BREATHE

Unmasking one of the biggest threats to mankind

You probably haven’t thought about your last breath. It came as naturally as few things do – breathing is one of life’s essential necessities. But while humans have been busy propelling progress, producing and consuming on an unprecedented scale, we have left a dark cloud in the air that we breathe.

Air pollution has grown to the point where it takes seven million lives worldwide each year. Half a million in Europe alone and over four million in Asia. Industrial exhaust, personal- and freight transport, agriculture, waste management and household heating are infusing our atmosphere with hard particles, ground layer ozone and other gases that make the air hazardous to our lungs.

While an increasing number of people are hiding behind masks to protect themselves from the immediate effects of polluted air, a long-term solution is needed. Fortunately, technological solutions to this pandemic do exist. But there is still a dire need for awareness and commitment to change.

Think about your next breath. Think about the breaths of billions being threatened. Think about the mask as a symbol – unmasking one of our biggest threats, by showing individuals shielding themselves from the side effects of our common progress.