Pollution Capture Pencils

Turning air pollution into an instrument of change for India’s school children

Office: Singapore

Client: Haleon Global

An innovative and sustainable solution that turns pollution waste by-products into school supplies for children.

Air pollution is considered the world's biggest environmental health threat, particularly for its effects on children. The World Health Organization reports that more than 90% of the world’s children breathe toxic air every day – putting their health and development at serious risk. As part of WPP Team GSK/Haleon, Wunderman Thompson Singapore created 'Pollution Capture Pencils' – an innovative solution for Otrivin that turns pollution waste by-products into school supplies for children.

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The biggest reward for any creative agency is to deliver an idea that works both for the client and the greater good. An opportunity like this doesn’t come by often. We’re really proud to have partnered with Otrivin to take a small but meaningful step to help bring cleaner air to India’s children.

Mateusz Mroszczak Chief Creative Officer, Wunderman Thompson Singapore

98% of India’s children breathe toxic air, and not just outdoors but indoors too. Poorly ventilated classrooms in low income schools have recorded air pollution levels four times higher than WHO limits. Children spend almost eight hours a day in these classrooms, where breathing toxic air can hinder learning by causing respiratory infections, poor concentration and absenteeism.

Otrivin, a leader in nasal health, believes every child has the right to breathe clean air and that no action is too small to achieve it. Inspired by Otrivin's brand purpose, we decided to take action to mitigate the impact of toxic air on the future of India’s underprivileged children and to turn air pollution into something useful.

Otrivin Pollution Capture Pencils are made with air pollution residue captured from schools with the poorest air quality in India. Certified non-toxic, these pencils were distributed to schoolchildren and are being used as a fundraising tool to finance air purifiers in schools impacted by air pollution.

The pilot project ran in three schools in Bengaluru, where India's asthma levels are extremely high, and the money raised will bring cleaner air to more than 6,800 schoolchildren in Delhi, the world’s most polluted capital. The Pollution Pencils program gained 241 million media impressions and is just beginning a long-term commitment as more air purifiers will be installed in schools across India.