‘Clean The World’- Advertising’s New Slogan

Manila’s Pasig River was considered biologically dead, 20 years ago. Now, thanks to the power of advertising, the waterway is rehabilitating. A floating billboard was mounted here in 2014 to soak up the pollution and discourage people from throwing trash. The billboard which spells out “Clean River Soon”, is made using ‘vetiver’, a type of grass that can absorb toxic materials and reduce pollution. Based on research, a Vetiver system like this can clean 2 to 8 thousand gallons of water per day.
If you think this brilliant undertaking is due to the efforts of an environment organization, think again! This billboard was created for Shokubutsu Hana, a personal care brand from the Japanese company Lion, which believes in healthy methods to beauty, brought about by the restorative power of nature. The company plans on creating more such billboards, to send a clean message and secure a clean future.
This kind of advertising is not the first of its kind. Global water relief non-profit, Water is Life, had created ‘The Drinkable Book’, which was printed on revolutionary filter paper that could kill off any of the world’s far too common deadly waterborne diseases, making clean water cheap and accessible. In Peru, the Universidad de Ingeniería y Tecnología created an air-purifying billboard capable of purifying 100,000 m3 of air each day, and reaching a radius of five blocks in every direction. The country’s recent construction boom had left people in fear of cancer, due to large air pollution. The billboard was an inspiration to aspiring engineers to join the University, to create such life changing products.
Advertising is often criticized for being self-serving and self-indulgent. Now thanks to campaigns like these, companies are drawing attention to themselves, while serving the larger community and the environment.

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