Clean Air Task Force
x
Instagram

Creative Conscience Shortlist 2022

Problem: ‘Image hoarding’ is significantly contributing to the climate crisis. 
In the UK, our hoarding of digital photos on the cloud accounts for over 355,000 tonnes of CO2 emissions every year - the equivalent of driving a car for over 881 million miles. And this is expected to double by 2025. 

Insight: Young adults take an average of 5 pictures for each one they post online. Some influencers confess to taking over 200 to get the perfect ‘Instagrammable’ shot.
That’s a lot of photos - and a lot of CO2. 

Solution: In collaboration with Instagram, Clean Air Task Force will launch the CO2 Filter - a new feature that auto-deletes duplicate photos with a single tap. By applying this filter, Instagram’s 2 billion monthly users can fight climate change effortlessly, all for free.

Creative Partner: Conrad Jones