Using location and RIVM data, Longfonds shows you the air quality where you live. Check what you're breathing now!

Longfonds wants to make the air in the Netherlands cleaner. Unhealthy air is dangerous and increases the risk of asthma, COPD and lung cancer. Longfonds brought in Partout to develop a website that lets everyone in the Netherlands check the air pollution in their area. 

Curious about the campaign website? Visit Longfonds.nl.  

Concept development based on data and technology 

Building on the strategy, we explored the possibilities digital has to offer. Our starting points were the air quality data from the RIVM (the Dutch National Institute for Public Health and the Environment) and the Google facial recognition API. With this data and technology, we found a creative way to make the air pollution in your area visible. 

Proof of concept 

By building several prototypes during this project, we could validate the concept continuously. This way of creating and testing makes for an efficient, high-quality production process. By making wireframes and flat designs clickable, we tested which flow worked and ironed out any bottlenecks. The end result: a powerful user experience for the user, without losing sight of the client's mission and goal. 

User experience and usability testing

This campaign demands a lot of interaction from the user. Selfies have to be taken and the user's location has to be determined. To make sure users don't drop out along the way, we applied persuasion principles and ran a usability test. In the end, we developed  a concept in which any step that might be too big can be skipped. You are welcome to take a selfie, but you don't have to. You can also check your air quality without taking one. So the user decides the flow. 

Results

In a short time, the campaign website received almost 660,000 visits. Despite the campaign's high level of interaction, the conversion rate is very high. Around 70% of visitors completed the check successfully, and 10% even did the check including a selfie. 

The campaign was supported nationally in the media. De Telegraaf, Adformatie and BNR, among others, drew attention to the particulate matter campaign at www.longfonds.nl/gezondelucht/.