Wavemaker and Ogilvy create Smoggys, a brand of P2 masks, to raise money for RFS

In the midst of devastating bushfires and smoke pollution, WPP agencies Wavemaker and Ogilvy have created a Go Fund Me page, in the hope of raising enough money to produce and sell Smoggys, a brand of P2 pollution masks.

The masks were created by Wavemaker’s Bec Drummond and Marco Del Castillo, and Ogilvy’s Jack Burton and Lucas Fowler, who aim to raise $10,000 through the crowdsourcing site, with all proceeds to be donated to the Rural Fire Service.

The P2 masks, which help to limit exposure to toxic smoke and particles, are adorned with distinctly Australian patterns including koalas, lamingtons, bin chickens (also known as ibises) and pluggers (thongs).

The Smoggys designs

The agencies said that, with 90 fires burning in NSW alone, half of which are uncontained, 2.9m hectares burning throughout NSW and QLD, 680 homes, six lives and 2,000 koalas lost, their team members decided that ‘thoughts and prayers’ weren’t enough.

“The Rural Fire Service have been working around the clock to contain and downgrade bushfires across the country, to keep the rest of us safe. But the fires are out of control, the weather conditions aren’t easing up, the smoke is carrying across the nation and we’ve only just started summer,” Drummond, Wavemaker’s joint strategy director, said.

“Rather than continue to feel powerless, we decided to do something that could help ordinary Australians deal with this new reality as well as help raise valuable funds for our firies on the front line.”

If their goal of $10,000 isn’t met to begin production, any money raised will be donated in its entirety to the RFS.

“Wearing P2 masks isn’t something Aussies are used to. But then again, we aren’t used to having our air quality that is up to 11 times hazardous levels,” explained Burton, Ogilvy’s art director.

“Our idea is to help Aussies through the smoke haze and help the RFS fight against the smoke. A solution to protect both our lungs, and our land.”


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