Clean Air Schools
Air pollution is a vastly underappreciated environmental issue by both policymakers and the broader Australian community (it’s hard to fix something you can’t see or touch, and harder to make people care).
The 2020 bushfire crisis ignited a conversation across the country about climate change more broadly, and air quality specifically.
With climate change a key issue for Australian children (and their parents), researchers at UNSW launched a program to engage with Australian school students to raise awareness of local pollution and their opportunities to do something about it.
Target Insight and Motivations
This phase of the campaign was targeted at pro-climate education parents and school administrators who also believe in making primary school STEM streams more practical.
Why schools? Because currently, air pollution readings are only taken ‘outside’ schools – and official government readings are taken away from urban areas (eg in parks to capture background levels). This is not representative of the air children breathe for most of their school day.
As a program designed to detect impurities in school environments, CleanAir Schools needed to rapidly derisk its offering across its communications. Without a pivot to a more upbeat and welcoming frame, it would have trouble signing up schools across the state, in demographically diverse communities (a key KPI for the researchers involved).
The program’s communications needed to be carefully upbeat and language conscious. We developed language guidelines at emphasised “air quality” not “pollution” and rebranded from “Energy Transformers” (nebulous and in the more dicey emissions space) to “CleanAir Schools”.
Visually, elements were brightly coloured, and featured students in fun, school settings.
CleanAir Schools launched in mid-2021.
The UNSW team adopted a primarily B2B approach, anchored in it’s new website: CleanAirSchools.com.au