Pluto on behalf of Irish Heart Foundation, in partnership with the Department of the Environment, sought to create a suite of assets which could be deployed to address public health and environmental issues related to air pollution.
The first campaign highlighted the dangers of engine idling, raising awareness around the health risks of keeping vehicle engines running while parked and encouraging drivers to reduce unnecessary emissions.
The second campaign focused on the impact from burning solid fuels like turf, coal, and wet wood, aiming to promote cleaner, healthier heating methods to protect both the environment and public health, especially for those with conditions like asthma and heart disease.
Pluto set out to creative materials that that would inspire the public through stark, thought-provoking imagery and text seeking to educate, and encourage real and long lasting behavioural change around engine idling and the burning of solid fuels
We know that in order to affect any real behaviour change we needed to give the audiences the tools and information they need to make the choices that were right for them.
We wanted to make it easy for the target audiences to act by reducing the effort, steps, and choices involved. Through use of clear and concise language, we encourage small actionable wins simplifying messaging and breaking down complex information.
We understand the need to make the messaging valuable to our audiences by showing the benefits in an attractive eye-catching way. Using imagery that relates to our audience, tailored to different preferences or situations draws them in. Increasing the likely hood of a behavioural change.
We wanted to build a sense of community and shared purpose. Highlighting social norms, providing social proof, and fostering a movement that contributes to making the change more appealing and widespread.
By encouraging action when people are most likely to be receptive and organising the benefits in a way that makes them more immediate. Capitalising on the relevant times throughout the year for both campaigns such as school start times for engine idling and the lead into winter for the burning of solid fuels.
Assets generated could be seeded out for the following channels:
-Out of Home
-Social
-Digital
-Video
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