The Partnership for Clean Air

greets everyone: partners, stakeholders, government, private

sector and advocates a very meaningful Christmas Season.

May 2013 give us better air quality and joys.

December 2012 Issue Volume 4, No. 4

2 PARTNERSHIP FOR CLEAN AIR

PARTNERSHIP FOR CLEAN AIR Do not adapt to air pollution, participants told Clean Air Asia launches Hairy Nose campaign

In this issue:

Do not adapt to air pollution,

participants told

PCA initiates ‘Clean Air?

Pwede!!!’ campaign held in MM

Clean Air Asia unveils new

brand identity

WHO: 65% of air pollution

deaths are in Asia

BAQ Conference 5-7 December

HONG KONG – Seven out of ten

cities in Asia don’t meet the most

basic World Health Organization

(WHO) air quality target for

particulate pollution (PM10).

Clean Air Asia, the leading regional

organization on air quality in Asia,

has promoted better air quality in

the region for the last 10 years and

is now launching a grassroots

campaign to break through the

resignation among large groups of

the population that air pollution is a

fact of life that can’t be changed.

―People look at air pollution like the

weather. You complain about it but

you cannot solve it,‖ said Sophie

Punte, the Executive Director of

Clean Air Asia. ―We see that

people start wearing masks or buy

air filters for their houses and cars,

and move away from heavily

polluted areas if they can afford it.

In short, they are adapting to air

pollution rather than doing

something about it. We see that

there is an increasing political will

in Asia to address air pollution but

without broad-based popular

support such political will cannot

succeed.‖

The campaign was developed by

BBDO Guerrero/Proximity

Philippines with creative teams

from across the BBDO network.

BBDO Chairman and Chief

Creative Officer David Guerrero

said: ―We were excited to partner

with Clean Air Asia on this issue

because air pollution touches all of

us every day in our daily lives. We

decided to use humor to explain to

people across the region that there

is no need to feel jaded or

powerless.‖

The Hairy Nose campaign was

launched at the 3-day Better Air

Quality (BAQ) 2012 conference

organized by Clean Air Asia, the

Hong Kong SAR Environmental

Protection Department and the

Hong Kong Polytechnic University,

which kicked off last December 5 in

Hong Kong.

The campaign consists of an online

video, a micro website where

people can check pollution levels in

their city. A selection of nose

hairstyles was also rolled out after

BAQ 2012 to a number of Asian

countries where Clean Air Asia has

regional offices and networks,

including China, India, Pakistan, Sri

Lanka and Vietnam.

Watch the video:

http://www.youtube.com/watch?v=

Qnpzw893gq8&feature=youtu.be

Visit the campaign site:

http://www.cleanairasia.org/hairyno

se

Leading air quality advocates and environmental officials in support of the Hairy Nose

campaign (Photo from Clean Air Asia)

PARTNERSHIP FOR CLEAN AIR 3

PCA “Clean Air? Pwede!!!” campaign held in MM To cap off the celebration of the

National Clean Air Month, the

Partnership for Clean Air (PCA),

along with key government

agencies and private institutions,

conducted a car-free day last

November in two Metro Manila

cities as part of its ―Clean Air?

Pwede!‖ campaign.

The car-free day encouraged

motorists to give up their car for a

day to help reduce fuel

consumption and air pollution on

busy thoroughfares in the

metropolis.

Beginning with an opening

ceremony held at the Ayala

Triangle in Makati, the rest of the

program proceeded at the Ortigas

Center in Pasig City via a ―Clean

Air Parade‖ composed of bikes,

electric cars and other alternative

modes of transportation.

The whole event was spearheaded

by PCA along with the following

government agencies, non-

governmental organizations and

private institutions: Department of

Environment and Natural

Resources (DENR), Department of

Transportation and Communication

(DOTC), Metro Manila

Development Authority (MMDA),

Philippine Information Agency

(PIA), Laguna Lake Development

Authority (LLDA), local

governments of Makati and Pasig

Cities, Miriam P.E.A.C.E., Earth

Day Jam Foundation, Electric

Vehicle Association of the

Philippines, the Firefly Brigade,

Clean Air Asia, Youth Vote

Philippines, Ateneo School of

Government and the Earth Day

Network.

Other activities included for that

day were: a ―Clean Air Parade‖

from Ayala Triangle to Ortigas

Center, an ecological fashion

show, and a ―Clean Air Concert‖

featuring local rock star and clean

air advocate Lou Bonnevie, True

Faith, Mayonnaise, Absolute Play,

the Drum Circle, and other local

bands and artists.

Clean air advocate Lou Bonnevie rocking it

out during the Clean Air Concert

Bebet Gozun and MMDA Chair Cora Jimenez having fun during the Car-free day on

25 November 2012

Participants heading for Ortigas via

alternative modes of transport

F. Ortigas, Jr. closed off for car-free day

4 PARTNERSHIP FOR CLEAN AIR

PARTNERSHIP FOR CLEAN AIR Clean Air Asia unveils new brand identity

LONDON—A new global study ranks air pollution as one of the top 10

killers in the world, with 65 percent of the air pollution occurring in Asia.

The findings of the new Global Burden of Diseases, Injuries, and Risk

Factors Study 2010 (GBD) were released at the Royal Society of London

last December 17.

Based on the latest tally, air pollution causes 3.2 million deaths

worldwide, a300 percent increase from the 800,000 estimate in 2000. The

GBD also estimates that over 2.1 million premature deaths and 52 million

years of healthy life lost in 2010 are due to fine particulate matter in Asia.

The latest GBD results were produced by more than 450 global experts

and partner institutions including the World Health Organization (WHO),

Johns Hopkins University, and the University of Tokyo.

(asianscientist.com)

WHO: 65% of air pollution deaths are in Asia

HONG KONG – Clean Air Asia,

formerly known as Clean Air

Initiative for Asian Cities, has

adopted a new name and logo at

the Clean Air Asia Partnership

Meeting held last 4 December.

―Our new name signifies the

organization’s transition from an

initiative to an established and

credible voice for air quality and

climate change in Asia,‖ said

Sophie Punte, Executive Director

of Clean Air Asia. ―Our new logo is

aligned with our mission to promote

better air quality and livable cities

by translating knowledge to policies

and actions to reduce air pollution

and greenhouse gas emissions

from transport, energy, and other

sectors.‖

The Asian Development Bank

(ADB), the World Bank, and the

United States Agency for

International Development

established Clean Air Asia in 2001.

Since then, the UN-recognized

partnership has grown into the

region’s leading network of experts,

policymakers, and practitioners

who help cities and governments

reduce air pollution and carbon

dioxide emissions.

Clean Air Asia announced the

rebranding at the partnership

meeting that precedes its flagship

event, the biennial Better Air

Quality (BAQ) conference, which

brings together relevant

stakeholders in transport, energy,

industry and climate change. BAQ

conferences have been proven to

shape policies, initiate new

projects, and establish

partnerships.

BBDO Guerrero, one of the most

internationally recognized creative

agencies in the Asia Pacific, was

engaged to lead the rebranding of

Clean Air Asia.

Photo from google.com

David Guerrero and Ritchie Anne Rono of

Clean Air Asia officially presents the new

brand and logo of Clean Air Asia

PARTNERSHIP FOR CLEAN AIR 5

BAQ 2012 Conference 5-7 December

The Better Air Quality (BAQ) conference is the

leading event on air quality in Asia, covering

transport, energy, industry and climate change, with

a particular emphasis on government policies and

measures. Policy makers and practitioners meet at

BAQ to network, lead and share experiences. Past

BAQs have proven to influence policies, initiate new

projects and establish partnerships.

BAQ 2012 is co-organized by Clean Air Asia

(formerly Clean Air Initiative for Asian Cities), Hong

Kong Environmental Protection Department (EPD),

and Hong Kong Polytechnic University in

partnership with the Asian Development Bank (ADB)

and World Bank. BAQ 2012 was held from 5-7

Deecember at the Jockey Club Auditorium, Hong

Kong Polytechnic University.

The program included discussion on the following

topics: Low Emissions Urban Development, Air

Quality and Impacts, Air Quality and GHG

Management, Transport Systems and Modes, Motor

Vehicle Emissions and Fuels, and Industry and

other sources.

More information is available on the BAQ website:

www.baq2012.org

Vicky Segovia, Executive Director of PCA at BAQ 2012, with

MMDA Chair Cora Jimenez, pose in front of the “hairy nose”

photo exhibit of Philippines DENR Secretary, Hon. Ramon J.P. Paje