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Dettol SiTi Shield radio campaign roots for clean air

24-February-2018
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Dettol SiTi Shield radio campaign roots for clean air

With air pollution at a global tipping point, Dettol SiTi Shield, has launched an education and awareness campaign, ‘Ab Hogi Har Saans Swachh’ with the top radio channels in Delhi. The campaign aims to liberate people from the often invisible, yet extremely harmful air pollution. Dettol SiTi Shield ran a two hours roadblock on popular radio channels, Radio Mirchi, Fever, Radio One and BIG FM during prime listening hours, 8am to 10 am. Popular RJs through engaging content informed listeners about the perils of ignoring the importance of monitoring the quality of air all of us breathe.
The two hours of Dettol SiTi Shield roadblock caught listeners’ attention by bursting common myths related to pollution and providing immediate preventive measure of wearing N95 mask. The campaign highlighted that old practices of covering face with handkerchief or dupatta (veil) are not effective ways of saving oneself from harmful effects of pollution. RJs inspired listeners to adopt effective and smart solutions. The RJs also interacted with each other and shared real time AQI (Air Quality Index) levels from the Dettol SiTi Shield pollution monitors placed at their respective stations.
Speaking on the campaign, a RB spokesperson said, “Air pollution is at its peak and its harmful effects have been impacting people across the country. We realized it is time that citizens should be given a strong and hard-hitting message to reinforce the threats of air pollution. ‘Ab Hogi Har Saans Swachh’ aims to empower everyone with clean air. Radio is a powerful medium hence we collaborated with the top four radio stations in Delhi to deliver the critical message of prevention against air pollution.”
Dettol’s SiTi Shield Protect+ Smart Mask with a 3-layer filtration method is meticulously designed to process 98% filtration of pollution particles PM 2.5 and 99% of bacteria in the air one breathes. The N95 anti-pollution mask tested by Nelson Laboratories comes with a smart valve fitted on the inside to help provide a seamless flow of air. Dettol SiTi Shield pollution monitor, is a first of its kind PM 2.5 measuring monitor with a technology that checks pollution levels in real time and sends the data to the users’ smartphone. The campaign, reinstated the significance of providing users with access to such personalized data that will help them in making better informed life choices for a healthy living.
To support the cause, Dettol SiTiShield is also running an initiative with Uber to map pollution PM2.5 levels across Delhi with help of Dettol SiTi pollution meters installed in Uber cabs. This initiative aims to empower consumers with pollution readings wherever they are and help them make the right choice. This will be supported by multiple marketing initiatives, including print and outdoor advertising.

Tags Dettol Reckitt Benckiser India

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