Young ad execs from Wavemaker and Ogilvy in Australia have launched a P2 air pollution mask brand to raise money for the Rural Fire Service in Australia as bushfires continue to devastate the country.
A month ago, as the bushfires caused dangerous levels of air pollution in the country, the four ad execs created masks with a “distinctly Australian feel” via a Go Fund Me page, which hit its target last week.
The masks have designs of typically Australian objects, such as Koalas and Lamingtons.
The Smoggys brand is now launched and will aim to raise money for the fire service by donating all profits to the organisation.
Marco Del Castillo, a Smoggys Founder, said: “It is down to the support of our nation, that Smoggys has come to life as an operating business, set to make a real difference. With the fires continuing to rage, the smoke blanketing our skies and our volunteers out there giving it their all, the launch of Smoggys couldn’t have come any sooner.
“Smoggys’ aim is to protect our nation from the smoke and act as a public symbol that Aussies have come together to help and support our firies.”
The four Smoggys co-founders are Bec Drummond, Marco Del Castillo, Jack Burton and Lucas Fowler.
Australia is about to hit peak-Summer, which means that the fires are likely to continue for months and the public services and charities will need support over the long-term.
Many brands and agencies have come forward in support of charities and public services as the crisis continues. Last month DDB Australia, with the support of partners Volkswagen Group Australia, Westpac and McDonald's, raised support for the Red Cross in Australia with a burnt Christmas Tree installation.