Over the 6-week lifetime of this ad, it will remove 4 tonnes of CO2 equivalent from the air while the production of the advert required 1.9 tonnes of CO2 equivalent, leaving a net emissions removal of 2.1 tonnes, or 5,213 car miles using the US EPA Greenhouse Gas Equivalencies Calculator.
The power of possible
Ecologi has debuted a carbon-draining billboard on Kingsland Road, Shoreditch (in the East End of London), as part of its new Earth Day (22 April) campaign, titled “The power of possible”. A campaign planned by media agency Electric Glue and designed by creative agency Enviral, the billboard measures 161m² and will suck four tonnes of CO2 from the air. It reads: "A climate ad that sucks as much as this one? Possible."
According to Ecologi, the billboard will leave a net emissions removal of 2.1 tonnes, after accounting for production emissions. The brand worked with blowUP Media to produce the banner and will use a technology called Pureti that uses natural sunlight to break down harmful emissions. The billboard will be on display from 18 April to 29 May and can remove up to 40% of the pollution that it comes into contact with.
Source: CampaignLive
How does the billboard remove emissions from the air?
Ecologi’s billboard uses a technology called PURETi which utilises natural sunlight to break down harmful emissions. Over the 6 week lifetime of the advert, it will remove 4 tonnes of CO2 equivalent from the air. The production of this advert required 1.9 tonnes of carbon dioxide equivalent, leaving a net emissions removal of 2.1 tonnes, equivalent to 5,213 car miles using the US EPA Greenhouse Gas Equivalencies Calculator. Production emissions were also separately offset through carbon reduction projects.
Source: Ecologi
How does the PURETi technology work and how does it remove emissions?
The PURETi technology works by providing a photocatalytic coating to a surface, which reacts with sunlight to accelerate the decomposition of pollutants in the air. Our billboard uses PURETi to breakdown nitrogen oxides (NOx) in the air. NOx has both damaging effects on both environmental and physical health. Photocatalysis using PURETi technology uses sunlight to energise a material called anatase titanium dioxide (TiO2) and this accelerates the natural breakdown of pollutants.
One square metre treated with the substance can remove around 2g of NOx per day, so for a billboard the size of this one, over its 6 week lifetime, the gross removal is around 4 tonnes of CO2e. For their calculations, Ecolgi subtracted the emissions for the billboard’s production (1.9 tCO2e) from this, to give a net removal figure: 2.1 tCO2e.
What will happen to the ad and the carbon removed after the 6-week period?
After the 6-week lifetime of our billboard, the banner will be used to generate energy. PVC waste will be burned at high temperatures to generate superheated steam, to drive a turbine and produce electricity. The steam is then condensed and stored. Metal and ash (by-products of the combustion process) are separated – with the metal recycled, and the ash used in road building and construction.
Source: Ecologi
“Through harnessing the power of collective action we can reverse climate change together.”
The agency will also launch a TV ad for Earth Day, featuring Dragons’ Den investor Steven Bartlett (see below). The ad features Bartlett giving a monologue to camera about collective action against climate change, as a group of people walk behind him. He says: "People say we can’t tackle the climate crisis alone, but we believe it’s possible if we come together."
The ad ends with the Ecologi logo, and the tagline: "Climate action at your fingertips".
Adam Boita, chief marketing officer at Ecologi, said: “We want to show how media can be a force for good.
“Through harnessing the power of collective action we can reverse climate change together.”
Source: CampaignLive.co.uk
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