The ad campaign created by Friends of the Earth to bring awareness to the amount of pollution people are actually inhaling every day. The concept centered on a cup lid printed with the back of a car and a straw that is cleverly placed where the exhaust pipe would originally be. Thus, having people consider what they are ingesting. The lids were distributed around shops to help expose customers to the epidemic of pollution. This is such a clever campaign because they combined an extremely common vice for millions of people with an extremely common, but overlooked, problem we all face. Fresh air.
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