DIGITAL MEDIA CASE STUDY: Boysen Bianca Isabelle V. SiPUBLISH A51

What is Boysen? ● Boysen is a paint manufacturer and

supplier of not only paint but also various paint products in the Philippines.

● Boysen is known for their environment friendly paint and services/campaigns that promote this product in society.

Project Edsa

● One of Boysen’s projects was launching this new product in partnership with Shell that acts as an air purifier.

● Boysen’s KNOxOUT paint was set to have “smog-eating” capabilities that can help reduce air pollution.

● This campaign took place in one of the most polluted cities in the world, Metro Manila.

● Several walls along EDSA highway were turned into beautiful artworks using KNOxOUT to help reduce air pollution

DID YOU KNOW? ● 80% of pollution is caused by vehicular

emissions in Manila ● Nitrogen oxide is emitted by vehicles

everyday which is why the components of KnoXout aim to fight this harmful air pollutant

● 11 professional Filipino artists were responsible for creating 8,000 square meters of beautiful murals out of ordinary blank walls

● This kind of campaign reached out to a very big audience because an estimated number of at least 2 million vehicles pass through EDSA everyday.

● Not only vehicles which include cars, buses, cabs, jeeps, etc. but also the large number of people who take the LRT/MRT and those who walk by.

RESULTS:

● According to the article, as a result the pollution caused by traffic from the vehicles was reduced by 20%.

● “Boysen also had a trial at the Guadalupe MRT station and claimed that the paint cleans the exhausts of 30,000 vehicles daily.”

● Aside from the fact that there is a big audience, the campaign itself aims to reduce air pollution through art.

● A massive colorful artwork on the walls of EDSA can be really attention-grabbing and powerful. It’s also a different kind of campaign because it’s not something you see on television but rather a form of street art which proved to be effective.

Sources:

● http://www.knoxoutpaints.com/thingstoknow.do?id=10618

● https://www.create-business.com/blog/2013/01/25/boysen-painting-the-air-clean/

● http://boysenknoxoutproject.com/news.do?id=12128