Results and Effectiveness

So far, a 20% reduction in air pollution has already been credited to the finished murals. 3 murals have already been exhibited. When the project is finished in 2013, 8,000 square-meters of walls would’ve been painted with KNOxOUT, equivalent to planting 8000 trees. Today, EDSA is a highway of beautiful artworks, and the site of the world’s biggest air purifier.

Creative Execution

Boysen, the country’s leading paint, would turn air-cleaning into an art form with Project EDSA—the Philippines’ first curated public art initiative. Boysen teamed up with artists from all over the globe to paint giant murals along 24 kilometers of EDSA’s walls. The artworks would be painted with BoysenKNOxOUT—a revolutionary smog-eating paint. To be effective, each of the 8 artists would use 1,000 square meters of wall as their canvas.

Insights, Strategy and the Idea

Air pollution is killing The Philippines. Every year, an estimated 5,000 people die from air-pollution related diseases, most of them in Metro Manila. EDSA, the Philippine’s busiest thoroughfare, generates pollution that’s four times higher than the safety standards set by the World Health Organization. With little to no space for more trees, the pollution on EDSA can only get worse.