Delhi: Breathing is quintessential to our living but we pay very little heed to the air we breathe. The rapid fall in air quality in Delhi has hit new levels of intensity and severity and are daily lives are interjected continuously due to this. Reckitt Benckiser is launching an awareness campaign for Dettol SiTi Shield anti-pollution N95 mask. Initiative, which is part of media management network IPG Mediabrands, launched the campaign on February 19, Ab Hogi Hae Saans Swachh across media platforms.
The highlight of the launch was a 2 hour road block on 5 leading radio stations in Delhi, including, Radio Mirchi, Big FM, Fever, Radio One and Ishq during prime listening hours of 8000am – 1000am on 19th February 2018. The roadblock aimed to emphasize on the impending issue of air pollution in Delhi. In the two hours the activity got listeners to focus on the issue by bringing to live sounds breathing on air. For instance, breathing of a child, of a person while running, of person stuck in traffic. The idea was to shake the people of Delhi from their stupor and take note of the toxicity of Delhi air. Eminent RJs Naved, Syd & Addy, Chris and Khurafati Nitin, informed listeners about the perils of ignoring the importance of monitoring the quality of air all of us breathe.
This was one of rare occasions, when all the five RJ’s of competing stations collaborated and interacted on such a pressing issue. They spoke to each other and shared real time AQI (Air Quality Index) levels from the Dettol SiTi Shield pollution monitors placed at their respective stations.
Along with the sounds of breathing the campaign focused on bursting common myths related to pollution and providing immediate preventive measure of wearing N95 mask. The campaign highlighted that old practices of covering face with handkerchief or dupatta (veil/scarf) are not effective ways of saving oneself from harmful effects of pollution. RJs inspired listeners to be adopt effective and smart solutions.
Speaking on the campaign, RB spokesperson said, “Air pollution is at its peak and its harmful effects have been impacting people across the country. We realized it is time that citizens should be given a strong and hard-hitting message to reinforce the threats of air pollution. ‘Ab Hogi Har Saans Swachh’ aims empower everyone with clean air. Radio is a powerful medium hence we collaborated with the top four radio stations in Delhi to deliver the critical message of prevention against air pollution.”
“There are many misconceptions about the issue of pollution e.g. people believe pollution is lower in residential areas/inside home and more in high traffic junctions but many a times its opposite of that; people believe pollution is uniform across a locality or city but it could change from inside and outside the house or car. To emphasize the same we installed mobile Air Quality Index monitors to report pollution from 15 different locations. We brought in RJs of five different stations to drive home a point that it’s a universal problem and if competitors can collaborate then, why cannot all of us? The Communication Channel Code of Radio is Audio, Local & Engagement and we used all three very effectively using Consumer Insights, Innovative Media Solution and Creative Execution”, said Arun Sharma, Managing Partner, Initiative.
Dettol’s SiTi Shield Protect+ Smart Mask with a 3-layer filtration method is meticulously designed to process 98% filtration of pollution particles PM 2.5 and 99% of bacteria in the air one breathes. The N95 anti-pollution mask tested by Nelson Laboratories comes with a smart valve fitted on the inside to help provide a seamless flow of air. Dettol SiTi Shield pollution monitor, is a first of its kind PM 2.5 measuring monitor with a technology that checks pollution levels in real time and sends the data to the users’ smartphone. The campaign, reinstated the significance of providing users with access to such personalized data that will help them in making better informed life choices for a healthy living.
The conversations on radio will continue through the coming months along with a tie up with Uber to map pollution PM2.5 levels across Delhi with help of Dettol SiTi pollution meters installed in Uber cabs. This initiative aims to empower consumers with pollution readings wherever they are and help them make the right choice. This will be supported by multiple marketing initiatives, including print and outdoor advertising.
