Thailand is a top global destination, with the tourism industry accounting for over 20% of the country’s GDP but it has recently entered a severe pollution crisis, especially in Chiang Mai - previously known for its beautiful scenery and fresh air, but recently appointed the world’s most polluted city with levels deemed hazardous at 600ug/m3 (12 times the recommended by the World’s Health Organization.

The major cause of air pollution is the burning of forests and crops, and while locals have been trying to raise awareness to the issue, neither the government or the private sectors have provided effective solutions to the matter.

Calling international attention is often a shortcut for action in a country so heavily dependent on tourism, so we aimed at creating a voice loud enough to finally impose action and help both our people, our businesses and our visitors.

Pollution Souvenir is canned air from Chiang Mai. An SOS from the people and small businesses trapped in smog in the north of Thailand.

Just like other countries sell fresh air in a can, small local businesses in Chiang Mai got together to create the Pollution Souvenir - polluted air in a jar with a label indicating the levels of PM2.5 pollutants collected each day. In return, tourists were asked to pledge on social media to come back – but only when the air is clean again.

We approached local and international tourists with something we all look for when we travel - a souvenir. Only this time it was just air in a jar. A true reminder of their trip, with a label indicating the levels of PM2.5 pollutants when they were in town. Both an apology and call for help they could bring home and spread on social media, pledging to be back when the air gets clean again.

Chiang Mai started suffering from air pollution in January, and in March it became the world's most polluted city for 3 days in a row. The critical condition and sharp decrease in tourism numbers prompted Seescape gallery to seek action and partner with other local small businesses. Together they created "Pollution souvenir" and began distributing the jars at multiple tourist attractions in Chiang Mai, as well as in hostels and bars.

1,000 jars were given away to local and international visitors, both apologizing and asking them to pledge on social media to be back – but only when the air is breathable again.

50+ Local and international publishers reported the campaign

THB 6 million earned media

Thousands of visitors and KOLs pledged to be back when the air gets clean again.

93K Engagements

All with a USD 600 investment and 1.000 jars