The Body Shop has unveiled a series of clever out of home (OOH) ads in London that remove pollutants from the atmosphere.
The cosmetics and skin care company has teamed up with environmental tech firm Airlabs to pilot the scheme at three high-profile and highly polluted locations in the capital.
Airlabs' air cleaning system removes harmful pollutants from city air including nitrogen dioxide and particulate matter. The Body Shop has signed on to incorporate the innovative cleaning units into its OOH ads as part of its commitment to environmental activism.
The posters will be active at three JCDecaux bus stops sites in New Oxford Street, Tottenham Court Road and High Holborn as part of a pilot scheme.
Airlabs research shows that Central London has exceeded legal limits of N02 levels nearly every day so far this year. It claims the bus stop ads will deliver up to 95% cleaner air, helping protect passengers standing inside a bus stop who are at high risk from pollution exposure as they wait by the road for their bus. The clean air provided could fill more than 80 buses every day.
Maxus is handling the campaign for The Body Shop.
"While these air cleaning units have yet to be introduced on a wider scale, we’re making a start to help protect Londoners from air pollution exposure, as well as help raise awareness of this incredible technology available," said Elen MacAskill, The Body Shop's UK marketing and corporate responsibility director.
"We are calling on other businesses, transport operators, bus stop site owners and brands to follow this industry leading approach. The technology can help reduce urban pollution exposure for thousands of people every day where nitrogen dioxide levels exceed the legal limit."
Last year, The Body Shop announced an ambitious plan to become “the most ethical and truly sustainable global business," in the world. At the time its director of commitment and corporate comms, Kate Levine, told The Drum it had come up with a list of targets for 2020 under the new philosophy of ‘Enrich Not Exploit’.
The initiative includes making sure that every one of its natural ingredients are traceable and sustainably sourced, developing new packaging that doesn’t contain fossil fuels, and reducing the environmental footprint across all of its stores.