Making ‘Air’ more memorable through artistic influence

Something we’ve learned over the years as communication consultants focused on marketing air quality is that air is hard to “show and tell”. Yes, it’s there, but think about it. What’s the perfect picture of air? It’s easy to draw a blank when the air is good. It’s not until something is obscuring our view – like fire smoke or smog – or something smells bad that we think about what’s in the air.

So whenever our firm comes across others who have found ways to capitalize on sharing the concept of air, its ongoing and vital place in the world, we get very excited.

In the past couple of years we’ve kept examples tucked away for a time, like today when we are thinking about the future of air quality and health communication. It’s this type of artistic expression that will continue to help tell the story of air and the importance of keeping it clean, today and tomorrow.

1. What looks like a billboard — an outdoor marketing format commonly used to push those “see it, want it” conveniences — is making a silent statement about the natural environment at the U.S. Canada border between British Columbia and Washington State. It’s actually an art installation called Non-Sign II, by a Seattle art and architecture firm, Lead Pencil Studio.

2. Coca-Cola and the World Wildlife Fund unveiled a 60-by-60 foot billboard in the Philippines that is covered in Fukien tea plants to absorb C02 and alleviate air pollution within its proximate area.

3. Similar outdoor art has been undertaken in London, England, where Transport for London commissioned a vertical garden covering the 180 square foot side of the tube station. The firm Biotecture pre-grows the plants, held up by a structure made of recycled materials.

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4. Artist Konstantin Dimopoulos has brought his “social art action, the blue trees to the world as a way to make a personal statement: “trees are the lungs of the planet.”

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These are just a handful of examples of the convergence of interest in air quality, urban architecture and outdoor art. If you have some good examples, share them with us.

About Jennifer Muir

Jennifer Muir is a Communication Consultant who works with AirShift Group Email Jennifer Muir

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