Grime Goes Green

Clean Air Now group teamed up with Hoopla Electric to create the first Grime Goes Green campaign featuring MC and musician P Money alongside cars created by Tesla. This campaign, the first of its kind, takes a look at promoting the usage of electric energy as a cleaner, greener alternative to petrol/diesel vehicles.

Electric Cars, initially a luxury item, are now becoming more accessible, with brands like Tesla creating an affordable city range for the consumer market. The opportunity for change for global cities harnessing electric technology is vast. Solar, wind power and other sustainable forms of energy can be implemented much more to create clean electric energy, that doesn't release toxins into the environment.

Our campaign, shot near Canary Wharf, was shrouded in fog on our shoot day - creating the perfect smoggy backdrop for our message #Go Electric - to avoid smog being an inner-city reality.

We're excited to welcome P Money's feature and support towards the campaign, who was styled by Lucy Upton-Prowse in garments by Astrid Anderson alongside our youth team featuring photographer Alysha Kostamo Mao, model Sara Lopez and designer Claire Matthews who all wear apocalyptic designs by Adam Jones Womenswear. The billboards were created in association with Vogmask - who create particle filtration masks.

Electic Bikes

For our #GoElectric bike campaign we let some of the UK's leading Grime MC's loose with the new V-moto Bikes to promote a healthier green alternative for inner-city youth.

Blakie and Mercston show young Londoner’s that being Green is bold; it is a strong, bossy, powerful move. With the choice in their hands, we want young Londoners like us to know that they have an alternative to dirty, harmful vehicles that only bring further harm to our cities residents. We want them to feel that they too can make a statement against the world-destroying fossil fuel industry, as well as have the choice of a vehicle that is fun and safer for all.