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BRIEF: Pollution around UK schools exceeds legal limits. Initiate a ‘no-idling’ behaviour change campaign near schools.

INTRODUCING

A WAR AGAINST POLLUTION

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IDEA

First, we’ll enlist parents and children in the war, joining their Air Quality Marshals fighting pollution on the front line. 

Inspiring behaviour change by giving parents an opportunity to belong to the Switch Off For Victory campaign, rather than feeling as though they’re being punished by AQMs and the fines they hand out. 

Then, we’ll drum up a war time spirit of camaraderie by complementing the mobilisation of families with an OOH campaign… 

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EXPERIENTIAL

We’ll optimise families’ engagement in the Switch off For Victory campaign by uniting the community together in wartime-inspired challenges. 

Under the honourable title Mini Marshal, school children will be given top secret missions. These missions will aim to get their parents to switch off and stop idling to keep the pollution from breaching schools’ borders!

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WINTER MISSION

BLACKOUT

Inspired by WWII, we’ll transform the school area into a ‘blackout zone’. An area where everyone is required to turn off their lights so the villain, Pollution, can’t target the children! 

Parents and carers picking up the children in winter might be better at remembering to Switch Off For Victory if they’re forewarned they are entering a blackout zone. 

So, using a radio device that can interrupt audio playing from bluetooth, CDs and radio in cars equipped with FM RDS (standard on most modern cars), schools will send a broadcast to cars coming near to the area. 

The interrupting broadcast will play a gentle air-raid sound and give a friendly reminder they’re entering a blackout zone. 

This technology has successfully been used by ambulances in Stockholm since 2017. 

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SUMMER MISSION

TOP SECRET DEBRIF

In the lighter and warmer months, schools will issue the kids with a ‘Top Secret Debrief’ they must deliver to their comrades, their parents. The catch being, they have to deliver it where no one can hear them - outside of any transportation that could have been bugged, like the family car.

 

We’ll let parents know that they’ll have to park a small walk away from the school when picking up, to allow time for this key briefing to take place!