living with reduced lung capacity due to air pollutants. Last year alone, air pollution killed over 7 million people globally, and this is set to rise if we don't act now.