In a world-first, we wanted to highlight traffic pollution in Birmingham by literally making cars cough as they passed our poster site.
Using Ocean Outdoor’s Digi-Bridge on the Aston Expressway, our idea combined live air quality data from the Met Office with the EVAM Transit system (an innovative technology that can interrupt the radio signal to car stereos). As drivers approached the poster, their car would begin to cough. And depending on the air quality that day, the severity of the coughing would increase accordingly.
By combining live data capability of Ocean Outdoors poster site with the EVAM Transmit system, we can reach beyond the physical poster site and into people’s cars. This would highlight how traffic pollution is choking Birmingham, and why going electric makes sense.