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Pollution Pencils
Agency Wunderman Thompson / Singapore + Panjurli Labs / Bengaluru + Tandem Media Pvt Ltd / Bengaluru + CANJA Audio Culture / Curitiba
Category
Physical Product / In-Market
Annual ID
OS23_IP011B
About the Work
BACKGROUND
Otrivin is a world leader in nasal health. Its mission? To help every child breathe better.
In 2021, the brand launched a worldwide campaign – ‘Actions to Breathe Cleaner’ – to mitigate the impact air pollution has on children, and was looking for a way to make a difference in India.
POLLUTION PENCILS
The WHO says as many as 98% of India’s children breathe toxic air, not just outdoors but indoors too. And the poorest are the worst impacted.
The polluted air in low-income schools can exceed WHO limits by 4 times, and children spend up to 8 hours a day in these classrooms. Breathing bad air can cause fatigue, poor concentration, asthmatic flare-ups, illness, and absenteeism.
So, Otrivin decided to turn air pollution into something useful for children: Pencils!
EXECUTION
3 schools with the poorest air quality were identified in Bengaluru – India’s asthma capital. Here, low-cost, self-cleaning and sustainable air purifiers were installed, and over 2 BILLION cubic feet of air was cleaned in 2 months, helping over 1500 children breathe better.
The toxic particles harvested were combined with graphite to create 10,000 child-safe Pollution Pencils.
A SELF-SUSTAINING ECOSYSTEM FOR CHANGE
The pencils were distributed to the schools’ students. And were also used as a fundraising tool, bringing in money through donations and pencil sales.
This meant the project could buy and maintain more purifiers, harvest more residue, and make more pencils for sale.
IMPACT
The money raised is soon to bring cleaner air to over 6,800 more school children in Delhi - the world’s most polluted capital.
What’s more, the Pollution Pencils program gained 241 million media impressions.
This is just the beginning of Otrivin’s long-term commitment, as more air purifiers will be installed in more schools across India.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Wunderman Thompson / Singapore
Production Company
Panjurli Labs / Bengaluru
Tandem Media Pvt Ltd / Bengaluru
Music / Sound Production Company
Canja Audio Culture / Curitiba
Art Director
Nuttawee Pisanprechatam
Ee Min Goh
Chief Creative Officer
Mateusz Mroszczak
Creative Director
Aarti Nichlani
Gerald Chue
Tulika Shanker
Director
Shamik Sen Gupta
Editor
Rudy Wong
Benjamin Low
Executive Creative Director
Jon Loke
Executive Producer
Kimie Ong
Illustrator
Gautam Dutta
Producer
Danny V Lobo
Associate Director
Elle Baird
Prakriti Singh
Account Manager
Vaishali Chitranshi
Account Manager / Executive Producer
Vanessa Mafra
Area Marketing Lead
Bineet Jain
AVP & CSD
Rahul Singh
Brand manager
Arjun Bhutani
CCO / Music Director
Eduardo Karas
CEO
Nimesh Desai
CEO / Audio Director
Lucas Sfair
CFO | Director
Filipe Resende
Chief Strategy Officer,
Shailesh Iyer
Creative Excellence Manager
Matt Garrard
Digital Marketing Manager
Piyush Sood
Director Case
Jef Boes
Director of Global Creative Operations
Nora Farley
Founder and CEO
Ashik sv
Global Brand Lead Respiratory
Fernando Bodalo
Global Business Director
Hanna Essinger
Global CCO
Bas Korsten
Daniel Bonner
Global Client Leader
Alina Kessel
Global Head of Business Development and Delivery
Richard Hau
Global Managing Director
Georgie Stewart
Global Marketing & Digital Director
Farhad Nadeem
Global Marketing Manager
Ahsan Malik
Bettina Reiterer
Head of Digital Content and Experience
John-Patrick Racle
Head Of Production
Gerri Hamill
Managing Partner
Lisa Robinson
PR
Edelle Gettings
Ellie Brocklehurst
PR Director & Strategist
Jessica Hartley
Production coordinator
Nazurah Zulfakir
production/Studio
Rajinder Hangloo
Senior Brand Manager
Ankit Garg
Senior Project Manager
Lisa O’Brien
VO Talent
Archita Trisal
voice coach
Bruno Vieira
VP & Executive Business Director
Bhavana Dogra
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