Legambiente Apnea Against Pollution: Raising Awareness on Italy’s Air Quality Crisis
Legambiente, Italy’s leading environmental association since 1980, continues its mission to combat pollution and environmental crime with its latest initiative, “Apnea Against Pollution.” This campaign aims to raise public awareness about the severe air pollution issues in Italy, starting with a dramatic event in Milan.
A Bold Performance to Highlight a Serious Issue
In collaboration with Publicis Group agencies Leo Burnett and MSL, Legambiente kicked off the “Apnea Against Pollution” campaign with a powerful performance in Milan’s Piazza XXV Aprile. The event featured Mike Maric, a former world freediving record holder, who immersed himself in a transparent cube filled with the highest recorded smog levels from February 2023 in Milan (118 µg/m3 of PM2.5). This shocking demonstration, twenty-four times above the WHO’s recommended limit, was designed to deliver a clear message: “To fight pollution, we must not stop breathing but find solutions to breathe again.”
The Data Behind the Campaign
Legambiente’s campaign is grounded in data from their “Mal’Aria di Città 2024” report and the “Città2030” campaign. These reports reveal that air pollution levels in major Italian cities are far above the regulatory limits set for 2030 by European negotiations and exceed WHO recommendations. In 2023, 18 out of 98 analyzed cities exceeded the daily PM10 limits, with Frosinone leading at 70 days of exceedance, followed by Turin, Treviso, Mantua, Padua, and Venice.
Even more concerning is the comparison with new European regulatory targets for 2030: 69% of cities violate PM10 limits, 84% for PM2.5, and 50% for NO2. The Po Valley remains one of the most vulnerable areas in Italy.
The Human Cost of Air Pollution
The impact of air pollution on public health is alarming. According to the European Environment Agency, hundreds of thousands of Europeans die prematurely each year due to exposure to high pollutant levels, with Italy seeing over 47,000 annual deaths from PM2.5 alone. This underscores the urgent need for action to improve air quality and protect citizens’ health.
Demanding Action and Proposing Solutions
Legambiente’s campaign seeks to highlight the severe health repercussions of polluted air and propose immediate, effective measures. The symbolic cube installation is a call to action for rapid and structural interventions to address air quality. Legambiente advocates for the formation of a technical-regulatory committee involving the government, regions, and local administrations to tackle this issue.
Additionally, Legambiente invites citizens to support their cause by signing the petition “We’ve Had Enough of Lung Damage. No to Smog!” This petition aims to mobilize public demand for cleaner air and more stringent pollution controls.
Conclusion
The “Apnea Against Pollution” campaign by Legambiente, launched in April 2024, is a stark reminder of the urgent need to address air pollution in Italy. By combining powerful visual performances with solid data and public engagement, Legambiente hopes to drive meaningful change and improve air quality for all.
This professional campaign, created by Leo Burnett Italia, underscores the pressing need for environmental action and the role of public awareness in achieving cleaner air and a healthier future.
