A breath of fresh air in the heart of the capital – It’s the promise of theBreath®, the innovative technology serving the environment, offered by Urban Media and Clear Channel.
Smart solutions for the city
Urban Media launches the first advertising banner in Belgium that helps to improve air quality. Specialized in large advertising banners during the restauration of private and public buildings, Urban Media offers a complete value proposition to participate in the smart development of the urban space. From the renovations’ financing to the organization of the working sites, as well as the facades’ restitution- everything is done in a cleaner environment for both workers and the public.
A smart city obviously implies smart mobility. In the packed city-center of Brussels, the start-up Cowboy, with its connected electric bikes created for urban riders, is a top choice advertiser to launch theBreath®.
More than a traditional advertising display, theBreath® significantly improves air quality. The high density of buildings in city centers creates a “urban canyon” effect, defined as the space above the streets and between these buildings. In this “urban canyon”, all sorts of polluting particles are concentrated, generated by these buildings as well as the traffic. Made out of innovative materials, theBreath® acts as a giant air filter in the heart of the town. This technology does not aim to eradicate pollution but engages in the support of the environmental cause.
A real urban lung
The banner is a three-layer fabric that filters the air, absorbs harmful particles spread by buildings and vehicles, and then releases purified air. The cleaning process is entirely passive: only the natural move of air in the “urban canyon” is necessary, without the need of extra energy. Figures show that the installation of theBreath® leads to a daily reduction of the average atmospheric pollution in cities. Anti-odors, the banner is also water resistant, for better protection of the buildings.
The banner is currently located at the Sablon on the Royal Conservatory of Brussels, displaying the Cowboy branding. It benefits not only from a huge visibility but also offers a large grasp of air in the heart of the capital city. theBreath® is now available on every Urban Media’s strategic locations, for an impactful communication improving the urban environment.
This action is also the result of a collaboration between Conservamus, Space, Outsight, Cowboy, Clear Channel and Urban Media.