Poor urban air quality has been linked to more than 50,000 premature deaths across the UK every year. Be Air Aware is the Tyne and Wear campaign – overseen by the Local Transport Plan team – to raise awareness about the causes of poor air quality and highlight the steps the public can take to reduce the emissions that contaminate the air.
Since 2008, Admiral has provided a wide range of strategic and tactical public relations and marketing and event support to the consumer campaign.
Highlights included the development of an integrated online and radio campaign that reached one in four adults in the North East, and an active ‘Walk to the World Cup’ schools competition involving 9,000 children from across Tyne and Wear.
The aim of the three-year campaign is to reduce single occupancy vehicle journeys and measure a shift in awareness of air quality issues through campaign surveys.