Energy generation contributes significantly to air pollution, making energy companies both part of the problem and the solution. E.ON has taken a unique stance on air quality by ending its fossil fuel energy generation in 2016 and switching all its domestic customers to 100% renewable electricity in 2019, for free. To raise awareness of the issue of air pollution, which is largely invisible in the UK and ignored by many due to its invisibility, E.ON needed an approach that would connect with everyone, not just a select few.

The campaign began in London with a 16-foot tall installation in the shape of glass lungs that tracked and displayed air quality data in real-time by pulling in live pollution data from 33 air pollution monitoring sites in each London borough. When air quality levels surpassed World Health Organization standards, the glass lungs would fill with colored smoke, demonstrating the toxic pollutants Londoners were breathing in.

The campaign continued by promoting E.ON's clean energy technologies as a solution to the air pollution crisis. The company ran a film that highlighted the dangers of air pollution to future generations, and how E.ON's clean energy products and services can help. The campaign also targeted other cities, including Birmingham and Manchester, where E.ON is launching electric vehicle chargers, by using interactive digital out-of-home advertisements that pulled in real-time pollution data to show the air quality in each location. The campaign included multiple channels, driving people to the E.ON website for more information on its efforts to combat the air pollution crisis.