The Invisible Threat of Indoor Air Pollution
On Clean Air Day, Zehnder highlighted the dangers of indoor air quality, specifically ultra-fine particulate matter to humans. Working with an investigative reporter from MailOnline, we educated industry and consumers on how places that we regularly spend time, such as the London Underground, can be comparable to factories with some of the worst air quality in the UK.
Polluted outdoor air dangers are commonly known – but polluted INDOOR air is drastically different.
We spend 90% of time indoors. Yet residential and industrial buildings suffer from indoor air pollution often 2-5 times higher than outdoors, sometimes TEN times worse yet people are unaware.
The
CHALLENGE
Clean Air Day is full of messaging around air pollution.
To cut through the noise and shift the narrative away from what other competitors were discussing, 361 was challenged to adopt a different approach and position Zehnder as the leading experts on indoor air quality (IAQ). Raising brand awareness and educating both industry and consumers on the dangers of ultra-fine particulate matter that can have devastating effects on our health.
What
we did
361 worked with a reporter at the world’s largest news website, MailOnline, to conduct an IAQ study across the London Underground.
Using a roaming PM1 air quality monitor, the MailOnline reporter tracked air quality across multiple sites, comparing each one to levels in challenging Zehnder customer premises, such as construction material manufacturing – notorious for releasing harmful ultra-fine particulate matter into the air.
The resulting 1,500-word investigative report, including Zehnder analysis and website backlink, revealed many Underground stations’ air quality was worse than a brick dust factory.
Primary research into the UK’s awareness of IAQ was simultaneously released to press, creating a national news takeover on Clean Air Day.
Zehnder also presented findings to the building sector at a Clean Air Day industry event to champion better ventilation in buildings. Multiple thought-leadership articles were placed in trade media, highlighting issues and education for more effective ventilation in ALL buildings, planting IAQ at the top of the agenda for weeks
The
Results
The campaign reached 400m+ people through various national consumer and trade media outlets including the Mail Online, Sunday Mirror, Sunday People, Daily Star, Specification Magazine, Heating & Ventilation Review and Modern Building Services.
On social media, content impressions increased by 23.5% and engagement rates soared by 6.7% compared to the previous month.
The campaign also gained interest and since led to meetings with major housing developers interested in IAQ and residential mechanical ventilation solutions to improve it.
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