The Campaign

We created a platform that empowered children to participate, allowing them to collectively join in co-creating the most potent of weapons – creative gas masks. Their innocent creativity served as a very serious form of protest. The children put on their gas masks and took to the streets, using concrete action to make grown-ups see the danger that air pollution poses to the next generation, and drive them to join the fight against air pollution. The children were able to take action to save their own future. #MyFutureIsMineToSave

Creative Execution

For 3 months, the art classes in 10 grade schools that are heavily impacted by air pollution were transformed into gas mask workshops. The children made more than 1000 masks. Each student named their own mask and recorded their creative ideas. Then the children took to the streets wearing their masks and carrying signs with slogans. Using websites, viral videos, social media such as Facebook and Instagram, an exhibition at Taipei Fine Arts Museum, PR events, generated media exposure, and collaboration with environmental groups and a children’s publishing house, we gave these masks high visibility, to spread awareness of the fight against air pollution throughout society. Finally, the children took part in an anti-air pollution march, and the world’s first children’s environmental summit. Giving speeches and presenting an Environmental Protection White Paper, they expressed their ideas to government officials in attendance.

Results

Social media impact: * Over 660,000 unique viewers on the campaign website. * Over 6.4 million shares on social media. * More than 50 celebrities wore the masks made by children and publicly showed their support, including politicians, the mayor of Taipei, actors and celebrities, and even a Nobel Prize laureate. Media reports: Over 200 local and international media outlets covered the campaign. The news was even broadcast in New York’s Time Square. Campaign participation: * More than 5000 children in 10 schools and their parents participated, creating 1100 handmade gas masks and building a long-term collaborative relationship, continuing to raise concern about air pollution throughout society. * The campaign became a top-tier issue of concern. More than 20,000 adults joined in two follow-up national protests. * This compelled the government to accelerate the reduction of PM2.5 to the international norm of 15 micrograms per cubic meter in 4 years.

To rescue an environment badly damaged by air pollution, we created a platform that empowered children in heavily impacted areas to take action, using their imaginations to co-create the most powerful of weapons – creative gas masks. The children directly participated, wearing their masks in the streets, joining in a protest march, speaking at a children’s eco summit, and presenting a white paper to government officials. Their appeal focused the attention of adults on the problem of air pollution. Kids joined the fight against a toxic atmosphere, and compelled the government to propose real solutions. #MyFutureIsMineToSave

In order to stir concern among the general public regarding air pollution, we chose 10 schools located in areas heavily impacted by air pollution, and directly interacted with the children there. Accessing their energetic imaginations and their boundless creativity in making masks, we allowed them to speak for themselves. By taking concrete actions – taking to the streets with their masks, participating in a march, speaking at a summit, and exhibiting their masks in a museum – they called upon adults to join them in the fight against air pollution, and prompted the government to pass laws that will make a difference.