The greatest idea of this campaign had nothing to do with what we created, but had everything to do with inspiring the creative powers of children, and allowing them to express themselves. To fight the perils of air pollution, we had kids make their own creative gas masks – immensely moving visual devices conveying the simple concept that we must save the future. Their innocent creativity served as the most serious form of protest. And grown-ups were compelled to confront the problem of air pollution, because it was so closely connected to the next generation’s right to survival.

#MyFutureIsMineToSave

For 3 months, the art classes in 10 grade schools that are heavily impacted by air pollution were transformed into gas mask workshops. The children made more than 1000 masks. Each student named their own mask and recorded their creative ideas. Then the children took to the streets wearing their masks and carrying signs with slogans.

Using websites, viral videos, social media such as Facebook and Instagram, an exhibition at Taipei Fine Arts Museum, PR events, generated media exposure, and collaboration with environmental groups and a children’s publishing house, we gave these masks high visibility, to spread awareness of the fight against air pollution throughout society.

Finally, the children took part in an anti-air pollution march, and the world’s first children’s environmental summit. Giving speeches and presenting an Environmental Protection White Paper, they expressed their ideas to government officials in attendance.

Social impact:

? The masks displayed on the campaign website were viewed by more than 660,000 unique viewers.

? The masks were shared more than 6.4 million times on social media.

? More than 50 celebrities wore the masks made by children and publicly showed their support, including politicians, the mayor of Taipei, actors and celebrities, and even a Nobel Prize laureate.

Media reports:

More than 200 local and international media outlets covered the campaign. The news was even broadcast in New York’s Time Square.

Campaign participation:

? 5000 children and parents participated in this campaign, and created 1100 handmade gas masks.

? The campaign became a top-tier issue of concern. More than 20,000 adults joined in two follow-up national protests.

? This compelled the government to accelerate the reduction of PM2.5 to the international norm of 15 micrograms per cubic meter in 4 years.