Brief Explanation

Clean Air Asia (CAA) is a United Nations-recognized partnership promoting better air quality and livable cities in Asia. Through various projects, CAA hopes to integrate proper air quality management into policies and programs of different developing countries and cities in the region. One of CAI’s most basic tasks has to do with spreading awareness about air pollution, making the public more concerned about the issue and vigilant about finding ways to prevent it. To assist CAA with this task, the agency conducted a creative brainstorming WorkOut involving creative teams from all over the region. The result was a film, digital and print campaign that gave people a glimpse of what the world might look like if it had adapted to air pollution. Viewers were then directed to the CAA website where they could learn more about the effort. The creative work that was developed for CAA was not only released in the Philippines, but was used as part of a regional effort that ran in Philippines (digital only), HongKong, Japan and China. The campaign was also picked up by international blogs and by BBC news, further extending its media mileage and spreading awareness about CAI’s cause.