Dettol SiTi Shield does a radio roadblock in fight against air pollution

With air pollution at a global tipping point, Dettol SiTi Shield launched an education and awareness campaign, ‘Ab Hogi Har Saans Swachh’, with the top radio channels in Delhi on February 19. The campaign aims to liberate people from the often invisible, yet extremely harmful air pollution. Initiative, a part of IPG Mediabrands, launched the campaign on February 19 across media platforms.

Dettol SiTi Shield ran a two-hour roadblock on Monday on popular radio channels, Radio Mirchi, Fever, Radio One and Big FM during prime listening hours, 8am to 10 am. Eminent RJs Naved, Sydand Addy, Chris and Khurafati Nitin informed listeners with engaging content about the perils of ignoring the importance of monitoring the quality of air all of us breathe.

This was the first-time everwhen four RJs collaborated and interacted on such a pressing issue. The two hours of Dettol SiTi Shield roadblock caught listeners’ attention by bursting common myths related to pollution and providing an immediate preventive measure of wearing an N95 mask. The campaign highlighted that old practices of covering the face with a handkerchief or a dupatta (scarf) are not effective ways of saving oneself from the harmful effects of pollution. The RJs inspired listeners to adopt effective and smart solutions. The RJs also interacted with each other and shared real time AQI (Air Quality Index) levels from the Dettol SiTi Shield pollution monitors placed at their respective stations.

Speaking on the campaign, RB spokesperson said, “Air pollution is at its peak and its harmful effects have been affecting people across the country. We realised it is time that citizens should be given a strong and hard-hitting message to reinforce the threats of air pollution. ‘Ab Hogi Har Saans Swachh’ aims to empower everyone with clean air. Radio is a powerful medium and hence we collaborated with the top four radio stations in Delhi to deliver the critical message of prevention against air pollution.”

“There are many misconceptions about the issue of pollution, for example, people believe pollution is lower in residential areas/ inside home and more in high traffic junctions but many times it's opposite of that; people believe pollution is uniform across a locality or city but it could change from inside and outside the house or car. To emphasise the same we installed mobile Air Quality Index monitors to report pollution from 15 different locations. We brought in RJs of five different stations to drive home a point that it’s a universal problem and if competitors can collaborate then, why cannot all of us? The communication channel code of radio is audio, local and engagement and we used all three very effectively using consumer insights, innovative media solution and creative execution,” said Arun Sharma, Managing Partner, Initiative. 

Dettol’s SiTi Shield Protect+ Smart Mask with a three-layer filtration method is meticulously designed to process 98% filtration of pollution particles PM 2.5 and 99% of bacteria in the air. The N95 anti-pollution mask tested by Nelson Laboratories comes with a smart valve fitted on the inside to help provide a seamless flow of air. The Dettol SiTi Shield pollution monitor is a first-of-its-kind PM 2.5 measuring monitor with a technology that checks pollution levels in real time and sends the data to the users’ smartphone. The campaign reinstated the significance of providing users with access to such personalised data that will help them in making better informed life choices for a healthy living.

To support the cause, Dettol SiTi Shield is also running an initiative with Uber to map pollution PM2.5 levels across Delhi with the help of Dettol SiTi pollution meters installed in Uber cabs. This initiative aims to empower consumers with pollution readings wherever they are and help them make the right choice. This will be supported by multiple marketing initiatives, including print and outdoor advertising.

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