Pollution Probe promotes Clean Air Commute
By Adnews Staff
Toronto-based environmental organization Pollution Probe has begun a campaign to promote its “Clean Air Commute” program in the Greater Toronto Area. The initiative, which will take place from June 18 to 22, encourages residents to change their commuting behaviour in order to reduce its impact on air quality in the city. The campaign attempts to depict the issue of air quality as a fashionable concern. The creative uses the tagline, “Clean air is always in style.” The campaign includes a 30-second television commercial, as well as transit, print and cinema advertising, direct mail, e-mail and a website. The campaign was developed by FCB Direct. “The public is looking for personal contributions they can make to solve these problems [of climate change and air quality] and it’s right on target to point out that taking action will always be fashionable,” said Patty Chilton, deputy executive director of Pollution Probe.