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Ab Khulke Phodo E-Pataakhe!

Globally, 9 out of 10 People Breathe Polluted Air

Globally air pollution, which kills an estimated 7 million people every year, is one of the biggest environmental health risks of our time. Airborne pollutants are responsible for about one-third of deaths from stroke, chronic respiratory disease, and lung cancer.

Air pollution comes from many sources – from cookstoves and kerosene lamps to coal-fired power plants, vehicle emissions, industrial furnaces, wildfires, sand and dust storms, and firecrackers.

World over, festivals, national days, weddings, sports events, and the like are celebrated through grand displays of fireworks. However, firework is closely linked to increased ambient concentrations of air pollutants.

This year, the risk is further amplified as countries continue to deal with the COVID pandemic. Long-term exposure to air pollution has been linked to an increased risk of death from COVID-19. A recent study, published in Cardiovascular Research has estimated that about 15 percent of all COVID-19 deaths could be attributed to long-term exposure to air pollution. The Indian Medical Association has also linked air pollution to a higher risk of mortality from COVID-19 – at least 17.5 per cent of New Delhi’s COVID cases since October-end are ascribed to air pollution.

Ab Khulke Phodo E-Pataakhe!  

The UN Environment Programme in India has launched a technology-led campaign to raise awareness about air pollution – Ab Khulke Phodo E-Pataakhe! The campaign, which has been designed by Ogilvy, features a unique collection of firecrackers using Augmented Reality (AR) filters on Instagram and Facebook. These e-pataakhas mimic the experience of bursting real crackers while highlighting the negative impacts of air pollution.

Rocket e-pataakha: Introducing the Rocket e-cracker! It works in the same way as a rocket firecracker but in the form of a filter. Turn the camera around in selfie mode, put your best festive smile forward, and watch the filter come to life!
Facebook
Instagram

Anar e-pataakha: India’s favourite firework fountain! Whether you’re in your living room, bedroom, or even your garden, you can now burst the Anar, pollution-free! Use your phone’s rear-facing camera to activate this filter.
Facebook
Instagram

Ladi e-pataakha: The Ladi e-pataakha filter detects facial expressions to trigger the cracker. You can record your video in selfie-mode and send greetings to your friends and family!
Facebook
Instagram

Zameen chakri e-pataakha: This filter scans flat surfaces to place the cracker. Once activated, it will light up and rotate in a circular motion just the way it does in real life with the same sound effects. Use your phone’s rear-facing camera to activate this filter.
Facebook
Instagram

Go Digital with E-Pataakhes!

Send e-Pataakha links to friends and families, share them on social media, so you can enjoy the tradition of bursting firecrackers, pollution-free!

To learn more about the campaign, contact Madhur Das, Senior Consultant, United Nations Environment Programme at madhur.das@un.org