A London-wide advertising campaign has been launched in a bid to cut air pollution and carbon emissions through tackling vehicle idling.
Led by the City of London Corporation and Camden Council, the Engine Off, Every Stop campaign highlights air pollution as an ‘invisible killer’ and a ‘serious danger’ for many Londoners.
The four-week campaign, which is expected to reach more than eight million Londoners, features posters and bus rears, as well as billboards on roadside sites and petrol stations across the Capital.
The posters reveal the amount of invisible toxic fumes spewed from just a single idling vehicle engine.
Drivers are also being reached with radio adverts, videos and through social media to encourage a change in mindsets and behaviour.
The City of London Corporation warns idling vehicles emit pollutants including nitrogen dioxide and particulate matter which are linked to asthma, heart disease, chronic bronchitis and cancer.
Keith Bottomley, chairman of the City of London Corporation’s Environment Committee, said: “This campaign gives London’s drivers a clear call to action to safeguard personal and public health.
“Switching off is the easiest way to minimise air pollution and cut carbon emissions.
“With a small change in behaviour Londoners can help save lives and protect the environment.”
Raising awareness of idling across London
The Engine Off, Every Stop campaign is part of the Idling Action London project, which involves 30 London local authorities and the City of London Corporation.
The project has been raising awareness of idling across London through various activities including holding workshops at 113 schools and speaking to more than 8,000 drivers on the street at idling action events.
Jointly led by City of London Corporation and Camden Council, it is funded by the mayor of London’s Air Quality Fund.
Shirley Rodrigues, deputy mayor for environment and energy, said: “The mayor of London has just expanded the Ultra Low Emission Zone up to, but not including, the North and South Circular roads which will bring cleaner air to the whole of the capital.
“But there’s more to be done to reduce pollution to healthier levels.
“The ‘Engines Off, Every Stop’ campaign is one of the many programmes we’re supporting to reduce emissions such as cleaning up the bus fleet, supporting walking and cycling, and funding Low Emission Neighbourhoods.”
04 November 2021