Pollution Probe conducts Clean Air Commute campaign
By Adnews Staff
Environmental organization Pollution Probe has begun an advertising campaign in Toronto to promote its "Clean Air Commute" program, which will take place next week. The initiative encourages Canadians to commute to work in non-polluting ways for one week. The campaign, developed by Sharpe Blackmore Euro RSCG of Toronto, consists of transit posters, a 30-second television commercial and online ads. The creative uses the tagline, "Nothing is Possible." The campaign also includes a piece of stencil art on the Gardiner Expressway. "Along with a stencil depicting cleaner transportation modes, we are using a power washer to clean the dirt from the walls of the Lakeshore to Gardiner Eastbound ramp, thus highlighting both the effects of pollution on our city and the change we can effect through the Clean Air Commute," said Olivia Nugent of Pollution Probe. According to the organization, this is the first time the City of Toronto has permitted artwork to be displayed on the expressway.