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RB team presents innovative ideas to tackle pollution


RB team presents innovative ideas to tackle pollution

The RB health hack team

An air-purifying baby pacifier, lung-strengthening musical toy and pollution-trapping paint have been proposed as solutions to protect children from air pollution by a team from RB taking part in the International Festival of Creativity at Cannes.

The conceptual ideas were proposed by the RB & Lions Health Innovation Hack in partnership with Save the Children. This first-of-its kind innovation challenge aimed to identify sustainable solutions to protect children’s lungs in India, where pollution levels are among the worst in the world. 

In just 24 hours, three teams – a mixture of RB’s R&D and marketing talent plus leading external creatives – developed their product concepts, devised marketing launch plans, and considered how their innovations could be rolled out on an international scale. Their ideas were presented at the Lions Health Festival on June 18 and 19 (part of the International Festival of Creativity) to a panel of industry judges and a live audience.

Winning the judges’ highest accolade, the musical instrument concept could serve a dual purpose to encourage a healthy habit; as a toy that strengthens children’s lungs whilst creating social noise around the topic of environmental air pollution.

The baby pacifier features a filter to minimise the inhalation of pollutants. Designed to paint a better world, the third innovation idea would comprise a special technology to brush on building walls and buses to remove particulate matter and therefore improve air quality.

RB, has committed to exploring the shortlisted ideas to determine if they may have the potential for development and launch to market in the future.

Dr Rossa Brugha, a specialist in children’s respiratory disease at Imperial College and Innovation Hack judge, highlighted the urgent need to find a solution to this global health issue. “Air pollution impacts us all from the minute we are conceived. It is currently contributes to one in eight global deaths – 7 million people every year, with children most at risk. Elevated levels and/or long-term exposures lead to serious conditions such as emphysema, bronchitis, asthma, heart disease and cancer. The product ideas proposed at the RB & Lions Health Innovation Hack could have a genuine positive impact on the health of children, not only in India, but across the globe.”





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