The ‘Air Heroes’ campaign encourages parents and children to walk to school instead of taking the car. The video, devised by Engine Creative agency demonstrates E.ON’s corporate social responsibility.

E.ON aims to lead the energy transition from fossil fuels to renewable energy solutions. In order to reduce carbon emissions and ensure cleaner air for everyone in the UK, E.ON is focusing in on the issue of pollution around schools. Thus came the E.ON x Scamp & Dude Air Heroes capes, which aim to empower children to take action and fight pollution.

Scott Somerville, head of brand and marketing at E.ON says, “Pollution and air quality affects us all on a daily basis and we know from our research that it’s something parents and children are actively worrying about, especially around schools.”

The short video shows a young girl faced with a pollution monster on her way to school, before she uses her pollution cape to banish the monster. The voice over explains how children can help fight car pollution with the special fabric which “breaks down pollution particles, letting you become an Air Hero.” The capes are made oftheBreath™ fabric which breaks down the amount of air pollution produced by four petrol cars over the course of a year.

Ross Newton, creative director at Engine Creative says the superhero visual style was key to engaging with the audience of young children in order to make fighting pollution an exciting mission. “With many children worrying about air pollution, it seemed like a perfect fit to create an exclusive design that would not only look great, but help to make a genuine difference,” adds Jo Tutchener-Sharp, founder of Scamp & Dude.

The campaign will run for two months across the UK and is accompanied by supporting activity from podcasters and influencers, a competition and collaborations with various television networks.