As Clean Air Day approaches on Thursday, June, 20, Sheffield creative agency Front has created a campaign called “Kick the Habit” for City of York Council, that aims to tackle the high levels of idling by car drivers, bus and taxi drivers and fleet operators.
The behavioural change campaign, which is running across print, OOH and digital platforms, highlights how air pollution can be drastically reduced if engines are turned off when standing in traffic or waiting and why stop-start systems should not be disabled. The focus is on reaching drivers who leave their engines running at key sites in the city including schools and hospitals.
The core proposition is: Clean air makes York a safer place.
Once concluded, the campaign will be evaluated by comparing the number of on the spot fines given out as well as air testing at selected locations.
Front has previously worked on other behaviour change projects including Greener Journeys – a campaign dedicated to encouraging people to make more sustainable travel choices.
The “Kick the Habit” campaign comes at a time when the issue of air quality is high in the public’s conscience following the launch of the Government’s Clean Air Strategy earlier this year.
Lucy Redmond, account director at Front, said: “Our creative looks to communicate the health consequences of an idling engine and to encourage people to make a positive and simple change.
“We knew that focussing on the penalties and fines was the wrong approach so we’ve worked hard to identify the behaviour, simplify the actions required and contextualise why it should be done.”