More than 300 deaths each year have been linked to illegal levels of pollution in Tyneside, in emission hotspots such as the centre of Newcastle.

The Newcastle Clean Air Zone is part of a Government initiative to improve air quality across the UK designed to address these issues, and reduce the number of older, more polluting vehicles in city centres

This Autumn, we are supporting both Newcastle and Gateshead City councils as they launch a campaign that will inform people of the introduction of the zone in 2023, and what they need to do if it affects them.

The campaign is designed to generate awareness of the zone across the whole of the North East in general, and a tighter geographical region around Newcastle itself in particular, and will run through the Autumn of 2022 and the first half of 2023.

The emphasis is on high impact, high awareness, high coverage media channels. The strategy includes Iconic OOH digital sites in prime locations, Adsmart geo targeted to a radius around the city, key regional media and paid social to reach our two defined targets, the public at large & taxi and van drivers.

The broad spread of channels ensures impact and coverage by reaching people at many different times and in many different ways in order to drive home transmission of the message. It's the Root mantra - catch 'em everywhere you can!