The Campaign

The world of tomorrow will be ruled by the children of today. We put children in charge of a campaign to save the environment. The true power came not from what we did, but from sparking the imagination of kids, and allowing them to make the most powerful of weapons – creative gas masks. Their innocent creativity served as the most serious form of protest. Leveraging PR techniques, we rapidly spread their message, gaining the attention of adults, and helping the children save their own future. #MyFutureIsMineToSave

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.

Social impact: ? The masks displayed on the campaign website were viewed by more than 660,000 unique viewers. ? The masks were shared more than 6.4 million times 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: More than 200 local and international media outlets covered the campaign. The news was even broadcast in New York’s Time Square. Campaign participation: ? 5000 children and parents participated in this campaign, and created 1100 handmade gas masks. ? 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.

The Situation

Children are intimately impacted by polluted air. So we let them be the core spokespersons for this campaign, aimed at fighting air pollution. Across a variety of broadcast channels, through news reports, agenda-building, PR events and celebrity participation, we helped children influence the general public, so that grown-ups could no longer ignore the problem of air pollution. The children took action to save their own future. #MyFutureIsMineToSave

The Strategy

To raise awareness and concern about air pollution among the general populace, we went to 10 different elementary schools in areas of Taiwan with the most severe air pollution. We encouraged the students to use their imaginations, and by creating their own masks, to make their own voices be heard. We showcased the masks through a website, social media such as Facebook and Instagram, an exhibition, TVCs, and viral videos. By gaining exposure on the most frequently viewed broadcast channels, generating news coverage, holding PR events, leveraging the power of celebrities, and cooperating with environmental groups and a children’s educational publications organization, we made the broader Taiwanese society start paying attention to the problem of air pollution