Polly

Smog Dodgers

Team Members:Janek ZavatskiSion Elis WilliamsRob EyreAnanda MaryonWei Pang, PhD, MIET

Air pollution causes 29,000 premature deaths every year in the UK. But:○ Individuals aren’t able to easily measure their personal

exposure without investing in expensive and/or cumbersome sensors

○ Individuals may feel powerless to change what can feel like an intractable situation

○ Decision-makers don’t face continuous public pressure to improve air quality so it isn’t a consistent priority

○ Decision-makers have limited data

to drive their interventions

The Problem Being Solved

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The Solution

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The Datasets Used

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● Latest readings taken from UK-Air (government air monitoring portal) plus modelled background data

● Potential for refining resolution using other air datasets (AURN, Kings, London Air)

● Mobile phone location data (GPS, mobile network, Wifi)

● Potential for using transport datasets to refine daily summaries

● Lookup tables for who to tweet (e.g, YourNextMP)

The Prototype

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● Built on Twitter Bootstrap + PhoneGap + Google Maps + PHP

● Pollution map updated hourly

● Identifies current air pollution levels using mobile phone location

● Daily summary report shows total exposure in the last 24 hours to a range of pollutants, and compares this to average levels

● Makes it easy to tweet decision-makers

Validation

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Target user or customer

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● Health conscious people○ running/cycling club members (and other outdoor sports)○ those with specific health conditions (e.g. asthma) seeking to

understand potential environmental causes

● Environmental activists wanting to improve the air quality in their local area

● Local government decision makers wanting information on the impact of air quality issues on the local population

Monetisation & Value

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● Freemium app (personal dashboard)● Provide local authorities with insight

(through existing subscription service that we estimate takes £600k/yr)

Potential partners / channels and next steps

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● Develop theory of change with Healthy Air Campaign (PPC pledge and promote via campaign literature)

● Open conversations with potential partners

● Soft launch with campaign/media partners

● Health Air Campaign members publish blogs & promote Thunderclap to 330k twitter followers

● Partners push to email lists

● Launch stunt and party

● Market data● (Retire)