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The Lifetime Of A British Motorist

British Lung Foundation

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Client: British Lung Foundation
Date: October 19 2017

17 pieces of coverage
803,00 coverage views

Project overview

The Brief

British Lung Foundation is the only UK charity taking care of the nation’s lungs. They needed a project that helped them punch above their weight in terms of raising awareness of lung disease and influencing public policy around air pollution. The charity also needed to raise awareness of indoor air pollution, a developing area of research that is relatively underrepresented.

The Idea

Rather than delivering a straightforward story about the negative effects of air pollution, the 72Point team maximised the appeal of the story by calculating the average lifetime of a motorist, with creative points of reference including ‘ the number of arguments had’ and ‘number of drinks spilled’. Most importantly, however, the story raised awareness of how much pollution drivers are exposed to inside their cars.

The Result

The project was published in national papers including Metro, The Sun, Daily Mail as well as dedicated lifestyle news sites such as NewsAnyway. Each publication printed the accompanying infographic, which provided an engaging visual representation of the research results. Most importantly, however, the project incorporated a serious message from British Lung Foundation CEO, Dr. Penny Woods, who compounded the project’s premise with an important message about lung health and air pollution.

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Coverage