ECJ EUROPEAN Cleaning Journal

A pollution-busting advertising banner has appeared in London's Leicester Square.

The billboard, which incorporates an air-cleaning substance called The Breath, is claimed to be able to reverse the emission effects of more than 13,000 cars a year.

Invented in Italy by Anemotech, The Breath uses nano-molecules to remove nitrous oxides, sulphur oxides and particulates from a 25 sq m area around the boards.

It has been brought to London as part of a corporate partnership between Anemotech and Urban Vision, which provides development and regeneration services in the UK.

The move follows a series of reports about the dangers of air pollution to Londoners. A recent study commissioned by London Mayor Sadiq Khan found that tens of thousands of schoolchildren were being exposed to illegal levels of air pollution that could permanently damage their health.

Another study conducted by Kings College London found that dirty air contributed to up to 9,500 deaths in 2010.

Gianluca de Marchi, president of Urban Vision, said: "More needs to be done to tackle the scourge of air pollution. I believe the use of innovative technologies such as The Breath will help to contribute towards improving the health of Londoners."

The company estimates that the Leicester Square billboard could cancel out the nitrogen oxide emissions of 5,475 diesel vehicles and the Volatile Organic Compounds emitted from 13,650 unleaded cars over the course of a year.

The material can be used both indoors and out in offices, classrooms and public spaces. A second billboard has been put up in Shepherd's Bush and sheets of The Breath will now be attached to all Urban Vision's outdoor advertising sites in London. The aim is to have eight sites installed in the UK by the end of the year.