Breath Again

source: environnement-afrique

La fumée crachée par les cheminées des usines à charbon sont à l’origine d’un problème sanitaire majeur en Chine. La société Xiao Zhu va utiliser intelligemment cette fumée pour passer un message, projetant sur elle des visages d’enfants désespérés…

On estime qu’en Chine 500 000 personnes décèdent chaque année à cause de la pollution et de ses dommages. On peine à imaginer une telle quantité. Évidemment, les personnes les plus fragilisées sont les premières à souffrir de ce mal.

La plupart des personnes décédées lors des grandes vagues de pollution étaient principalement des enfants ayant développé des problèmes respiratoires. Pour Xiao Zhu, un spécialiste chinois de la purification de l’air, les chiffres ne sont pas suffisamment éloquents pour mobiliser la population. Il a donc développé une campagne forte pour sensibiliser aux dangers des fumées d’usines mais aussi pour faire la promotion de leurs solutions.

Prenant pour décor les fumées des usines qu’elle dénonce, l’entreprise a choisi de projeter de nuit, des visages d’enfants sur ces émanations. La campagne de communication nommée Breathe Again (respirez à nouveau) montre des enfants en pleurs, terrifiés suspendus dans les airs et qui ne peuvent s’échapper de cet air vicié. Bien entendu, la marque cherche à populariser en Chine ses systèmes de purification d’air (mais tristement nécessaires), flirtant donc avec le greenwashing, mais essaie néanmoins de faire réagir l’opinion dans un pays qui fait face à de très graves conséquences de la pollution industrielle et où de nombreux militants écologistes sont censurés.
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source: artukraine

«Breath Again» – соціально-мистецький проект компанії «Xiao Zhu», що привертає увагу до екологічних проблем у Китаї.

В рамках перформансу на димові випари із труб китайських заводів та фабрик проектуються зображення дітей, що плачуть.

«Ми вирішили поставити в центрі уваги до проблеми забруднення повітря його головних винуватців – заводи», – йдеться в заяві «Xiao Zhu». – «Це заклик не лише до всієї нації, а й до працівників індустрії, що завдає шкоди. Впевнені, що вони не зможуть уникнути теми, коли побачать це в диму свої фабрик».

Забруднене повітря – важлива екологічна проблема в Китаї. Від хвороб через незадовільний екологічний стан в країні щороку помирають більш, ніж 500 000 людей.
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source: arshake

Questa immagine è la denuncia degli effetti dell’inquinamento in Cina trasmessa dalla compagnia cinese Xiao Zhu. Volti sofferenti di cinesi, di cui si stima muoiono 500.000 ogni anno, sono proiettati sul fumo che fuoriesce da una fabbrica. Per quanto opera di una compagnia interessata alla vendita di purificatori di aria, il dibattito che ha suscita sui social, rivela tutto il potere dell’immagine.
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source: delaymag

Xiao Zhu es una compañía china cuya actividad consiste en traer aire limpio a los ciudadanos del país. Para mostrar los peligros de la contaminación y la muerte de más de 500 mil personas al año por esta causa, la empresa ha decidido proyectar las caras de niños llorando en las nubes de humo provenientes de las fábricas. Lo acompañan con el mensaje: “Limpiemos el aire. Dejemos al futuro respirar de nuevo”.
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source: pensamentoinovador

Na china, cerca de 500,000 morrem anualmente em função de doenças causadas pela poluição.

Muitas delas são crianças.

A empresa Xiao Zhu, cujo objetivo é gerar ar de qualidade para a população, decidiu protestar contra a poluição ao projetar rostos infantis na fumaça de empresas poluentes.
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source: psfk

Xiao Zhu, a Chinese company, is projecting huge beams of light of suffering children onto toxic smoke as a way to promote a new social movement for clean air and sustainable business. The strategy is bold, horrific, and resourceful.

Hundreds of thousands of deaths each year can be traced to airborne contaminants. The problem is especially severe in China, where the growing youth population is dealing with smoke, pollution and smog caused by factory plants. Xiao Zhu, the company behind the installation, is placing images of miserable, crying infants onto smoke bi-products, and it’s absolutely terrifying. The installation is called Breathe Again, and it’s promoting a cleaner, healthier future for China’s youth.

The clarity of the images is brilliant, and the babies’ faces are a call for immediate, sustainable action.

The campaign directly targets the businesses at the forefront of this environmental issue. The company describes its tactics:

Xiao Zhu wanted to stand out in a market that was almost as congested as the air. A market where half a million people, mostly children, have died due to air pollution related illnesses. So we decided to put a spotlight on air pollution’s biggest culprits—the factories—by using the actual pollution from the factories as a medium. People took notice, and the word spread.

At the end, a sentence appears which sums of the idea of the projections. It reads, “Clear the air. Let the future breathe again.” A link to the project’s website is the leading call to action.

Not quite augmented reality—the outdoor installation is more of a projected reality of China’s current situation, and what will hopefully not be the future one.
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source: designboom

xiao zhu is a chinese company dedicated to providing clean air to its citizens. the country sees more than 500,000 die every year from causes related in some way to extreme levels of airborne contaminants. like most socially conscious businesses, entering better products into the market is often only a small part of a larger equation; true change lies within education and protest. to make an impact, xiao zhu needed to show the people of china how crucial the issue is, and they did so in the most direct means possible.

in the dark of night, huge beams of light radiated skyward — and directly into the billowing plumes of various factories’ smoke. visualized on the cloud-like canvases were dozens of pictures of chinese youth, shown in numerous stages of dismay, pain, and ultimately suffocation. xiao zhu filmed the social movement and released it to the masses with a simple message with no room for interpretation, ‘clean the air. let the future breathe again’.