The Problem
Air pollution has been a major problem plaguing metro cities in India, primarily Delhi, with some areas reporting pollution levels in the hazardous range. This level of pollution has extreme health repercussions for the inhabitants of the area. Though the media has covered the issue, the severity and consequences of the situation have not been driven home.
The Solution
AirQ – an app that tracks the pollution levels in your vicinity, and in cases of Unhealthy, Very Unhealthy and Hazardous pollution levels, urges you to post about the situation using the "Mark Yourself Unsafe" feature on Facebook. With a larger number of people marking themselves "Unsafe" using the AirQ app, Facebook activates the Safety Check feature. Thus, people in the polluted areas are notified about the issue and asked to mark themselves safe.
The Result:
We have generated a digital campaign that scores high on the word-of-mouth index and reaches out to a large number of people. By virtue of highlighting an issue on an unconventional platform, we have consequently ensured that we manage to bring back attention to this modern-day epidemic.
