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CHALLENGE:
Residents of Pilsen and Little Village of Chicago live below two coal power plants (Fisk and Crawford) that regularly emit lead and other toxins into the air. High rates of asthma and other air-quality illnesses are pressing concerns for these neighborhoods. How can we motivate people to take action against this problem?
INSIGHT:
People get angry when they are subjected to second-hand smoke. It was such an issue that The City of Chicago recently banned smoking inside public places. However, coal smoke contains many of the harmful chemicals found in cigarette smoke and yet no one is raising their voice about it.
STRATEGY:
Enrage people into action by making the connection between coal pollution, cigarette smoke and the ones who are truly at risk: children.