Direct > Use of Direct Marketing
DDB CHINA GROUP, Shanghai / VOLKSWAGEN / 2015
Overview
Credits
Audience
Creating a healthier environment for school children to learn, especially in areas badly affected by air pollution.
ClientBriefOrObjective
Volkswagen is committed to reduce carbon emissions through their New Energy Vehicle technologies. We believe this responsibility does not stop with their cars.
Our goal is to help schools in the most polluted cities in China to have air purifiers in classrooms.
Execution
Volkswagen has been providing millions of drivers and passengers clean air in their car from hostile environment on the road. Cabin Air Filter. It's designed to remove harmful chemicals and gases such as Hydrocarbon, Ozone, Sulfur dioxide, Nitrogen dioxide and dirt, very similar to the functions of filter from air purifier machines.
Our idea is to provide low cost DIY kits to schools children in the badly affected areas to make their own fully functional air purifiers.
We call it - Clean Air in a Box. It contains a small electric fan, a genuine Volkswagen Cabin Air Filter and a specially designed carton box, making healthier classrooms by filtering the pollutants in the air, in a fun and educational way.
Outcome
Volkswagen will continue to roll out the ‘Clean Air in a Box’ initiative to the most needed schools across China. Filtering over 9 million cubic meters of classroom air and benefiting half a million students with cleaner and healthier air everyday.
Synopsis
Hazardous air pollution days are getting more regular in cities across China.
To breathe air without harmful chemicals and pollutants that cause serious respiratory diseases, one has to spend thousands of dollars to buy expensive air purifier machines, which not everyone can afford.
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