Transport For London: Let London Breathe

London's toxic air is a serious health issue that affects all Londoners. It leads to many health issues including premature death, heart and lung disease. And it's mainly caused by driving polluting vehicles. The Mayor of London and Transport for London (TfL) are taking steps to make London greener. Based on the insight that air pollution affects London’s most vulnerable residents, including children, VCCP's new campaign visualises the harmful effects of driving.
Their target is that by 2041, 80% of all journeys in London will be made by public transport, walking or cycling. Pioneering initiatives like the Ultra Low Emission Zone, greener buses and an expanded cycleway network are helping to achieve this ambitious goal. But the Mayor and TfL can’t do it alone. They need the city’s help. Many Londoners know that air pollution is an issue, but it doesn’t seem that urgent. Toxic air is invisible – it’s not clear who it affects or how one person can help – thus TfL needed to educate Londoner’s about the issue and to inspire them to think about how they can help. The juxtaposition of innocent child’s play with the harmful pollution makes an emotive, rallying call to Londoners to think about air quality and consider how they can make a positive difference.