Address Pollution

by Humphrey Milles in London, England, United Kingdom

We did it
On 18th October 2019 we successfully raised £30,190 with 297 supporters in 227 days

We're running the most disruptive air pollution campaign the UK has ever seen that will change things for good. Help us go further.

by Humphrey Milles in London, England, United Kingdom - your campaign changing laws and winning awards.

Dear People VS Pollution Supporters and Donors. 

As you may have read in the news earlier this year, the campaign you supported a couple of years ago: our People VS Air Pollution campaign to make it impossible for anyone to ignore this invisible toxic problem any longer, launched nationally earlier this year. 

Apologies for the radio silence but its been a bit hectic!

I wanted to give you a bit of an update, so you can see what your support has helped to achieve. 

Firstly, here is the updated campaign film:

As you know our free postcode checker and new pollution rating system launched first in London September 2019. We then expanded the site nationally and launched UK wide in March earlier this year with some additional funding.

By linking air pollution to properties with a simple rating system, we not only used the market as a highly effective vehicle for awareness, but also turned this toxic problem into the property sector’s new bête noire. 

As a result, even the banks and mortgage lenders now want to see an end to toxic air. Thats a lot of very powerful new clean air lobbyists we’ve now got.


With the money raised on this crowdfunder, we plastered hard hitting billboards and projections all over some of London’s most expensive and polluted neighbourhoods.


We also enlisted political rapper DrillMinister to write our campaign track ‘Choke’ and shot this video which has racked up thousands of views and continues to inspire young people across the UK to take notice & take action.

The campaign has so far changed the law, landed front page of The Times twice, been covered in more than 200 pieces of national & international press, and I think its safe to say we have most definitely made air pollution something no one in the UK will be able to ignore any longer.

We’ll also be re-launching in a couple of months too, with improved data and a new rating system to reflect recent changes to World Health Organization guidelines.

Finally, if awards are your thing, has also won more awards than nearly every big budget branded campaign run since it first launched in London: four D&AD pencils; five gongs at The Caples; five Lions at this years Cannes International Festival of Creativity along with a coveted ‘United Nations Grand Prix for Good’ reserved only for the standout and most impactful campaigns from around the globe. This last award has only been awarded twice, our campaign being one of them. 

But nice as they are, we didn’t do this for awards, and couldn’t afford the trophies either (yeah, you have to pay for those things).

We did this because public understanding & awareness drives action, and action drives change. And like you, we're all fed up with breathing toxic air. 

Your initial support made this all possible. 

So thank you. 

I'll update you again when we re-launch later this year, but for (slightly) more regular updates on this from me and my creative industry campaign group (COPI), and details of what we're planning next, please go to and register your email address there. 

Safe to say you won't get bombarded with regular emails, but I'll do my best to keep you as informed as possible!

thanks again,


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This project offers rewards in return for your donation.

£20 or more

£20 Reward

This will pay for valuable leafleting in some of the most polluted areas of the country, pushing awareness of this invisible toxic problem out there into the public sphere like never before, and changing attitudes, behaviour and minds. Awesome!

£50 or more

£50 Reward

£50 this will pay for valuable targeted online ads and help push the campaign message out to a wider audience via the interweb. thank you!

£75 or more

£75 Reward

This will slap our campaign message on a busy high street phone box for a week* to help change hearts and minds and shift attitudes around this toxic problem. You Legend! *depending on geographic location *length of time you get is location dependant depending on how busy the high street is.

£100 or more

£100 Reward

this pays for a digital street ad, showing twice every 70 seconds for a week to thousands of people. This will make a huge difference. You beauty!

£135 or more

£135 Reward

This buys you a static '6-sheet' ad for a week in a busy high street location, changing hearts and minds, and helping to end this toxic problem we all share. Nice work!

£250 or more

£250 Reward

This will pay for a digital 6-sheet ad board in a super busy spot (like a major train station) for 2 weeks.* Awesome! *location and time depends on geographical location.

£277 or more

£277 Reward

This will be a 48-sheet billboard for a week in a busy roadside location. Amazing thing you've just done!

£554 or more

£554 Reward

WOW! you're buying a 48 sheet billboard for 2 weeks, in a prime location that will be seen by thousands. This will have a huge impact!

£1,250 or more

£1250 Reward

This buys a digital 48 sheet billboard in a prime location, that will be seen by thousands of people a day for a week* and help drive forward the change we all so desperately need. This is incredible! *we may get longer out of the outdoor advertisers... depending on geographical location and the deals we're hoping to do based on this being an issue that affects them too!

£2,000 or more

Corporate Pledge

Maybe you're a company based in one of the most polluted areas of the UK, like London W1 for example, and couldn't wish for the day when we can all breathe clean air to come any sooner. You're £2000 will buy targeted outdoor ads all over town to help drive the message home to thousands of people, helping to change minds, behaviour and attitudes. You support is huge!

£3,177 or more

£3177 Reward

This pays for a whopping 96-sheet back lit billboard, in a prime location for a week. This is mammoth!

£5,000 or more

£5000 Reward

This is incredible, you've just bought a fully targeted package of street, bus stop, billboard and online ads, to help bring this issue out into the mainstream like never before. Please get in contact for targeted ads in your own area.

£10,000 or more

£10000 Reward

This takes over an entire city for a week with targeted ads online and outdoor, helping to push the campaign message out there to people totally unaware of how toxic invisible air pollution is poisoning us all. This will have an ENORMOUS impact! You're winning at life right now. We Salute You.

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