In 2020, a coroner ruled that the death of nine-year-old Ella Adoo-Kissi-Debrah in 2013 was caused by toxic London South Circular air pollution. Levels of NO2 near Ella's home were found to exceed World Health Organization (WHO) and European Union guidelines. Following on from this in 2021, research from Environmental Defense Fund Europe found that in London, NO2 pollution is on average 24-31% higher in areas where people from Black, Asian or minority ethnic backgrounds are most likely to live, compared to areas where white people are most likely to live. Not only are communities of colour most impacted by air pollution, they tend to be overlooked and left out of the climate movement.

Purpose Climate Lab worked with Season for Change, a UK-wide cultural programme inspiring urgent & inclusive action on climate change, & Love Ssega, a recording artist, songwriter & producer, to create a project that draws on the tragic effects of air pollution along the South Circular. Focussing on Lewisham & Southwark, both places with large communities of colour affected by air pollution, our multimedia campaign engaged these communities & brought the neglected stories & voices of the Black community into public debate. Through the mediums of a new single, music video, comic & billboards (including some with tear-off & take-home elements) as well as a website & music video, we found new ways to engage new communities on a critical issue.

+80% surveyed said music video made them more passionate about air pollution.

+184k impressions on social

1/3rd Lewisham residents reached overall

36% said they would be more likely to contact a politician about air pollution

Love Ssega

Tracy Kiryango

Andrew Kiwanuka

Chiara Piccirillo

Kira Vosper

Gabrielle Choo

Hannah Sharpe

Ericka Ubasa