Why is this work relevant for Direct?

When it comes to air pollution it is Particulate Matter 2.5 (PM2.5) that is the [killer], it not only affects the respiratory system, but it also affects the brain. Our research shows that 98% of Vietnamese do not know what PM 2.5 is, or the impact it has. We had to find the most direct way to educate and provoke thinking around the importance of taking measures to protect yourself and reduce PM2.5 at the same time. Our campaign used the topic that matters most to Vietnamese parents, education, to raise the problem of a more deadly one.

Background

Air pollution in Vietnam is a growing issue, however for Vietnamese it is becoming a new normal. Recent studies show that Particulate Matter 2.5 (PM2.5) does not only damage the respiratory system, but also destroys braincells. This directly impacts the learning capacity of children, increasing the risk for cognitive and emotional problems later in life. In Vietnam, awareness around PM2.5 and its consequences are low (only 2% of 600 Vietnamese affluent individuals between 30 and 45yo we interviewed know about it), while the country continues to feature among the highest in air pollution levels in the world. GreenID, a Vietnamese sustainability company, fights for a clean and safe future for children and wanted to raise awareness and take action in order to protect the future of these children growing up in the heavily polluted cities of Vietnam.

Describe the creative idea (30% of vote)

The High School: GreenID opened a school on top of the highest building in Southeast Asia, at a height of 461meters, because the higher you go, the lower the levels of PM2.5. The idea is designed to provoke thinking. If nothing is done today to reduce PM2.5, the only place where children will play safely outside tomorrow is on top of skyscrapers. Which is not a sustainable solution considering the young and growing population in Vietnam.

Describe the strategy (20% of vote)

Our primary target demographic is parents of young children. We know they care deeply about the education and health of their children. Our approach here was simple, yet effective. We used the importance of education in the Vietnamese culture, to address a more deadly problem. After the launch of the High School, parents could enroll their children. These enrollments are used to create an even more fundamental impact. The current schools of enrolled High School students are being contacted for the installation of an air quality meter. Besides that, every enrollment is compiled into a yearbook, making a compelling set of signatures. This will be presented to the Vietnamese National Assembly at the end of the year. Putting PM2.5 on the national agenda for the first time.

Describe the execution (20% of vote)

Our school was opened on top of Southeast Asia’s tallest building, at 461 meters high, above PM2.5 so children could learn unimpaired. In this special class they learned about the dangers of PM2.5. The entire demonstration was documented and broadcasted to parents across Vietnam through PR and publication partnerships. The campaign drives awareness, and action. Vietnamese are invited to sign their kids’ school up to the High School, symbolically acting as pledge to demonstrate the need for action from the government. Every school that is registered is automatically signed up to have an air quality meter installed, for teachers, parents or children to decide when it is safe to play outside. Every registration is compiled into a yearbook, that at the end of the year will be presented to the Vietnamese National Assembly. Putting PM2.5 on the national agenda.

List the results (30% of vote)

Through our enrollment system, over 80 schools have been enlisted, helping keep up to 100,000 children safe. The “High School class” has grown into a structural program by GreenID rolled out in 2021 to invite students and parents (and the local press) on top of skyscrapers around the country to discuss PM2.5, its dangers and the steps Vietnamese can take in their own lives to protect their children and make a difference. Marking a big difference, one High School, and one skyscraper at a time. All with zero media budget.