UK – Clean Air Now‘s latest campaign, Polluted Beauty, aims to raise awareness of illegal pollution levels in the UK by visualising the negative effects of toxins on the skin.
As a growing number of consumers are exposed to noxious air, the campaign illustrates the noticeable impact that it has on every area of skin. In a series of images, the agency highlights issues such as blocked pores, premature ageing, loss of facial elasticity and dark circles, which can be magnified by pollution.
The images use physical indicators to represent pollution including dark smudges, smoke and suffocating plastic. In a New Consciousness approach, the vibrant visual aesthetic captures the viewer’s attention by contrasting with traditional anti-pollution campaigns that tend to focus on blue skies and rolling hills.
‘By using pop colours, fashion-led poses and bold diptychs we are visualising the invisible effects of pollution,’ explains Claire Matthews, co-founder of Clean Air Now, in an opinion piece on It’s Nice That. ‘We utilised design to make the message bold and pop without shying away from the grotesque reality of the situation.’