Delhi consistently ranks among the world’s most polluted cities, with air quality often reaching hazardous levels. Despite growing concern, public fatigue and desensitization around pollution messaging made it difficult to cut through the noise.

There was an opportunity to create an impactful campaign that not only informed but resonated on a human level, sparking reflection and responsibility without overwhelming the audience.

The messaging had to be urgent but hopeful. Punchy, human, and easily digestible. Inspired by The Economist's iconic ads, I developed a series of bold, minimalistic lines that flipped perspective, placing pollution in contrast with life, breath, future, and nature. A series of outdoor ads were placed at key locations, featuring thought-provoking lines where each line was followed by a simple, unifying CTA: #CareForCleanAir, a rallying cry aimed at driving both awareness and action.