Clean Air poem printed in "smog-eating" material absorbs pollution

British poet Simon Armitage wrote "In Praise of Air," which does exactly what it says on the tin:

I write in praise of air. I was six or five/when a conjurer opened my knotted fist/and I held in my palm the whole of the sky./I've carried it with me ever since.

The poem can be seen on a 65-foot billboard at the University of Sheffield in the north of England, and plot twist the poster can actually clean the air as it's being displayed. It'll absorb the equivalent pollution of 20 cars every day. The material in the poster is coated with particles of titanium dioxide, a well-known smog-eating material. Tony Ryan, the pro-vice-chancellor for science, says in a press release:

“If every banner, flag or advertising poster in the country did this, we’d have much better air quality,"

Not a bad idea, Tony. Lets get those billboards back up in Sao Paolo and cover smog-filled cities with advertising blight that eats smog.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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