Shocking new data on air pollution reveals that nearly eight million (25%) addresses in the United Kingdom have air pollution levels above World Health Organization limits. The data … read morecomes from addresspollution.org, which has today rolled its London pilot out nationally. Air quality reports are now freely available for every UK address. The initiative, by AMV BBDO and creative industry alliance Central Office of Public Interest (COPI), is also attempting to drive legal action to force the disclosure of air pollution ratings within the property industry. This would mean estate agents, property websites, surveyors and conveyancers are obliged to disclose air pollution, in the same way they have to disclose other deadly substances, such as asbestos. An explosive 20-page Queen’s Counsel legal opinion, released with the campaign, reveals a ‘strong legal argument’ estate agents will be negligent for not doing so. Originally launched in 2019 as a London pilot, addresspollution.org received nearly one million visits at launch. Off the back of that success, funding was secured to commission 1.5 billion new data points from university Imperial College London. addresspollution.org can now reveal the levels of three toxic pollutants anywhere in the UK in an easy to understand Air Quality Report (AQR). The health implications for living at the address are also given. People are then urged to sign a petition demanding that estate agents and property websites disclose air quality to buyers and renters. The rating system, approved by experts at the Environmental Research Group at Imperial College London, needed to be simple. It combines information design, brand identity and graphic design to make an invisible killer visible.
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